Our Team

Strategy and execution, in one team.

We are not a software vendor. We combine best-in-class strategy methodology with world class engineering to build bespoke solutions for selective clients. Every engagement is a partnership.

Core Team

The founders.

COORD was built by a strategy consultant turned founder and an engineer who has designed the full technical stack from scratch.

CEO & Co-Founder

Sasi Aaruvan

Former EY Parthenon strategy consultant working on retail M&A, customer insights, diligence, and pricing across PE backed and listed clients. Teacher. Chairman of the Blue Magpie Foundation. Chronically overspends on clothes. Designed COORD's full B2B suite and Decision Operating System in direct collaboration with fashion retailers, merchandisers and buying teams.

CTO & Co-Founder

Daniel Mafakheri

BEng in Electronic and Electrical Engineering. Prior work on satellite on-board computing at the Surrey Space Centre and robotics at Seoul National University. Designed and built COORD's full technical stack from the ground up — the visual recognition engine, the garment meta-tagging pipeline, and the real-time pricing infrastructure powering the luxury intelligence platform. Combines a deep engineering background with a genuine passion for fashion and luxury — a pairing that shapes how COORD's technology is built for the people who actually use it.

The Team

The people behind the work.

A lean operational team plus a network of specialist engineers, designers, and content creators who ship fast and iterate faster.

Founder's Associate

Kayshale Suganthan

Event operations, client programme management, and commercial execution across COORD's partnership pipeline.

Creative Design Lead

Aashiq Mohammed

Leads the visual identity and creative output across product, brand, and event collateral for the COORD ecosystem.

Engineering Network

Offshore Development Team

Five plus specialist engineers across full stack, ML pipelines, data infrastructure, and QA. Delivers enterprise grade output at startup speed.

Advisory Network

Strategy partners, not pitch deck names.

Every retail engagement is supported by specialists who have actually done the work. Former executives, operators, and subject matter experts embedded into client projects.

Former leaders from

Nina Mirtaheri

Former ASOS

GTM Advisor

Specialism: go to market strategy, digital marketing, and commercial partnerships.

Jeremy Stevens

Matalan · Very

B2B Advisor · Former Trading Director

Specialism: retail trading, weekly buying cycles, markdown strategy, and merchandise planning.

Kristina Mills-Barrett

Former EDITED

B2B Strategy Advisor · Former Global VP Customer Success

Specialism: enterprise SaaS deployment, customer success, and retail data platforms.

Susanne Vanner

Former EY-Parthenon

Customer & Growth Advisor · Former Partner

Specialism: customer strategy, growth diagnostics, and commercial transformation for consumer businesses.

Ginny Johnson

Former Google

ROI & Measurement Advisor

Specialism: performance measurement, attribution, and ROI modelling for digital and retail programmes.

James Thompson

Puma · On · McLaren

Brand Advisor

Specialism: brand strategy, positioning, and creative direction for consumer brands at scale.

We do not sell software. We build operating systems.

The difference matters. Software vendors hand you a tool and walk away. We embed with your team, understand your KPIs, and build around your definition of what good looks like. Strategy consultants produce slides. We produce working systems that your team uses every day.

Selective partnerships

We work with a small number of clients at any time. Each engagement gets senior attention.

Max 6 parallel engagements

Rapid deployment

Live working systems in weeks, not months. No six figure integration projects before you see value.

Live systems in 6–8 weeks

Measurable outcomes

Every engagement is tracked against baseline KPIs. We report on what moved and by how much.

Baseline + 90-day review on every engagement

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We are hiring

Want to build the future of fashion with us?

We are selective about who joins the team, but we are always looking for exceptional people across engineering, design, commercial, and strategy. Sign up to be notified first when roles open.

Engineering

Design

Commercial

Strategy

Content

Operations