Our people

Our dream team is made up of ordinary citizens from all over the globe who have Voltron-ed together to create something awesome. When we all put our hands in the center of the circle and murmur the incantation that summons the orb of light, we do so to rid the marketing world of bad content.

Our customers love working with us, although they’re not 100% sure that we’re sane (we are; we checked). They’ve given us a world-class NPS score of 88%, so we must be doing something right!


"I think it's magic, right?"

Ed Lye, CRM Manager, Gumtree

Leadership team

Parry Malm, Chief Executive Officer

Parry is a well-known digital marketing dude. He has worked with countless brands and media outlets to help them optimize their online results, and is one of the world’s leading experts on email marketing (which he blogs about here sometimes.) He started his career coding middleware for CRM software, then sent out millions of emails for global brands, before running the strategy department for an ESP. He holds a BBA (1st) in Marketing & Statistics and can probably beat you in an Excel-off. On weekends, he helps wayward youths see the error of their ways through the magic of interpretive dance.


Victoria Peppiatt, Chief Revenue Officer

Victoria is a person who gets things done. Vibrant, enthusiastic and often loud, Victoria is focused on ensuring that Phrasee not only attracts world-leading brands, but that they remain ecstatically happy. As CRO, she oversees marketing, sales, customer success and partnerships – ensuring all teams are aligned and working together. She’s an eternal optimist, and the possessor of the biggest smile in SW London. She holds a BMus in Music & Technology and is the proud mum to Max and Marni.


Dan Medlock, Chief Financial and Operating Officer

Dan is an experienced finance leader across scale-ups and enterprise businesses. He was previously Finance Director for Streetbees, an AI scale-up and for the UK cybersecurity unit of BT Group plc. At BT he also led the international commercial finance team for cybersecurity, responsible for over $1 billion of commercial proposals. Prior to BT he co-founded a start-up and was a consultant for KPMG, advising technology businesses and private equity on growth strategy and M&A. Dan’s role is to ensure that Phrasee doesn’t spend too much on champagne and biscuits. It is a difficult job.


Neil Yager, PhD, Distinguished Data Scientist

Neil loves data. As one of the world’s leading experts in the commercialization of artificial intelligence, there’s not much he likes more than sinking his teeth into a fresh data set (well, maybe a Korean taco). Neil holds a PhD in Computer Science and was granted a prestigious innovation award. He has written over a dozen academic publications, a book on data mining, and holds several patents. Phrasee’s market-leading learning engine is the culmination of his experience and passion for machine learning. When not working, Neil is likely in a country you couldn’t find on a map, alongside his wife and sons.


Matt Simmonds, Chief Product and Technology Officer

Matt is an experienced product, engineering and design leader focused on marketing and advertising technology. His specialty is cutting-edge technology that solves real problems marketers face with a seamless user experience. The more cutting edge the better; in fact, Matt’s ideal working environment is that sharp bit on a box of aluminum foil. Prior to Phrasee, Matt was CPTO at Partnerize, and has also held leadership positions at Oracle, GroupM and Yahoo!. Matt holds a BSc in Economics from the London School of Economics and an MSc in Computer Science from Imperial College London, so yes, he’s kind of a big deal.


Kath Easthope, VP, Global Marketing

Kath brings 25 years of agency-side experience developing communications and content marketing strategies for some of the most exciting and progressive tech brands, including helping to launch Salesforce in Europe. This launch sparked a passion for working with entrepreneurs and transformative CEOs that has continued to grow over the years. After 20 years on the agency side, most recently as Managaing Director of Bite, she headed to Phrasee. Kath’s job is to tell the story of Phrasee to the world, and possibly to other worlds if any aliens show up.


Natalie Johnson, VP, Customer Success 

With over 10 years’ experience in MarTech advising global brands, Nat has a true desire to help her customers drive results. Nat joined Phrasee in 2017, where she dived headfirst into spreading the word of the Brand Language Optimization revolution. Nat’s responsible for helping Phrasee’s customers make more money and look good in front of their bosses, which she does through her motivational speaking series “You’re Awesome: Now March In There And Go For It, Champ Because You Can Do It,” which is a title that desperately needs reworking.


Jasper Pye, VP, Product

One of the original members of Phrasee’s founding team, Jasper’s active involvement in the building of Phrasee’s beta product and his uncanny ability to complete every single task he was ever assigned on time made him a natural fit as Phrasee’s Product Lead. With extensive design experience specialising in UX and UI/product design, Jasper has been integral in ensuring Phrasee’s world-leading AI is accessible, easy-to-use and simple to plug into each customer’s MarTech stack. Essentially, if something in the product bothers you, it’s Jasper’s fault, and we will allow you to throw one (1) tomato at him.


Jeff DiBartolo, VP, Sales

Jeff’s professional career has been centered around marketing and marketing tech for more than 25 years. He began as a creative designer for small creative agencies, and then founded his own digital agency, INTERACT Multimedia. After INTERACT, Jeff led many successful teams at companies such as Pega, Lytics, Omniture / Adobe, ExactTarget / Salesforce, and Spreadfast / Khoros. We’re delighted to have him here at Phrasee / Phrasee2: Electric Boogaloo (rebranding pending). Jeff’s creative, agency, marketing and sales experience has helped ensure successful results for his customers, and he’s excited to help his phuture Phrasee Phriends.


Barbara Rusis, Finance Director

With more than 25 years’ international accounting and financial management experience in high-tech companies, Barbara knows what truly drives the financial function of a growing company from her commercial experience in US, Europe, Asia, and Africa. She has lived for many years in Germany and Latvia working for global companies. She holds a BA in business and an MBA from Clemson University. When not doing Phrasee Phinance, she is most likely running a scout group. In her own words… A comedian in some cultures. A total nerd in others.