About Us

Management Team

Sara Murray OBE

Founder & Chief Executive Officer

Sara Murray (M.A. Oxon) is a serial entrepreneur. She founded Ninah Consulting, which uses proprietary software to advise clients, including GSK and Coca-Cola, on marketing effectiveness, and sold it to Publicis Groupe. In 1999, Sara founded Inspop, which owns the brand Confused.com. She built and sold the online company to the Admiral Group. She was a non-executive Director of Schering Health Care and a founding board member of Seedcamp. Sara won the Entrepreneur of the Year Award 2009 and sits on the Technology Strategy Board Governing Board. Sara was awarded an OBE for services to Entrepreneurship and Innovation in the Queen’s Birthday Honours 2012 and is a qualified helicopter pilot.

Charles Lewinton

Chief Technology Officer

Charles has been working in the Electronic Monitoring industry for the last 16 years with a focus on bringing new technology to the field in both software and hardware products. He has a background in large scale software development with a focus on reducing operational costs using innovate software combined with smart hardware. He has led on the roll out of various international electronic monitoring and other government projects, focusing on the technical project management areas and challenges.

Charles has been with buddi now for 6 years and has been able to help shape both software and hardware solutions for buddi’s market leading products.

Louise Harrold

Project Director and Head of Operations

Louise is an industry expert in Offender Electronic Monitoring (EM). She has significant industry experience spanning 18 years that includes implementing, operating and developing Criminal Justice Sector EM solutions whilst managing significant numbers of operational staff and global growth in the UK, Canada, New Zealand, and Poland.

Louise leads the Buddi Bid Team and is therefore responsible for scaling its operations to expand its presence globally as well as consulting with and shaping large-scale bespoke opportunities and solutions for governments worldwide.

Her background includes a significant period of time as a Corporate Senior Manager, working across Operations, Business Development and HR. Louise’s background includes Project Management at NATO HQ where she was responsible for critical command and infrastructure including Satellite space and ground segments.

Louise is a qualified EM expert evidence witness whose specialized knowledge is utilized by courts in the UK and internationally; these skills have been used in test cases for GPS location evidence of which the outcome has set precedents for court proceedings to establish legal principles regarding its use and strength of evidence.

Louise has two grown up children, and is an artist, photographer and published author, currently living between New Zealand and the UK.

Fiona Carmichael

Sales Manager

Fiona joined buddi in 2010 with a strong background in new business development and account management. She was quickly promoted to national Sales Manager where she spearheads the adoption of buddi as a safer walking device within the public and corporate sectors across the UK.