Storm - has announced the appointment of Cheryl Powell as head of HR. VeUP is a forward-thinking company that specializes in delivering innovative software and SaaS services in an AWS environment. It assists startups to scale up their services efficiently across technology, GTM and finance. It also helps startups with access to an investor network.

Powell has more than 20 years of experience leading HR teams across Europe. She joins from global broker Trade Nation where she was Head of HR for two years. During her time there, Powell took a leading role in transforming and strengthening the organisational culture, ensuring that the company values and approach were clear and demonstrated. She accomplished this through training and improving awareness across the organisation.

Cheryl Powell, Head of HR, VeUP, Image credit LinkedIn
Cheryl Powell, Head of HR, VeUP

Before Tribe Nation, she was head of HR EMEA at Learning Tree International, the global IT education and accreditation giant. During her long career, she has also held HR leadership positions at The Chelsea Magazine Company, Asthma UK and Landau Reece Ltd.

Powell, said, “VeUP is on an incredible growth trajectory, with a rapidly expanding international team to manage and develop. I’m really pleased to be joining such a dynamic company with huge ambitions to transform the market and help build an incredible culture to allow every member of the team to thrive.”

Growth needs Strong HR leadership

VeUP has strong growth ambitions. In 2023, it aimed to recruit 40 full time staff, filling out its new offices in the UK and the US. However, she joins a company that has seen several execs leave the company, including CEO James Campanini, according to Channel Web, after barely a year in charge. One assumes that his departure was acrimonious as he has removed his stint at VeUP from his LinkedIn profile and is now Head of B2B, Europe at Logitech.

However, VeUP has made progress in the last year. It was formally accredited with AWS Advanced Tier Services Partner status. The status recognised the expertise of its technical team, which has both AWS certifications and real-world experience with customers.

It also invested $2.4 million of the $100 million growth fund it raised on Pasabi. Perhaps with so few investments from the $100 million over the last few months led to Campanini departing.

Powell will lead the VeUP people management and HR strategy. She has been tasked with expanding the technical capabilities of the team, though currently, there is only one open post. Powell will also need to strengthen the corporate culture at the company, reeling from the loss of the CEO and will need to work with whoever Alexander Dick, Founder & Executive Chairman, finds.

She plans to implement new training and development programmes, ensuring that all employees retain and improve their certifications.

Damian Skendrovic, GM EMEA, VeUP, said, “Juggling a rapidly expanding team requires a dedicated HR strategy, and Cheryl has the energy, experience, and vision to deliver all this and more for our business. We’re very excited to have such a seasoned industry expert onboard to ensure our people management, recruitment and retention policies are operating at the highest standards.

Enterprise Times: What does this mean

Powell seems to have joined just prior to the personnel changes at VeUP. Her initial tasks are no doubt made slightly harder because of it. What initiatives will she put in place? How will she deal with the changes in the leadership team that will no doubt come in the coming months?

VeUP will no doubt continue its growth trajectory. Its unique blend of investment and technology consulting capability, could find strong traction in EMEA and North America. It will be interesting to see where it invests and who it assists. Also, what job openings are created in the coming months.


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