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.

Ella d'Amato joins True as Investment MD and CMO

News / 18 Aug 2021

When recruiting our new board member and CMO, we wanted to look beyond the traditional Private Equity circles, to someone who could bring lateral thinking and a vision beyond our industry. We found them in Ella d’Amato, who has joined the True team from NotontheHighStreet. Having masterminded rapid growth at NOTHS, a purpose-driven consumer brand with PE ownership, Ella is uniquely placed to deliver the commercial acumen that is sensitive to the needs of growing brands with investor-backing, as well as the experience to support the development of True’s brand proposition. She’s also come from a company hardwired to ‘do business for good’ - a mantra that our co-founders, Matt Truman and Paul Cocker, have ingrained in True.

True CMO & Portfolio MD Ella d’Amato says: “It was super clear after meeting with Matt and Paul that they are reimagining what an investment firm should be with their new approach and business model. They have developed a unique brand in the sector and I cannot wait to build that our further with the team. Their consideration and passion for the people they employ – both directly, and indirectly across their portfolio – is abundant, and is what drew me to wanting to work with them. Helping businesses to grow the right way has become my passion and I am excited to work along such an ambitious and growing team.”

“In Ella we have been lucky to find a leader with a unique blend of commercial and marketing acumen, and loads of personality, whose values also align with True’s – to use business as a force for good. Ella’s arrival is another positive leap forward on a journey that keeps getting better.” - Paul Cocker.

Prior to her role at notonthehighstreet d’Amato was CEO of Omnicom’s Content agency, DRUM and sat on the Omnicom Media Group board.

The hire comes at a time following a number of key milestone accomplishments including raising a new £275m private equity fund and becoming one of only a few investment firms globally to achieve B Corporation Certification. As part of this we are committed to building a firm that is even more diverse, inclusive and supportive for the team, which has materialised through initiatives, such as access to workplace mental health platform Unmind for all its directly and indirectly employed staff. We are proud to have excelled in the area of ‘people’ and was named as one of the Best for the World™ B Corps of 2021. Ella will play a large role in bringing to life our people-centric approach to business and building the True brand.