Our Team

Our Team

  • Project Management
  • Business & Corporate Development
  • Corporate Finance
  • Information Technology Transformation
  • Business Process Outsourcing
  • Operational Management and Public Relations

Board of DirectorsClick on the team member's name to learn more

    • Ahmed Detta

      Chief Executive Officer

      ‘Feel good about profitability’ Ahmed’s mission is to make plastics recycling habitual in our everyday behaviour and instil the belief that profiteering from this process is good for all involved. This key, yet disruptive belief, was the driving force behind Ahmed setting up ASD – creating a visionary recycling business which is both a force for good and profitable. After graduating with his first degree in Marketing from Lancaster University, his professional career started with the sales and marketing of IT infrastructure deployment, managed services and equipment trade. After several successful years in this industry, Ahmed was inspired to relocate to the United Arab Emirates and kick starting a career in sustainability with a core focus on recycling. With a strong ethos for on-going learning and development, Ahmed continued his education at Cambridge University at the award-winning Institute of Sustainability Leadership. The relocation to a new country presented a wealth of opportunity, engagement with new cultures and experiencing different working styles which all have contributed to the development of his vision for ASD. One of the biggest challenges Ahmed has seen in the sustainability and recycling industry is the lack of awareness of the process and procedures that makes this arena tick. Truly partnering with his peer leaders enables him to think disruptively, make impactful and tangible change which motivates him to continually improve this ever-evolving industry. Ahmed is a founding investor in ASD.

    • Lord Oxford


      ‘Generating global sustainable solutions’ Lord Oxford was appointed Chairman of ASD following his interest in creating a sustainable, yet profitable business to tackle the problem of single use plastic. Lord Oxford’s experience in the sustainable sector stems from his commitment to tackling environmental issues. Following a successful career in the diplomatic service which spanned over 17 years, including time in Moscow and the Ukraine, Lord Oxford worked with innovative businesses addressing environmental problems in the region. Today His interests are focused on water conservation in Saudi Arabia and tackling the problem of single-use plastic with ASD. Lord Oxford was appointed an Officer of the Order of the British Empire for diplomatic services. Lord Oxford joined the House of Lords in 2014 and holds many charitable roles across organisations in the Ukraine.

    • Adam Kamruddin

      Chief Business Development Officer

      ‘Treat the planet how you expect to be treated’ Adam has always lived by the sea and is acutely aware of the impact of single use plastics on the world’s oceans. This lifestyle has led Adam to believe that one should ‘treat the planet how you expect to be treated’. After graduating with his degree in Business Information Technology from Bournemouth University, Adam pursued a professional career in IT infrastructure sales working for a distributor, manufacturer and solution provider, followed by several successful years selling to organisations in the professional services, finance and public sectors. Adam is a huge advocate on the change IT and technology can bring to both human efficiency and impacting the environment. He is an early adopter and implementer of carbon saving technologies such as video conferencing, green data centres, communication tools and collaborative working. Championing the implementation of these technologies, enabled him to first hand witness the reduction of our environmental impact. After a visit to the United Arab Emirates, Adam was taken a-back by the huge volume of plastic waste that enters landfill in the UAE and inspired him to delve deeper into the challenges facing the UK. Adam is impassioned to bring his technological expertise to drive environmental change, thus making him the ideal team member to lead ASD’s commercial strategy. Adam mirrors the board’s mission to make plastics recycling habitual in our everyday behaviour and in-still the belief that profiteering from this process is good for all involved. Adam is a founding investor in ASD.

    • Nick Elmslie

      Non-Exec Director

      ‘Investing in sustainability’ Formerly at BP for nine years, Nick has joined ASD as a Non-Executive Director due to his career spanning nearly forty years within the energy sector. Nick led BP’s Global Petrochemical business for over four years with a turnover of $10 billion and a workforce of 5,000. Previous roles include Deputy CFO Refining & Marketing for BP. Following retirement Nick wanted to find an interesting variety of directorships and investments and was introduced to ASD. Whilst Nick’s initial interest in ASD was as a potential investment opportunity, it quickly became clear that his business background and knowledge of the petrochemicals market and manufacturing operations could add value. Nick firmly believes that the best way to tackle the environmental issues we face today is to find a way that this can be done in an economically as well as environmentally stable way. Nick believes that recycling PET has the potential to help the environment whilst also bringing the potential for a good financial return. Nick graduated from the University of Bristol with a degree in chemistry.

    • Belinda Scott

      Non-Executive Director

      ‘Where profitability and sustainability meet’ Having worked in the Corporate Social Responsibility sector for 16 years, Belinda currently leads the corporate sustainability team at First Abu Dhabi Bank. Belinda has responsibility for developing and implementing the Bank’s corporate sustainability strategy, reporting on progress, and acting as the sustainability adviser to group businesses on sustainability risks and opportunities. One of her key strengths is in supporting the development of impactful partnerships and alliances by bringing people and cross-sector organisations together to explore and identify opportunities to bring about change. She is a member of a number of committees in both a personal and professional capacity, including the UAE’s Private Sector Advisory Council on the Sustainable Development Goals (SDGs), reporting to the National Committee, the Technical Committee on Green Development & Climate Change under the UAE Ministry of Climate Change and Environment (MOCCAE) and the Women’s Empowerment and Equality Board, an initiative spearheaded by HH Sheikha Shamma bint Sultan bin Khalifa Al Nahyan. Belinda is an Associate Member of the Institute of Fundraising in UK through which she is currently studying for a Certificate in Fundraising and holds a PGC in Sustainable Business from the University of Cambridge Institute for Sustainability Leadership. Belinda will bring her expertise in merging business and sustainability to ASD – proving that creating a sustainable business to tackle single use plastic, can be profitable and a force for good.

    Advisory Team

      • Becca Smith

        Corporate Communications

        ‘Communicating a sustainable way of living’ PR consultant and Founder of SisterSmith PR, Rebecca studied journalism at Cardiff University and joined the BBC as a broadcast journalist, working across TV and Radio. Rebecca worked primarily across Radio 4 News programmes as a producer and output editor on Today, World at One, PM and The World Tonight. During her time at the BBC she was chosen as one of The Radio Academy’s ‘30 under30’. Throughout her 9 years at the BBC she covered a range of subjects but most notably economics with the fallout from the financial crash of 2008 and both national and international politics. Sustainability and climate change became important news stories over her time at the corporation with Rebecca regularly working across sustainable news stories including covering climate change deals and the problems of single use plastic. Becca left the BBC in 2015 and saw her move into PR, working with businesses that aim to promote sustainability. 2015 saw the birth of SisterSmith PR, a PR agency founded with her twin sister, Suzi, to deliver PR results for businesses that make a difference in the world.

      • Ilkka Kokka

        Technical Advisor

        ‘Driving sustainability through technology’ Ilkka is one of the few industry experts who were involved in the founding of our current plastics recycling industry. Ilkka’s background in energy technology saw him building recycling plants across Europe with a focus on PET recycling. Being a first mover several years ago, Ilkka has witnessed first hand the teething problems the industry has faced and how it has evolved to its current position today. Illka has a firm belief that PET will remain the go to market material food and beverage packaging and is encouraging industry to develop a more stringent relationship with this material. Whether we like it not, PET will be remain, however, it is our duty to intelligently use this material and PET recycling is one form of intelligent reuse. Based on years of experience running PET recycling facilities, this extensive experience places him in prime position to manage ASD’s operations. Coupled with his experience as a specialist in the energy and commodity market, Ilkka understands global price movements and the risk management needed in the industry which has been the downfall of some businesses. He has joined ASD to build high quality PET recycling plants in the UK, Europe and elsewhere in the world – making single use plastic a thing of the past. Illka is backed by a technical team that has significant technical and implementation knowledge to ensure our facitilies are the most efficient in the industry.

      • Suzi Smith

        Consumer Communications

        Encouraging sustainability through education and communication Suzi began her career in Public Relations over 12 years ago after attending King’s College London and gaining a degree in English Language and Communication. Heading up the PR for a number of high profile national retailers led Suzi into diversifying into Corporate Social Responsibility, working closely with the CSR team at B&Q and Kingfisher to help deliver and communicate their sustainability programmes. She has also worked with HRH The Prince Of Wales’ sustainability charity, START and with Dame Ellen MacArthur on her foundation.