Meet our team

Azadi Sheridan, Founder CEO, has enjoyed over 20 years working with CRM technology and more than that in charities. Practical experience in bespoke and commercial software development includes four years as product manager for eTapestry and The Raiser’s Edge. These are the two most-used fundraising systems in the world, and he oversaw their product strategy outside the US.

Earlier in his career, he enjoyed a variety of roles at national museums Tate and the V&A, followed by many years delivering consulting and project management on fundraising and ticketing software as well as managing consulting organisations. Azadi has enjoyed over a decade volunteering for the UK’s Institute of Fundraising Technology Group, including as Chair, and is a Trustee of Trent Park House. Azadi is founder of Productle and Chief Washer-Upper of cups in the office.

You can read more on his LinkedIn profile here.  

Liz Alderson, Client Services Manager, is “air traffic control” for Productle. She has a history in fundraising which includes leading a series of national events for Crohn's and Colitis UK, as well as working with NSPCC and Carers in Hertfordshire.

She is a Prince2 Practitioner and for Productle oversees our staffing and client management, working to ensure teams are happy. Liz is also our chief-coffee-drinker.

James Dungate, Strategy Consultant, has nearly 15 years of CRM experience and is an experienced data, infrastructure and process leader, dedicated to audience behaviour and translating it into excellent relationship management. James joined Productle from Sense where he was the Head of Engagement Operations and was responsible for implementing a long term strategic vision for supporter data. He is interested in data strategy and how best to optimise, combine and interpret data sets to support client goals. In his spare time, you may spot him cycling around London.

Lewis Bishop, CRM Consultant, is an expert at data selections and analysis having worked across a wide range of systems. Lewis has a passion for guitars and Power Query - we assume there is something in the strings! His wide experience includes working for Mencap on their Alms system, on a medical lab CRM, and conference production.

Janice Briggs, CRM Consultant, has managed databases at Crohn’s and Colitis UK and Ashridge Business School. Her CRM set-up experience includes Salesforce, Dynamics 365, and Alms.net, alongside integration tools like Microsoft Power Automate. She has delivered significant data migrations and system improvements - including the deployment of Office 365.

Janice has a talent for training, and for helping users through the most bizarre database challenges. She also has responsibility of looking after the “most unwanted cat in Hertfordshire.”

Peter Carleton, Principal Consultant, is a business analyst and project manager with over 10 years of experience working with not-for-profits.  He has spent most of his career helping non-profits make better decisions using data. His experience includes working with Breast Cancer Care and at Battersea Dogs and Cats Home, where he led on their data projects. His previous clients for Productle include American University in Paris, Technical University of Delft, Arthritis Research UK, Crohn’s and Colitis UK and Worldwide Cancer Research. Peter has extensive experience data-manipulation and enterprise database management best practice experience.

Victoria Philips, CRM Consultant, is a Raiser’s Edge specialist having been a database manager and administrator for more than 20 years.  Her experience has involved delivering data migrations, software implementations, process developments, data quality improvements and training programmes, and includes senior roles at NSPCC, Leonard Cheshire and Target Ovarian Cancer.

She has a particular interest in streamlining processes to help organisations and their users.

Wanda Sheridan, Business Manager, brings experience of programme management, planning and process, gained over the last 20 years in the museum sector. She enjoys supporting the team with financial management, documentation and quality assurance, as well as bringing donuts into the office.

Associate Consultants

We bring in additional resource and specialist skills, as needed, for our clients.

Barsana Gohil, Associate Consultant, has worked with Productle for over three years. Her background is in application development, with a consulting career including LogicaCMG (now CGI), EDS and Wildnet.  Her experience encompasses .net and SSIS development, including as a team lead.  In recent years, she has undertaken significant data integration, data migration and fundraising system customisation projects at AvMA, Battersea Dogs and Cats Home, Concern Worldwide, Crohn’s and Colitis UK, Caritas Salford and MAP.

Uslan Cevet, Associate Consultant, has created, produced and managed award winning digital content for clients in the commercial and not-for-profit sectors in the UK and internationally. He has a strong background in email services including DotDigital, Mailchimp and Campaign Monitor, as well as software suites from Adobe CS to Office 365.

Uslan set-up content marketing agency Axon’s digital division. There he produced and managed cross platform mobile apps, digital content, microsite, websites, e-commerce platforms, customer retention schemes, data acquisition & implementation, email marketing and social media initiatives for clients including M&S, NCT, DFS & Tesco.

Jo Fulford, Associate Consultant, has worked with data and databases in the not-for-profit sector for over 20 years, and more recently has become a data quality consultant to the sector. Jo is passionate about helping organisations overcome their frustrations with poor quality data so they can deliver their mission efficiently and be confident that they are GDPR compliant.

Jo started off in supporter care and subsequently database fundraising for Christian Aid. She then ran the direct marketing programme for donor recruitment and development as well as managing the Raiser 's Edge database at Notting Hill Housing Trust. A long stint at the Advertising Standards Authority gave Jo extensive exposure to Microsoft Dynamics CRM through her work as a business analyst and project manager to deliver process, system and data improvements. Jo has also been a school governor for 5 years, particularly supporting the governing body with data literacy.

Samir Afhim, Associate Consultant, is a successful and transformative charity leader with an extensive history of delivering sustainable income generation, digital maturity, infrastructure, and culture change. He is highly experienced in strategy development with extensive experience of leading strategy review processes and assurance with key stakeholders across, governance, staff, and beneficiary/supporters.  Samir is also an expert in infrastructure renovation delivering the digital transformation and full systems/process/culture change at multiple organisations, through user centred design and agile project management methodologies. Career highlights include outperforming income budget by £2 million during the pandemic by developing and embedding a digital first agile approach to development delivery across the charity as Director of Fundraising and Communications at Freedom from Torture and tripling income and delivering a completely new systems infrastructure as Director of Income Generation at Crohn's and Colitis UK. 

Alistair McLeod, Associate Consultant, is a business and technology leader with over 30 years of experience in technology and professional services, dedicated to building sustainable businesses through a people-centric approach that incorporates culture and technology. His previous role as an Executive Director at a Global Consultancy firm provided him with a unique blend of business acumen and technology know-how.  In 2019, he established Gray Fox Consulting, a boutique practice that specialises in helping clients achieve their strategic objectives through a combination of strategy, people, and technology services. His range of services allows small and medium-sized enterprises to achieve scalable growth, and he works with a diverse range of industries, including professional services, technology firms, AEC, and social enterprises. Alistair is unbiased towards technology and prioritises practical and feasible recommendations over the latest fad.

Megan Girvalo, Associate Consultant, is an experienced Raiser’s Edge consultant, passionate about empowering non-profits to get the most out of their data. She has 10+ years experience working with not-for-profits across the UK, US and Italy - including several years as a senior consultant for Blackbaud Europe where she guided customers through their RE NXT software implementations. Her other experience includes graphic/web design, marketing & advertising and customer service. In addition, she is a certified yoga teacher.