Senior Team

Peter Ballard: Partner

Peter is one of the founding Managing Partners of Foolproof. Peter's previous role was as the Marketing Director of Virgin Money. He joined the Virgin Group in 1994 and was one of the founders of the Virgin financial enterprise. His experience in e-commerce dates back almost as far. Peter brings extensive experience in financial services management and consultancy and has successfully headed up projects at Foolproof for many of the UK’s leading brands.

Tom Wood: Partner

Tom is one of the founding Managing Partners of Foolproof. Tom was previously Head of Advertising at Virgin Money, a role which made him focus on improving conversion performance on e-commerce sites. He pioneered usability research at Virgin Money and has been planning, moderating and analysing qualitative research throughout his career. Before Virgin, Tom worked in advertising on the agency side at Ogilvy & Mather.

Tim Loo: London Partner

Tim joined the business in its early days as a start-up working with the founders to establish Foolproof as a leading brand in digital services. Prior to joining Foolproof he was a senior consultant at the Australian financial services giant AMP. He spent over ten years within this organisation working on projects across the world. In the UK, he had a senior role within the team running the investment portal Ample (formerly iii.co.uk). Tim has been a Committee Member of the Usability Professionals Association (UPA).

Ray McCune: Strategy Director

Ray leads the development of new service offerings at Foolproof and often develops and shapes strategic client engagements in the UK and internationally. Ray was one of three founding partners of the user experience consultancy fhios. Prior to this Ray was Director of Business Development for the London office of Rare Medium - a NASDAQ quoted digital agency. He has managed a wide range of strategic consulting engagements for leading brands in finance, retail, travel and FMCG. He holds a BSc in Organizational Psychology and is a member of the Institute of Direct Marketing.  

Marc Oldman: Finance Director

Marc is Foolproof's Finance Director, he  has been with Foolproof since 2002  prior to which he trained with a national firm of chartered accountants before moving on to a regional firm, and then into industry. As well as managing its internal infrastructure, Marc is responsible for the financial wellbeing of Foolproof, and takes a lead role in the development of business metrics and longer term growth planning.

Hayley Wheeldon: Group Account Director

Hayley leads Foolproof’s client services team in Norwich, managing the client needs and delivery of projects across different account groups. Hayley has over 10 years marketing experience, 7 of which have been gained within the financial services industry. Her previous roles have included Head of Marketing at Spanish Bank BBVA plus senior marketing roles at Virgin Money and Norwich Union. She has experience of managing multi-million pound marketing budgets and delivering sales and revenue through integrated distribution channels, including involvement in online and e-marketing since 1999.

Michal Vinik: Account Director

Michal has over 10 years of client management experience. At Foolproof she is servicing clients across a range of sectors including Financial Services, Travel and Leisure and Retail. Prior to joining Foolproof, Michal managed and developed key client relationships for Flow Interactive, focusing on blue chip companies & the private sector. Prior to moving into the digital space Michal worked in the pharmaceutical industry, at GlaxoSmithKline’s Sales and Marketing Department. Michal holds MBA and BSc in Life and Exact sciences.

David Buckwell: Account Director

David joined Foolproof in 2004, and has been responsible for building and managing new client relationships across a range of industry sectors. Today he manages a client portfolio which includes many leading brands in Financial Services, Travel and Leisure and Online Gaming. Prior to working with Foolproof, David worked in a number of agency and client side roles including the BBC.

Saul Annett: Head of Business Development

Saul heads up business development at Foolproof, and is responsible for building its new business portfolio by establishing new client relationships with many of the most recognised brands in the UK and internationally. Saul has been working in business development in the digital sector since 1997 when he was responsible for managing the new business operation for one of the UK’s first ISP’s. Since then, Saul has worked for a variety of digital agencies including Rare Medium, a NASDAQ quoted web integrator