Ewen Wardman

CEO & Co-Founder

With an entrepreneurial drive, always on the lookout for new areas of disruptive innovation, iLivestock’s CEO Ewen leads a young, industry-transforming company that is set out to change the world of livestock farming. Ewen’s key areas of responsibility are driving the business vision, commercial strategy, investor relations, and partnership & industry engagement. Also, team building is always top of mind. With infectious energy, he creates a positive working environment for his team.

Specialised in bespoke data integrations, EID and RFID technology, Ewen implemented and integrated on-farm technology around the world. He visited beef and sheep farms in Australia, South Africa, China, EMEA, Canada and UK, solving real farm issues with RFID and integration. He realised that capturing on-farm data was not just a problem in the UK, but an issue around the world. He saw an opportunity to help livestock farmers turn their farms into businesses with integrated precision farming technology. Eventually, that epiphany led to the foundation of Duradiamond Software in 2012 and iLivestock in 2019.

Jamie Pugh

COO & Co-Founder

Jamie oversees the operational side of the business focusing on service delivery, business development, statutory compliance, IP strategy, industry & government funding, and back office operations. With over 15 years of experience in service implementation, commercial contract and service delivery of complex digital engineering projects, Jamie has an extensive background in the healthcare sector, working in customer-facing and international environments involving numerous stakeholders.

At Duradiamond Healthcare Jamie designed, implemented and managed health orientated business intelligence solutions for public and private sector organisations within the UK. These services were designed to increase impact on productivity, efficiency and profitability of workforces. Jamie applies his adept communication skills and business acumen for the commercial product exploitation of iLivestock.

Ian Jones

Head of Sales UK

Ian Jones, Head of Sales at iLivestock, brings a wealth of experience and a rich background in agriculture to the team. With over 14 years at Allflex/MSD, Ian honed his skills and built a solid reputation in the industry. Before joining Allflex in 2010 as an area sales representative in Wales, Ian dedicated 25 years to the Institute of Grassland and Environmental Research (IGER), starting as a stockman and eventually becoming the farm advisor to science at the site.

Ian's career highlights encompass pivotal roles in sales and support within the amalgamated UK animal identification companies of Ritchey, Cox, and Allflex. More recently, under the MSD banner, he provided ID support at a European level before transitioning to a global product adoption position, where he trained teams worldwide. Ian's commitment to delivering exceptional customer service and support has remained steadfast throughout his career. At iLivestock, Ian continues to leverage his extensive experience and industry knowledge to drive success and innovation, ensuring the best solutions for livestock management.

Sarah Pennington

Account Manager South England

With eight years of experience on sheep farms and the responsibility of managing her own flock using iLivestock's software, Sarah brings extensive practical knowledge to the team. Her background also includes working as front of house and a maker in her parents' jewellery business, where she developed strong customer service and communication skills.

Having worked on various farms, Sarah has observed numerous management systems, giving her a deep understanding of the diverse needs and practices of farmers. This diverse experience ensures she can easily connect with farmers, understand their unique needs, and help them adopt efficient livestock management practices.

Zoe Steel

Account Manager Scotland

Zoe Steel brings a wealth of experience and a genuine passion for the farming sector. With a degree in Applied Animal Science and a solid background in animal husbandry, she is committed to enhancing animal growth and health.

Zoe’s career spans customer service, sales, and marketing roles within the agricultural industry, including her most recent position at McCaskie Country Stores in Stirling. There, she provided expert advice on animal products and machinery.

In addition to her professional experience, Zoe is actively involved in her family’s farm, where she oversees horse feed, cares for pedigree livestock, and assists with the harvest. Her hands-on experience and commitment to the agricultural lifestyle are further demonstrated by her participation in horse competitions.

Zoe's dedication and practical knowledge make her a valuable asset to the iLivestock team, and she is excited to apply her expertise to support Scotland's agricultural community.

Ella Roberts

Account Manager North Wales & Shropshire

Ella Roberts is the go-to person for all things livestock in North Wales & Shropshire at iLivestock. With a sales-focused role, she’s passionate about helping farmers and livestock managers find the best tech solutions to improve their operations.

Ella has a degree in Agri-Business from Harper Adams University, which gives her a strong foundation in both the technical and business aspects of agriculture. Before joining iLivestock, she worked as a Livestock Analyst for AHDB, where she gained experience in interpreting agricultural data and building strong relationships with stakeholders. Ella also worked as a Dairy Farm Assistant in New Zealand, milking and caring for over 1,000 dairy cows, and has hands-on experience on her family’s suckler beef farm.

In addition to her agricultural experience, Ella has worked in marketing roles, including a position at Dechra Veterinary Products, which further honed her communication and customer service skills. She’s always eager to bring her diverse experience to her clients, helping them optimise their operations with iLivestock’s innovative solutions.

Ella’s mix of agricultural knowledge, sales expertise, and relationship-building skills make her a valuable asset to the iLivestock team. Outside of work, Ella stays active through running, fitness challenges, and her involvement with the Wales Young Farmers Association.

Georgia Foster

International and UK Account Manager

Georgia Foster is a passionate advocate for agriculture with a strong background in farming and agritech. Growing up on a large family sheep and beef farm in Canterbury, New Zealand, she developed a deep connection to the farming community. After completing her Bachelor of Agriculture at Oregon State University and Lincoln University, she joined Halter, a New Zealand agritech start-up, as a Customer Success Representative, where she supported farmers during a period of rapid company growth.

Recently, Georgia has been further enhancing her practical farming experience by working on a cattle farm just outside Stirling, Scotland. She now plays a pivotal role in bridging sales and support efforts both within the UK and internationally for iLivestock.

In her current role, Georgia provides strategic and hands-on support to UK farmers and international accounts. She oversees platform support via phone, email, and intercom, ensuring customers’ needs are met. She also supports the sales team at agricultural events and serves as the primary contact for partners and their farmers, offering guidance and assistance both remotely and on-farm. Additionally, Georgia helps farmers set up and optimise their on-farm systems, manages subscription renewals, and strengthens relationships with key stakeholders to ensure customer satisfaction.

Georgia’s hands-on farming experience and dedication to customer success make her a valuable asset to iLivestock, driving positive outcomes for farmers and partners alike.

Gabbi Duvall

Head of Customer Success

Gabbi, with her diverse background in broadcast, advertising, and agriculture, brings over 15 years of SaaS (Software as a Service) technology knowledge to the table. Her expertise spans implementation, digital transformation, and customer support for global brands. Having supported individual customers and global businesses for more than two decades, Gabbi is well-versed in navigating the ever-evolving tech landscape. In her recent role within farm management software, Gabbi has honed her skills by deeply understanding the pain points of farmers.

She recognises the challenges they face and knows how to streamline everyday tasks through software solutions. Her approach is both mindful and technical, ensuring that farm management tools are easily adopted, making tasks faster, more automated, and hassle-free. Gabbi, with her mindful approach, encourages farmers every day to embrace technology. Whether it’s optimising farm setups or automating routine tasks, her commitment to excellence ensures the farmers’ livestock management journey will be seamless and successful.

Anne Wellenberg

Product Owner

Our Product Owner Anne is responsible for the quality of our digital product portfolio, identifying on-farm customer needs, and translating them into technical requirements in line with iLivestock’s business goals. With a Bachelor Degree in Animal Husbandry, Anne worked as a Nutrition Consultant for livestock farmers at Royal Agrifirm Group.

During her time at Gallagher Europe B.V., she further developed her knowledge of the agricultural industry in a multinational environment as International Product Manager. Working closely with our Executive Team, Anne frames the problems our sheep and cattle farmers are facing on the farm and sets priorities for our technical delivery team.

Yoni van Breukelen

Head of Marketing & Communications

With a background rooted in marketing and communications, Yoni is in charge of enhancing iLivestock’s global influence, reach and impact with customer-focused content. Throughout her career, Yoni worked collaboratively with executive, BD and technical teams to launch new products and devise new ways of generating revenues.

In a previous role, she spearheaded marketing activities for Agri-EPI Centre. During this time, in close collaboration with other UK Agri-Tech Centres, she gained a full understanding of farming, food production and sustainability challenges UK farmers are faced with. There she established a portfolio of integrated marketing campaigns, positioning innovative precision livestock farming technology.

Sara Pugh

Head of Operations

As Head of Operations, Sara is the driving force behind our operations. With a wealth of experience in project management, backed by her expertise in PM and finance, as well as a degree in business management, Sara plays a pivotal role at iLivestock. Her close collaboration with UK national and international agricultural societies allows her to deliver innovative solutions that streamline their processes and procedures. She oversees project implementation across our diverse client base, ensuring deadlines are met and resources are allocated effectively. Additionally, Sara provides essential support and training to clients, leveraging her effective communication skills and keen eye for detail. Sara’s background in accounting and finance includes roles as a trainee accountant and a finance team leader. Recently, she graduated with a BA Hons in Management from Robert Gordon University and holds a qualification from the Chartered Institute of Management Accounting. Thanks to Sara’s efforts, our business runs seamlessly on all fronts.

Lorna Mackenzie

Operational Assistant

Lorna grew up on a farm in Fife, developing a deep connection to agriculture from a young age. After spending a year in New Zealand working on a farm and with horses, she returned to the UK and graduated from the University of St Andrews with a degree in Chemistry. Though her studies provided “fuel for innovation,” Lorna’s true passion lies in combining her scientific background with her love for farming.

Lorna’s diverse work experience spans across multiple sectors. From managing administrative tasks for her dad’s agricultural construction business, to her time as a laboratory technician at Simpsons Malt, she’s gained valuable insights into different industries. Additionally, her roles in hospitality and retail have shaped her excellent organisational and communication skills. Outside of work, Lorna stays active by playing netball, riding her horse, and taking long walks with her dog.

Her varied skill set and passion for agriculture make Lorna a perfect fit for iLivestock, where she plays a key role in supporting the operational side of the business.

Stacey Gibson

Technical Project Manager

Stacey oversees projects related to web, mobile, and hardware technology. Stacey has a strong background in software testing and quality assurance, having been the first software tester at iLivestock and having obtained an ISTQB certification and a Software Development Apprenticeship. Stacey is passionate about improving the technical functionality and usability of iLivestock products and software features, as well as advocating for the end user's experience.

Stacey also has a certificate in Counselling, which enhances her people management skills and attention to detail. Stacey is always looking to expand her technical know-how and improve testing practices, as well as to manage risks, coordinate resources, and provide guidance to team members throughout the project lifecycle.

Steven Segaud

QA Tester

As the Quality Assurance Tester at iLivestock, Steven is dedicated to ensuring that each product release meets the highest standards before it reaches the public. Though his background is in music—having served as a school teacher and a music director for theatre companies—Steven has successfully transitioned these skills into personal hobbies.

A talented violin, viola, and piano player, he now channels his passion for precision into coding and gaming. When not perfecting software or playing games, Steven enjoys spending time with his wonderful baby boy.

Stephen Alexander

Head of Engineering

At iLivestock, our Head of Engineering Stephen, not only crafts code, but also spearheads our entire platform. Stephen collaborates closely with our Hardware Integration Lead and Product Owner, focusing on specifying and developing new mobile app features tailored to the intricate requirements of the farming industry. Notably, he ensures seamless integration with existing on-farm equipment via Bluetooth. Stephen brings a wealth of experience as a software developer in the mobile application development industry. During his tenure at BBC Scotland, he played a pivotal role in shaping the mobile applications Bitesize and STV Android Player. His professional expertise extends across the entire software design lifecycle, encompassing requirements definition, testing, release, and maintenance. Stephen’s strengths lie in comprehensive problem-solving and meticulous attention to detail. Stephen’s role ensures our platform caters to the unique needs of farmers, allowing them to manage their livestock efficiently. His expertise in mobile app development contributes significantly to our mission of providing user-friendly solutions for livestock management.

Jules Coynel

Senior iOS Engineer

Jules brings extensive experience in software development, with a diverse background spanning industries like technology, fashion, and retail. He has played a key role in developing applications for leading companies such as John Lewis, O2, Tesco Bank, and other major financial institutions. As a lead iOS engineer, Jules has demonstrated his expertise across the entire Apple ecosystem, including iPhone, iPad, watchOS, and macOS, contributing to projects ranging from innovative startups to FTSE 100 companies.

Currently based in Edinburgh, Jules has recently embarked on a new journey in the agricultural sector, where he is dedicated to advancing iLivestock's iOS applications. When not crafting top-tier apps, he enjoys travelling the world and discovering new destinations.

Kenneth Stewart

Mobile Engineer

Kenneth has a strong enthusiasm for Android development, while also ready to dive into iOS projects. Although he is new to the agricultural technology industry, Kenneth brings a wealth of experience from his previous roles. After moving back to the UK in 2018, he enhanced his skills at Codeclan and built a robust QA background through positions at Bemo and xDesign, where he tested mobile applications for high-profile clients such as STV, Heineken, and Rothschild, and developed automated testing solutions.

His mobile development experience includes work with NovarumDx, where he created apps for scanning and analysing lateral flow tests used in both pharmaceutical and veterinary fields. Kenneth has also tackled cross-platform development with Xamarin Forms and led the transition to native development by rewriting imaging libraries in Swift and creating an SDK for React Native - Expo. Fluent in Chinese, Kenneth’s international experience, including studying and working in China, adds a unique perspective to his new role in agricultural technology.

Stephen Bradley

Full-stack Engineer

Stephen brings a creative twist to coding, having swapped his architecture career for life as a Full-Stack Engineer. With over five years of experience, he’s carved out a niche in frontend development while keeping his hands dirty on the backend too.

He’s worked with some of Edinburgh’s top start-ups, including leading frontend projects for big-name clients like Comcast and Hulu. Along the way, he’s helped build MVPs that secured funding, revamped UI platforms, boosted performance, and even rolled out features that won contracts with major UK councils.

Stephen’s tech stack is packed, with expertise in JavaScript, Python, React, Django, Node.js, SQL, and more. He’s also a big advocate for clean, user-friendly design, making sure everything he builds looks great and works even better.

When he’s not coding, Stephen’s often daydreaming about owning a smallholding and reading up on the challenges farmers face. That passion for the farming world makes him a great fit for iLivestock, where he’s all in on making farmers’ lives easier with smart, simple tech.