Ella d’Amato

Operating Partner

“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 her leadership across True’s portfolio brands, Ella is a master operator. She successfully led our recent rebrand and office fit-out and always ensures that People and Purpose sit at the heart of all True 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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Frugi welcomes new Chair, Margaret McDonald

Margaret joins Frugi as Chair, bringing her wealth of experience from leading global brands including Victoria’s Secret, Gap, Primark and Masai Clothing.

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True takes D2C clean energy drink Sneak to next level

True has acquired a majority stake in D2C zero sugar, energy drink business Sneak to help supercharge international expansion, build out Sneak’s distribution channels and support the business as it continues to disrupt the traditional energy drink market with its creative approach to marketing and ecommerce.

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relevant people

Danielle Le Toullec

Head of Marketing & Communications

"Dani always brings heaps of vibrancy to the office and everything she does. She’s a marketing wizard, but it’s her natural sparkle that gives life to the brand and True."

Danielle Le Toullec