
who we are
OUR TEAM
Leo
Rayman

Leo helps leaders see what's coming and redesign growth before disruption forces their hand. He brings cross-sector pattern recognition from energy transition to food systems to transport electrification, connecting the dots that most leaders treat as separate conversations. Previously CEO of Grey London (WPP) where he launched Grey Consulting. Leo holds a Distinction in Business Sustainability Management from Cambridge Institute of Sustainability Leadership, advises Carbon13 venture builder, and lectures at LSE, UCL, and Oxford Saïd Business School.
Charlie
Beevor

Board Advisor and Commercial Partner, former Unilever VP UK&I Homecare, ClimateTech advisor
Helen
Armstrong

Helen is a strategist specialising in the intersect of sustainability and commercial growth. She has led brand and business transformation across multiple brands, including eBay, British Gas, and Virgin Media. With deep expertise in building commercially powerful, purpose-driven brands, she helps businesses embed sustainability as a driver of growth, innovation, and competitive advantage. Helen is soon to complete her MSc in Sustainability at Cranfield University.
Paul
King

Commercial Modelling and Business Case, formerly Deloitte Corporate Finance
Seb
Royce

Seb works with leaders who see that climate, culture and capital are converging and want their organisations ahead of the curve. He helps translate complex systemic shifts into clear brand positions, credible narratives and growth strategies that stand up commercially and culturally. Seb brings a cross-sector perspective, from energy and transport to FMCG, sport and tech, connecting the dots between reputation, behaviour change and business performance. Seb co-founded creative agency Glue London, scaling it to 150 people before its acquisition by Dentsu. He became the first Chief Creative Officer at Freuds Communications, leading earned-first campaigns for Nike and the UN Sustainable Development Goals. As Executive Creative Director at Gravity Road, he helped secure Agency of the Year honours while delivering work for TikTok, Peloton and McCain. More recently, he has focused on society, climate and systems change developing global brand and communications strategies for value-led organisations wanting to lead the transition to a cleaner, faiter future. A Cambridge Sustainability Programme graduate (Distinction), Seb blends commercial discipline with cultural fluency. His focus is simple: make responsible growth credible, distinctive and hard to ignore.
Anne-Catherine Greatti

Anne-Ca sits at the heart of EdenLab’s strategy, operations and growth, combining strategic oversight with hands-on project leadership across the business. As Head of Strategic Operations, she works across internal operations, business development, brand, thought leadership and client delivery, shaping both how the organisation runs and how its work comes to life with clients. Before joining EdenLab, she spent eight years at Mother London, working on award-winning campaigns for clients including IKEA, Boots, KFC, Greenpeace and Make My Money Matter. With a background in Journalism, she brings curiosity, clarity and a strong belief in collaboration as a driver of meaningful and lasting change.
Jeremy
Cohen

Reputation and Corporate Affairs Partner, extensive client-side expertise over 30 years
EDENLAB
AI

Our proprietary and constantly evolving stack of specially trained agents augment our humans
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