Ella d’Amato

Managing Director, Investment and CMO

“Ella is super smart, hugely experienced, incredibly energetic and completely down to earth — everything she has achieved she has earned through hard work and determination, which I love. Oh, and she talks. A lot.” — Paul Cocker

Ella d'Amato


Ella grew up in Weymouth with six siblings. Sheer numbers meant Ella left school at 15 to work, and never looked back. She’s worked in several different sectors, from retail, to hospitality, to law, to chiropractics. By 23, she’d found a job in marketing and quickly progressed up the ranks at Omnicom in London. She went on to be MD of DRUM, a content and social agency at 29, and CEO at 33. She then took a dream role nurturing independent businesses at notonthehighstreet as CCMO. This led her naturally to True, where she now helps our portfolio businesses grow and joins our mission to truly reimagine how business is done. Her own non-traditional background makes her a passionate advocate for social mobility as well as an executive coach, lover of fashion (the slow kind) and mother-of-two.

meet Ella

Why did you choose True?

I chose True because it wants to change the world for the better through doing business the right way. I also felt I could add value across all the different parts of the business and investment companies with my diverse experience. My passion lies in putting people and purpose at the foundation of business.

How would you describe your job to a five-year-old?

I get to help people and businesses grow every day.

What do you love most — and least — about your job?

I love the variety; every day is different. Working with the team and meeting exceptional founders and management teams means I’m always learning and being inspired. I least love having to say no sometimes as there are never enough hours in the day.

Name an idea or company that reimagined a business or industry — one you wish you’d thought of.

Any amazing business making things that were once for the privileged, easier to access for the masses, such as Airbnb.

Which person or people helped shape and inspire who you are today?

I used to always answer this question with ‘my mum’, which is still very true — raising seven children, working and looking after my poorly Dad will forever be inspirational. But I would also say Sam, my husband. He continues to always believe in me and supports me in every new crazy idea I have. He also taught me the power of believing the glass is half full, which makes me who I am today.

true cv

Ella’s expertise at True:

In addition to her leadership across some of True’s portfolio brands, Ella has her finger in many pies. She has overall responsibility for True’s marketing activities, True House and ensuring People and Purpose continually sit at the heart of our activities.

True stories featuring Ella


Ella d'Amato joins True as Investment MD and CMO

Hiring in experts from across the consumer industry supports our mission to reimagine the investment industry. That was one of many reasons for hiring Ella d'Amato, former CCO and CMO of Not on the High Street as True's new Investment MD and CMO.

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Events, Reimagined

This October, our team was finally able to meet in person for a few fun-filled days of getting to know each other — and our new brand — a little better.

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Former OKA CCO appointed as the new CEO of The Frugi Group

True portfolio company and sustainable apparel business The Frugi Group, has appointed Sarah Clark, formerly CCO of luxury British furniture brand OKA, as its new CEO. Sarah will work alongside the existing management team in driving an exciting next chapter of growth and expansion for the future-facing brand.

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