Team

Alex Finnemore

Berlin

PhD in Physics from Cambridge. A decade as a consultative enterprise sales leader focused on AI/ML adoption within the Global 2000. Drove $140m+ in services revenue. Co-led two successful exits.

Former Chief Partnerships Officer at .Monks (7,500 people) — led M&A strategy for AI consultancies and global partnerships with NVIDIA and Palantir. Before that, Head of Revenue at TheoremOne, where he built a 20-person sales team, scaled revenue to $57m+ annually, and grew the company from 120 to 450 people before co-leading the acquisition by .Monks.

Started as a principal consultant landing $125k–$1.25m contracts with C-level stakeholders and growing them into multi-year transformation programs. Clients include First American, INFOR, American Express, British Standards Institution, and Kia.

South African. Studied at Stellenbosch and UCT before Cambridge. Also an artist — Living Matter Studio.

Mike Joyce

Amsterdam

Five years at AWS running innovation incubators for strategic accounts. Created and operated a program for 28 of AWS's top global accounts — Meta, Netflix, Salesforce, Amazon — designing data-driven experiments and technical narratives. ~$4B ARR impact through customer investments and internal product launches.

Designed ML innovation strategy for Nike's 1,000+ data professionals. Led cross-functional design of AT&T's full-stack developer marketplace and multicloud IoT provisioning engine (100k+ SIMs sold). Before AWS, built cloud-native payroll and HR systems at Cast&Crew adopted by Viacom, Sony, and Disney (~$10M annual savings).

Drawn to ambiguous, high-stakes problem spaces where systems don't align. Strength is pattern recognition — translating vague concerns into actionable strategies. itsmikejoyce.com

Pascal Staud

Düsseldorf

Co-founded and ran STAUD STUDIOS for over a decade — content production, automotive, digital. Then co-founded Monks (S4Capital's global digital brand), leading transformation in automotive and mobility.

Advisor and angel investor. Built companies across health tech (AERA Health), crypto (Galileo Protocol), and consulting. Knows how to grow things that matter.

Together

We've seen how the big agencies work. We've built the software, run the sales cycles, navigated the enterprise complexity.

Now we're building the company we want to work for: small, senior only, interesting projects where we can gain operational leverage on our judgment — for the betterment of customers and bringing them on their heroes journey.