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

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

Southwest Sales Representative

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.

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.

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.

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.

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.