Leadership

Bill joined the company on 18 April 2019 as a Non-Executive Director, and became Chief Executive Officer on 19 February 2020.

Formerly the President and Chief Operating Officer of AutoNation, the largest automotive retailer in America, Bill has executive experience in the effective deployment of automotive technology management systems, enabling him to provide effective leadership of the Pinewood Technologies PLC Board and advise in relation to the Company’s future strategy.

Ollie joined the company in December 2005. He previously worked at Deloitte, where he qualified as a chartered accountant.

He has held a number of senior finance roles across the then wider organization including Group Financial Controller and Director of Group Finance. Ollie had a key role in the disposal of the UK Motor and Leasing divisions of the Company to Lithia Motors, Inc. Ollie’s accounting, financial and investor relations experience adds significant value to the Board.

Ben Cooper is Chief Revenue Officer at Pinewood.AI, leading the company’s global revenue strategy across sales, account management, marketing and revenue operations. He brings more than 20 years’ experience in technology and digital commerce, with expertise in international growth, market expansion and emerging technologies.

Before joining Pinewood, Ben spent six years at Impel, most recently as Managing Director, International, helping scale its operations across more than 50 countries. He previously held senior leadership roles at Criteo and HookLogic and began his career at Xerox. Ben holds a BA (Hons) from the University of Sheffield.

Kim joined the company in June 2024 having previously been the Chief Marketing Officer and Chief Customer Officer at Pendragon PLC, the UK’s Leading Automotive Retailer.

Prior to that Kim spent seven years at AutoNation and five years in professional sports, including time at The Miami Dolphins of the National Football League acting in a chief of staff capacity to the CEO and Ownership.

George joined the company on 1 May 2025 as Chief Product Officer.

Formerly the Chief Innovation & Technology Officer at Lithia Motors, Inc., the largest automotive retailer in the world, George has executive experience in automotive technology and innovation, with particular expertise in the effective deployment of automotive technology management systems, enabling him to provide strategic leadership in relation to the Company’s product strategy and future growth.

Andrew Kabrit is Co-Founder and Chief Product Officer of Seez, Pinewood’s AI division. He leads the strategy and development of its AI-powered product portfolio, including tools designed to improve customer engagement and digital automotive retail. In 2023, Andrew led the redevelopment of Seezar, creating one of the automotive industry’s first GPT-powered customer assistants.

A lifelong entrepreneur, he founded his first company at 15 and has since built several businesses. Andrew holds an MSc in Information Management and Business Economics from Copenhagen Business School and actively mentors startups across Europe and the Gulf.

Tarek Kabrit is Co-Founder and Chief Executive Officer of Seez, Pinewood’s AI division. Before establishing Seez in 2016, he built an international career spanning investment banking, private equity, strategy and venture capital. His previous roles include positions at Deutsche Bank, Abraaj Capital, Siraj Capital and Booz & Company. Tarek has completed more than $2 billion in mergers and acquisitions and has advised and invested in businesses across the Middle East and beyond.

He holds an MBA from INSEAD and master’s and bachelor’s degrees in finance, economics and biology.

Kieran Kelly is Chief Technology Officer at Pinewood.AI, leading the company’s global technology strategy, engineering, cybersecurity and AI initiatives. Since joining Pinewood in 2001, he has played a central role in its transformation into a global software platform business.

As the technical founder of Pinewood’s Dealer Management System, Kieran led the design and architecture of its enterprise-grade, cloud-native platform, serving automotive retailers, manufacturers and partners worldwide. He has since built a global technology organisation focused on delivering secure, scalable and resilient solutions across international markets.

Sarah joined the Company on 18 April 2019 as Bill’s Executive Assistant and was appointed Chief of Staff in June 2025.

Working closely with the executive team, Sarah supports the effective day-to-day operation of the business and delivery of key strategic priorities.

Sarah has over 20 years’ experience in the automotive technology space, having held a variety of roles, most recently at Pendragon PLC, where she developed extensive experience in the automotive retail sector and gained valuable industry insight.

Steve Meadows is Chief Customer Officer at Pinewood.AI, responsible for strengthening customer relationships and supporting successful delivery worldwide. Since joining Pinewood in 1997, he has held leadership roles across implementation, training, product development and commercial operations.

Steve has lead the development and international expansion of Pinewood’s dealer management platform, working closely with automotive retailers and manufacturers. His experience spans product innovation, operational change, customer delivery and global OEM integrations. Steve holds a BSc (Hons) in Management and Administration from Aston University.

Matt is Chief Strategy and Transformation Officer at Pinewood.AI. He leads the development and execution of Pinewood’s strategy, designed to unlock disproportionate growth and create long-term shareholder value.

Matt brings extensive C-suite experience across strategy, transformation, data, technology, digital operations and commercial development, alongside nearly two decades’ experience across the automotive, retail and general merchandise sectors. He previously held senior strategy roles at Pendragon PLC, Lithia UK and Marshall Motor Group. Matt began his career in strategy consulting at Deloitte and holds a BSc (Hons) in Business Administration from the University of Bath.

Graduating in 2001 with a First-Class Degree in Information Technology, Simon is a commercially driven technology
leader with over 15 years of experience in the automotive sector. He has served as Chief Operating Officer at both GForces and, more recently, the Automotive Transformation Group.

Simon is a seasoned Private Equity–backed board member and has played a pivotal role in multiple successful acquisitions,
mergers, and exit processes. His strategic leadership and operational discipline have consistently delivered strong commercial outcomes and organizational scale-up.

Before entering the automotive industry, Simon held several senior roles at J Sainsbury’s PLC, a FTSE 100 retailer. Rising to the position of Head of Technology Procurement, he gained significant exposure to highly complex commercial, operational, and technology-driven negotiations. In recognition of his achievements, Simon was awarded the Chartered Institute of Purchasing’s 35 Under 35 accolade in 2009.

With a track record of driving transformation, delivering shareholder value, and leading high-performance teams, Simon brings a unique blend of commercial acumen, operational expertise, and deep technology insight to every organization he supports.