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Our strength lies in our people – a global team of leaders, engineers and experts united by a commitment to innovation, excellence and client success.
Meet Our Senior Leaders
We’re shaping the future of High-Performance Global Infrastructure through innovation and digital transformation.
Keith Ali is CEO of Creative ITC, a global private cloud and managed services provider trusted by leading organisations across the built environment, energy, finance and professional services sectors. Under his leadership the business has delivered sustained double digit year on year growth, expanded across four continents and strengthened its position as the leading cloud and VDI provider to the global AEC industry.
Since completing a significant investment partnership with LDC, Keith has accelerated Creative’s international scale up, launched operations in North America and driven a focused programme of organic and acquisitive growth. He continues to build Creative into a category defining cloud services business with a clear emphasis on customer outcomes, strategic value creation and long term recurring revenue.
Before joining Creative, Keith held senior leadership positions at Cisco, supporting a £1.5 billion portfolio and shaping global technical strategy, and previously led technology transformation programmes for Arup across APAC and the US. Keith is a Chartered Engineer and a member of the British Computer Society.
Eamon has dedicated his entire career to the IT industry, gaining extensive experience at some of the world’s leading technology firms. He spent several years at Sun Microsystems and Arup, where he honed his expertise in IT infrastructure and solutions, before founding Creative ITC in 2006. His vision was to create a company that would combine cutting-edge technology with a people-first approach, delivering exceptional IT services to clients around the world.
Creative ITC has grown into a global business, known for its innovation and commitment to helping clients achieve their digital transformation goals. Eamons entrepreneurial spirit and focus on building a team of talented professionals have been key to the company’s success and continued expansion across multiple continents.
Outside of work, Eamon is a passionate golfer and an enthusiastic traveller. He enjoys spending time with friends and family, balancing his professional achievements with personal pursuits that keep him grounded and inspired.
With over 23 years’ experience supporting senior leaders across global blue-chip organisations as well as growing entrepreneurial businesses, Gemma is known for her discretion, reliability, and calm, solutions-focused approach, and is a trusted partner who keeps leadership running smoothly.
In her spare time, she enjoys staying active, taking long walks, spending time at the beach, and cherishing moments with her children.
Joining Creative in September 2021, Steve oversees day-to-day operations and is responsible for executing our strategic plan. A broad remit that includes spotting market gaps, refining organisation structure, shaping our culture and being the voice of the customer.
Steve brings 25 years of sales and industry experience gained at Exertis and Hammer. Away from work, he can often be found watching sport, or exercising on the golf course or squash court.
Lewis Pinner is a senior commercial leader with over two decades of experience building and scaling high‑performing, multinational go‑to‑market organisations across global technology vendors, high‑growth scale‑ups, and financial services. He has led major transformation programmes, launched new EMEA markets, and built go to market teams recognised for consistent over performance.
Lewis owns the sales, pre sales technical and marketing functions within Creative. He is responsible for bringing new customers into Creative as well as growing the existing cloud footprint with all our happy customers.
Known for his strategic clarity, people‑first leadership style, and ability to simplify complexity to drive commercial results, Lewis has a consistent track record of designing end‑to‑end go‑to‑market strategies, leading multi‑country expansions, modernising commercial operating models, and developing leadership talent across organisations.
In his spare time, he likes to keep fit by boxing, watching the Formula 1 and driving his daughters to various sporting engagements.
Overlooking all non-technical functions of our business, Paul keeps Creative strongly positioned for transformation, efficiency and sustainable success.
From HR, legal and procurement to compliance, funding and risk management. Prior to helping incorporate the company in 2011, Paul spent 17 years at City Electrical Factors.
A keen sports fan, he enjoys traveling and is a FA qualified football coach.
As a member of Creative’s Executive Management Team, Ben is responsible for the company’s finance operations and strategy.
He joined the business in 2022, bringing with him many years’ financial and investment experience having held a number of senior positions within global professional services consultancies, corporate banking and most recently in the technology sector.
Steve provides a critical interface between the business, client needs and the underlying processes & technology used to deliver Creative’s as-a-Service platforms globally, ensuring we have the strongest possible foundation for sustained success as we continue our growth journey.
He has vast international and vertical industry experience gained by working with organisations such as Tech Data, UK Government and Cisco where he was one of the first individuals to achieve CCIE status in the UK.
With over 15 years’ experience within the IT industry John sets our sales strategy and is responsible for maximising the commercial viability of our cloud service and solution platforms.
A skilled negotiator and deal-maker, John places mentoring and coaching at the heart of a high-achieving sales organisation.
In his spare time he enjoys travelling, plays semi-pro football and strives to improve his golf handicap.
Karl is passionate about helping Design & Engineering-Led firms leverage technology to push the boundaries of creativity, efficiency, and innovation.
As Sales Director / VP at Creative ITC, he’s on a mission to equip architecture, engineering, and construction organizations with cutting-edge solutions that drive real, measurable impact.
He firmly believes that technology should be a catalyst for progress, not just a tool. He works closely with global industry leaders to understand their challenges, align IT strategies with business goals, and implement solutions that fuel growth and success.
His vision? To empower firms with the technology they need to stay ahead of the curve and lead their industry.
With a proven track record in IT Services and Digital Transformation, Greg is focused on helping organisations get the most from their technology and people.
At Creative ITC, he works closely with clients, to gain deep understanding of their challenges to simplify complexity, improve ways of working, and deliver practical, high-impact change across their organisation.
Greg is known for his straight-talking, results-driven approach and his ability to bring teams together to get things done.
Outside of work, he enjoys travel, good food, and making the most of time with family and friends.
Dave blends customer focus and technical excellence as he leads the scaling up of Creative ITC’s global cloud services capabilities.
He draws on extensive experience in developing go-to-market technology service strategies and building high performing pre-sales and technical account management teams.
Dave has an extraordinary breadth and depth of knowledge, and ability to quickly grasp and communicate complex technical concepts across different audiences.
With a firm belief that curiosity and technology are natural bedfellows, he is known as a creative problem solver who remains calm under pressure.
Dave spends time outside of work with his young family or on the golf course.
Natasha joined Creative in January 2025 as Head of HR to oversee and execute the day-to-day people operations.
Natasha is responsible for leading Creative’s people strategy globally, across the UK, US and India operations. This includes developing and implementing HR objectives aligned with the business focus, advising leadership on organisational culture and people management, ensuring compliance with employment laws while driving HR initiatives, and overseeing daily HR operations for efficiency.
Additionally, Natasha oversees employee relations, as well as implementing HR policies consistently.
Outside of work, Natasha enjoys spending quality time with family and friends, has a passion for travel, always keen to experience new cultures and loves to bake.
Matt is Vice President of Business Development for the U.S. market at Creative ITC, where he leads the company’s North American growth strategy and enterprise partnerships across the architecture, engineering, construction, and energy sectors.
With more than 16 years of experience advising organizations on complex technology environments, Matt works closely with executive leadership teams to align infrastructure strategy with business outcomes. He helps organizations modernize legacy environments, strengthen cybersecurity posture, and deploy high-performance cloud and virtual desktop platforms built for data-intensive engineering and operational workloads.
Matt also brings experience supporting enterprise technology strategy during mergers, acquisitions, and divestitures, helping organizations integrate infrastructure quickly while protecting operational continuity.
Matt lives in Houston, Texas with his wife and three children, and enjoys golf, music, and time with family.
