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Meet the Team

Charlotte Hurst (Director)

Managing Director

Charlotte is head of consultancy services at Farsight.  This means that she oversees all of our consultancy work and works closely with the team to ensure the quality of our services remain first rate.

Charlotte also takes on strategic level work with key clients and leads larger projects, as well as coaching and mentoring our team.

Charlotte’s wide range of experience includes leading major projects and programmes across the non-for-profit, public and private sectors, particularly around transformation and innovation.

Pete Masters (Founder)


Pete set up Farsight in 2010 after 10 years consultancy work across the public and private sector. Originally trained as a lawyer, he quickly recognised that he found it more exciting to help organisations solve problems with their business, information and technology.

That meant project delivery (Pete is a published author on the use of Project Management Software), business and technical analysis (including leading the largest cross-departmental technology service in the UK government), policy (including drafting measures and taking things through parliament) – and any thing else needed to make things run smoothly.  He’s been doing the same thing ever since and it never gets old.

Zahra Zafarani

Principal Consultant and Head of Culture & Wellbeing

Zahra is a business psychologist with over 8 years experience specialising in coaching, developing and transforming people, teams, and organisations.

With her background and interest in learning, coaching and empowering others Zahra leads on projects that combine organisational design, people transformation, business analysis, and user research.

Zahra is at her happiest when she can empower people to discover their potential – she puts this passion to great use as Farsight’s Head of Culture and Wellbeing, working with the rest of the Leadership to define and deliver our Wellbeing Strategy.

Caroline East

Business Manager

Caroline brings experience from consultancy, research and the non-profit sectors to her role as Business Manager. She has previously worked at KMPG, helping start-ups and entrepreneurs to scale, grow and implement strategy for their businesses, in addition to working in research, communications, marketing and fundraising for not-for-profit organisations, both in the UK and in South Africa.  She was also seconded by KPMG to help set up the DCLG Crisis Response Team for Grenfell Tower.

Caroline works to support and enhance Farsight’s service delivery, the value we offer our clients and the way we work, both externally and internally, as well as working on growth and business development.

Steven Legg

Senior Consultant

Following four years at Oxford studying galaxies, clouds and snowflakes, Steven now uses his analytical mindset to gain insight, solve problems, and diagnose real issues.

He assumes the roles of Business Analyst and Delivery Manager and applies his sophisticated grasp of technology and data when working with public, private, and not-for-profit organisations – delivering technology and digital solutions.

He is also very experienced in designing and executing testing for complex digital solutions and has recently developed a new approach and tools for managing the logistics of complex testing.

Tom Hall

Senior Consultant

Tom joined Farsight from the consumer organisation Which?, where he worked with the company’s senior leadership team on company strategy and on the launch of new digital services and products.

Tom builds trusted relationships quickly and uses varied modelling, mapping and analytical techniques to enable stakeholders to spot opportunities and see things differently.

He’s often found in government digital departments, where project teams make the most of his experience as a Business Analyst and Service Designer.

David Swordy

Senior Consultant

David joined us at Farsight following two years in the research industry, where he developed his analytical and project management skills. He has a Master’s degree in Social Policy & Research from University College, London, with interests including statistics and the philosophy of education.

He now works as a Business Analyst in government digital teams, supporting the development of new and better services from the ground up. He is comfortable working across the public, private and not-for-profit sectors.

David brings together user research and service modelling to help projects’ stakeholders work through complex issues, take informed decisions and effect lasting change.

Matteo Quacquarelli

Senior Consultant

Before joining Farsight Matteo studied Economics and Management at Bristol University.

He has experience in the financial services sector, working as a Mergers and Acquisition Analyst, and has now turned his attention to digital transformation.

Matteo is a strong user-focused Business Analyst that successfully combines deep analysis and insights across data, people and policy to move things forwards and deliver value to organisations, users, and service providers.

Rebecca Noble

Senior Consultant

Rebecca joined Farsight from the civil service, where she worked as a policy adviser with a range of project management and research responsibilities. She holds a PhD from the University of Warwick and a History degree from the University of Oxford.

She is confident helping a team engage with a diverse range of project stakeholders and understanding the ‘big picture’ of policies and strategies while anchoring it in the details of her analysis. She brings this expertise to bear in the roles she takes on as a Business Analyst.

Outside work, Rebecca is also a trustee for a mental health charity in Coventry.

James Asamoah

Senior Consultant

James combined an Economics degree with a passion for music tech at Loughborough University.

He has experience in designing and implementing process improvements in a diverse set of industries, from the digitalisation of the rail network, to gold-mining, and marketing in creative industries.

James is used to adapting quickly to new environments, using an enquiring mind to think through complex problems logically and creatively.

Matt Wyman

Senior Consultant

Matt has a strong analytical background having studied Biological Sciences and Veterinary Medicine at Cardiff and Cambridge University. Matt channels the rigour of his academic background to produce thorough analysis that helps people see things differently.

He is currently working within government departments adopting agile methodology to drive digital and business transformation. Matt uses a range of techniques and methodologies to deliver real value and transform the way things are done, including service mapping, business and performance analysis, cost modelling, and user analysis.

Mike Emery


After graduating from Exeter University in History and Politics Mike went on to complete a postgraduate degree in International Security and Development at Kings College London.

Mike has an inquisitive and enquiring mind which he applies to solving complex problems, creating innovative solutions, and helping people to see things differently.

He applies this mindset along with skills in business analysis, data modelling and facilitation when working with agile delivery teams in government, and with technology suppliers across the private sector.

Gemma Say

User Research / User Centred Designer

Gemma is a user-centred researcher and designer with a degree in Design Ergonomics.

She joined Farsight with a wealth of experience as a Human Factors Researcher and Designer within the rail sector, which she now uses across a range of digital teams working to improve the experience of end users.

She has a strong focus on users’ journeys through products and services, and brings research and analysis skills together with careful planning to produce accurate insights that inform creativity and innovation from a user’s perspective.

Mark Kenny


Mark graduated from Warwick University with a first-class degree in History and Politics. As part of his degree, Mark spent a year down under on an academic exchange in Melbourne, Australia.

Mark has extensive consultancy experience within the public health sector and cut his teeth working for a London based e-Learning start up before he joined Farsight.  Since then he has been working on large digital projects in the probation and housing sectors.

He has a proven track record of successful digital analysis and delivery management which stems from his strong communication skills and relentless desire to innovate.

Oli Roth


Oli graduated from University of Oxford University with a degree in English.

He has a strong analytical background and an enquiring mind. Before joining Farsight, Oli worked in NHS Blood and Transport where he worked on their key operational challenges and programme delivery.

Oli is currently working in government departments supporting them develop and roll out new services aligned to citizen’s needs.

Alex Jenkins

Lead Designer

Alex is an award-winning print and digital designer with over 10 years experience of making things look awesome!

As a cross discipline designer there are few areas Alex hasn’t worked in. He works closely with the client delivery team applying his conceptual mind, bold and bright ideas, and creative flare to a range of client delivery projects.

Alex has an eye for translating complex information, concepts and ideas into something visually clear, easy to understand and engaging and is a real asset to the team.

Joe Crawford


Joe spent his time after graduating from Loughborough University in the nuclear defence and pharmaceutical industries, while also managing to pick up experience rehabilitating injured athletes as a qualified sports masseur.

He now spends his time driving key digital projects forward using his analysis, problem solving and facilitation skills.

His confidence as a Business Analyst and Delivery Manager, combined with his ability to adapt quickly to a changing landscape, sets him up well to make a real difference to each organisation he works with.

Mike Wrathall


Having graduated with a degree in Economics and Management from the University of Oxford, Mike spent a year in Australia working on private-public partnerships with the New South Wales government.

Based in Sydney, Mike worked on the modernisation of TAFE NSW, a key higher education provider in the state, before taking a role on the innovate Sydney Metro Northwest, Australia’s largest ever public infrastructure project and first driverless passenger train network.

With experience in digital marketing, project planning and project delivery, Mike brings a range of skills to the challenge of delivering lasting value to organisations.

Andrew Dickinson


Andrew joined Farsight following several years in the charity sector, where he spent most of his time building rehabilitation programmes for the NHS. He developed a new model for supporting and rehabilitating family members after someone suffers a traumatic spinal injury, including introducing and delivering psycho-social counselling, mentoring 150 families, trialing rehab models with hospitals and reshaping the internal organisation to support the new service.

Andrew now uses his experience in user-centred design and service development in his role as a Business Analyst. He thrives in complex situations and enjoys connecting with others to come up with creative solutions.

Rachel Welch

User Research / User Centred Designer

Rachel graduated from Central Saint Martins with a degree in Product Design.

She has experience across a number of areas. Before joining Farsight Rachel was working as junior Product Manager on an investment app, with responsibility for UI, UX design and overseeing the user-focused testing.

Rachel is now enjoying using her inquisitive and creative mind to design innovative user focussed solutions and services. She balances a strong focus on getting the details right, understanding the bigger picture and cleverly brings together design thinking, research and the users perspective.

Alice Muller


Alice studied Politics and International Relations in France and moved to the UK to study a Master’s in Gender and International Development at the London School of Economics. She has also spent time living in Australia, South Korea and Morocco. Her experience of different environments shapes her approach to complex problems and helps her to adapt to changing situations.

After completing her Master’s, she spent time working in a consultancy specialising in change management. She particularly enjoys facilitating the people aspect of technology-led transformation and working in cross-functional teams. She brings her analytical, open-minded perspective to each project to ensure she adds real value to her teams.

Alex Piggins


Alex has a wealth of experience in digital transformation across both the public and private sector. He joins us having run an education tech startup where he developed an immersive digital tutoring product that has been successful both in the UK and international market. Here, he gained extensive experience working with emerging technology, to provide digital solutions to complex user problems.

Alex brings his strong project delivery management skills and a unique knowledge of modernising public services to help serve our clients. He knows what it takes to create fantastic user experiences that deliver real results.

Alex studied Politics at the University of Exeter which then led him to start his career working in the House of Commons providing research and analytical insight into how technology should reshape the future of British industry.

David Russell


David joins Farsight as an Analyst after more than 4 years in Local Government working on large-scale digital transformation projects such as Windows 10 migrations. During this time, he achieved PRINCE2 and Business Analysis accreditation.

David graduated from the University of Stirling with a Master’s degree in international Conflict and Cooperation.

Driven by a project delivery focus; David’s strengths include high-level strategic thinking, using active listening to understand detailed requirements and a keen eye for where processes can be improved.

Jon Eddyshaw


Jon honed his analytical skills studying a Master’s in Physics at the University of Cambridge. While at university, he also developed a passion for musical and improvised theatre.

During his degree, he worked as a content developer for an e-Learning start-up, refining an ability to sort through vast arrays of complex information and boil them down to the core concepts.

After joining Farsight, Jon has utilised his strong skillset working with both private companies and Government service delivery teams to deliver high quality, user focused end products.

Ben Emmett

Talent Acquisition & Development Coordinator

Ben joined Farsight with 9 years’ experience across recruitment, learning and development and HR management. His background is working in small to medium sized companies and supporting them in their growth and the development of their people.

Ben drives Farsight’s recruitment to ensure we continue to identify the strongest, most talented people to work for Farsight. Ben will also be heavily involved in the development of Farsight’s Skills Academy to provide the business with the skills and knowledge needed to meet the needs of our clients.

Alice Crickmay-King

Office Manager

Alice provides strong experience in Office Management, most recently with a London-based, international events company, as well as extensive experience in recruitment in her homeland, Australia.

Alice supports the team across many areas, including organising team and client meetings and ensuring the office is running as smoothly as possible to enable everyone to get on with their day and their job with a smile!

Marina Davies

Executive Assistant

Marina is Executive Assistant to Charlotte Hurst, Managing Director at Farsight. Having previously worked for a Local Authority Marina brings with her extensive experience of providing high level support at a Director level across various service areas including Education, Housing, Adult Social Care and Legal services.

Marina works closely with Charlotte, providing Executive support on everyday projects as well as longer term initiatives.


Fancy a new challenge?

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