Our Leadership Team

James Rudall - Chief Executive Officer and Co-Founder

Prior to setting up Conversion, James spent 8 years in new business development for a number of leading organisations. He started his career at Morse, progressing to QAS and finally Experian.

James's experience lies in sourcing new opportunities and selling at board level at leading organisations. He applies this experience to his daily routine at Conversion which means working closely with clients to refine and deliver their messaging and also in helping the Converts to communicate those values effectively.

James holds a degree in Psychology from Southampton.

Pete Edmonds, Director and Head of Operations

Joined Conversion in the summer of 2007 and has assumed various delivery and management roles over the past four year.

In 2010 Pete was promoted to Head of Operations and joined the Board of Directors. His key responsibilities now lie with driving revenue, recruitment, development of our people and New Business Innovations.

Flemming Laursen, Director and Head of Sales EMEA

Before joining Conversion, Flemming spent 11 years in sales and business development working for some of Denmark’s largest insurance companies including Codan and TopDanmark.

Since Joining Conversion in 2008 Flemming has assumed a range of leadership and sales development roles and joined the Board in 2010 with a remit to grow Conversion’s brand and client base in EMEA.

Oliver Pritchard, Director and Head of Sales UK and USA

Oliver joined Conversion as one of its first employees in the autumn of 2007, having previously worked within the Insurance Sector.

Having grown with the organisation since his arrival, he initially carried out client work, before graduating into a business development role and joining the Board in 2010. Oliver is currently responsible for sourcing and managing the delivery of new business opportunities with organisations based in the UK, Ireland and North America.

Lucas Kemperman, Head of IT

Lucas Kemperman moved from the Netherlands to London after finishing his BA in Cultural Anthropology to do his MA, and joined Conversion in 2008. Over the years he has assumed a number of roles was promoted to Head of IT and innovation as well as keeping as working as a Senior Account Manager.

Lucas's focus lies in improving and streamlining Conversion’s internal processes as well driving innovation in client delivery through the use of technology.

James Jarvis, Non-Executive Director and Co-Founder

Before co-founding Conversion, James spent nearly 10 years in sales working for Hewlett Packard, GlaxoSmithKline, Forrester Research & ThoughtWorks.

James has significant experience of successfully selling large scale engagements to senior execs. He is passionate about the role inside sales can play within the sales process. James provides the business with an external perspective, providing guidance and support as a Non-Executive Director. James has an honours degree in Business Information Systems from Northumbria University, Newcastle.