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    • Meet the team
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Meet the Team

Shane M Hughes

Shane M Hughes

Shane M Hughes

Co-Founder & CEO


Experienced at solving complex sustainability challenges. He's led a 20-strong carbon consultancy team, sat on an SBTi expert advisory board, coordinated GHG governance at Ramboll, and managed millions of tonnes of EU ETS compliance at CEMEX in a hard-to-abate sector. 


He's led a UN Global Compact peer learning program oper

Co-Founder & CEO


Experienced at solving complex sustainability challenges. He's led a 20-strong carbon consultancy team, sat on an SBTi expert advisory board, coordinated GHG governance at Ramboll, and managed millions of tonnes of EU ETS compliance at CEMEX in a hard-to-abate sector. 


He's led a UN Global Compact peer learning program operationalising the Land Sector and Removals Protocol for 30 corporates, consulted on Olympic carbon neutrality strategy, and lead-verified GHG inventories for Coca-Cola, McDonald's Europe, National Grid and Google Ireland. 


He's proudest of producing an event in the Brazilian Amazon with Greenpeace. 

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Kazem Beaton

Shane M Hughes

Shane M Hughes

Co-Founder & COO


Aside from a period as Head of Experience & Growth at a 100+ person business, Kazem has spent most of his career in the charity and not-for-profit sector — leading stakeholder engagement, fundraising and leading strategic teams at organisations including Macmillan Cancer Support, Prostate Cancer UK, The Children's Society 

Co-Founder & COO


Aside from a period as Head of Experience & Growth at a 100+ person business, Kazem has spent most of his career in the charity and not-for-profit sector — leading stakeholder engagement, fundraising and leading strategic teams at organisations including Macmillan Cancer Support, Prostate Cancer UK, The Children's Society and Freedom from Torture. 


He shapes partnership strategy at scale, that deliver measurable impacts and serves a greater purpose. 


He draws inspiration from family, food, travel, and the ocean. 

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Paul Parker

Shane M Hughes

Shane L Hughes

MRV Lead


Paul is an MRV Lead with senior-level experience in MRV, GHG verification, and renewable energy engineering. He previously served as Global Carbon Lead at TÜV Rheinland, a leading international verification body, where he developed and delivered carbon services spanning GHG accounting, decarbonisation, and life cycle assessment (L

MRV Lead


Paul is an MRV Lead with senior-level experience in MRV, GHG verification, and renewable energy engineering. He previously served as Global Carbon Lead at TÜV Rheinland, a leading international verification body, where he developed and delivered carbon services spanning GHG accounting, decarbonisation, and life cycle assessment (LCA) across multiple industry sectors. 


He has also contributed to the TIC (Testing, Inspection and Certification) Council’s sustainability committee, with a focus on carbon removals. As Technical Director at HP Projects, he led the development of low-head hydropower sites on the River Thames, including securing both public and private equity funding. 

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Shane L Hughes

Samantha Deacon

Shane L Hughes

Commercial Lead


A specialist in identifying and delivering successful business programmes, designing target operating models, and engaging senior stakeholders to realise benefits. He brings a 360° commercial view, sharp judgement, and a track record of innovation across automation, ERP and machine learning working with business transformat

Commercial Lead


A specialist in identifying and delivering successful business programmes, designing target operating models, and engaging senior stakeholders to realise benefits. He brings a 360° commercial view, sharp judgement, and a track record of innovation across automation, ERP and machine learning working with business transformations for household names including DHL, Barclaycard, Barclays, Santander, Costa Coffee, Whitbread, Volkswagen, Daimler Chrysler, Mitie, Parcelforce, Cable & Wireless, Andersen Consulting and Homebase.

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Samantha Deacon

Samantha Deacon

Samantha Deacon

Biodiversity Lead

Sam has more than 25 years’ experience spanning environmental consulting, regulation and research. As Ramboll’s Global Lead for Biodiversity & Ecosystems, she delivered a four-year nature strategy, expanded the team from 240 to 330, and oversaw $20m in annual net revenue, earning recognition as a ‘World Class Expert’ and

Biodiversity Lead

Sam has more than 25 years’ experience spanning environmental consulting, regulation and research. As Ramboll’s Global Lead for Biodiversity & Ecosystems, she delivered a four-year nature strategy, expanded the team from 240 to 330, and oversaw $20m in annual net revenue, earning recognition as a ‘World Class Expert’ and Thought Leader for Nature. 


Her expertise covers marine, freshwater and terrestrial ecosystems, pollution risk and restoration, product safety and stewardship, and natural capital analysis. Through The Nature Imperative, which she founded, she now advises organisations on nature-positive outcomes and strategy, is a certified SBTN trainer and international speaker.

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