The people behind MarTech at Volaris

Rob has a strong track record of building and scaling software businesses across a range of sectors and geographies. His work centers on strengthening products, improving operational performance, and supporting teams as they move through different stages of growth.

Today, he oversees two verticals across Volaris Group, including MarTech and Hospitality. He works closely with business unit leaders to strengthen their businesses, and with founders and professional leadership teams exploring a long-term home within Volaris, helping them understand how their businesses can thrive in a permanent ownership model.

Rob began his career within Volaris in 2009 as a placement student with Volaris-owned Kinetic, progressing through a series of roles before becoming CEO in 2016. From 2018 onward, he expanded his focus beyond Kinetic, acquiring and leading additional businesses across the network. His core focus is supporting the continued growth of these businesses while building leadership capacity, creating opportunities for others to take on larger roles and benefit from the same opportunities he was given.

Outside work, Rob spends most of his time with his family or on the sports pitch. He plays hockey, golf, squash, and makes the most of the mountains and the sea when he can.

Craig leads a global M&A team at Volaris Group, responsible for developing its portfolios across Europe and North America. He partners closely with founders and leadership teams to help their businesses continue to evolve and succeed within a permanent home.

He spent the first 10 years of his career at Deloitte, where he developed a strong appreciation for the people behind businesses. He was also involved in building a startup asset finance company, shaping his understanding and respect for what it takes to grow a business from the ground up.

Since joining Volaris in 2020, Craig has focused on building long-term relationships with founders, learning how each business operates, and preserving what makes it special while helping leadership teams strengthen and grow over time.

Outside of work, he spends most of his time with his wife and two young boys, often on long dog walks by the coast, usually with a well earned refreshment at the end.

Lawrence has spent more than twenty years at MarTech at Volaris, evolving from leadership roles in local transport software operations to his current focus: identifying, acquiring, and supporting outstanding software businesses across Europe and North America.

He takes a hands-on approach to every transaction, from first conversation through to close, and places particular value on the relationships he builds with founders and leadership teams along the way. His goal is straightforward: to help great businesses thrive within a stable, permanent home.

Outside of work, Lawrence balances family life with a love of cooking and sport — most notably on the golf course and at the Rec watching Bath Rugby.

Rasmus joined MarTech at Volaris in 2025 as part of the M&A team, managing global corporate development initiatives.

He is focused on our portfolio’s larger opportunities, leading transactions from first contact to acquisition, working with institutional investors, advisors, and founders alike to secure the right long-term home for their technology businesses.

Prior to MarTech at Volaris, Rasmus worked in corporate finance, responsible for middle-market M&A origination, corporate development, and private equity coverage. He holds an MBA from UCL, and CFQ certification via the CISI and ICAEW.

Sarah Gilbertson is an M&A BD leader for MarTech at Volaris, leading business development across Europe.

She’s spent over 25 years working across hospitality operations, high-growth technology, and SaaS, which means when she sits down with a founder, she’s not learning your world from scratch. She’s been an operator, run her own business, and led revenue teams at scale. She knows what it takes to build something, and she knows what good looks like.

After years in VC-backed environments where growth was measured in vanity metrics rather than value, Sarah set up her own consultancy specifically to work with businesses focused on sustainable, long-term growth.

She returned to employment when she encountered MarTech at Volaris, because for the first time in a long time, the values matched. That’s the conversation she now has with founders: not a hard sell, but an honest exploration of whether MarTech at Volaris is genuinely the right permanent home for the business they’ve spent years building. If it is, she’ll tell you. If it isn’t, she’ll tell you that too.

Farzana has been with MarTech at Volaris for over a decade, partnering with founders and investors across the vertical market software space. She has been a driving force behind some of the firm’s most strategic global acquisitions, including Apdata, ClickDimensions, Wennsoft, and CaterTrax. She currently oversees M&A for North America.

Outside of work, she is an avid tennis fan and a somewhat reluctant (but loyal) Maple Leafs supporter—proving her appetite for long-term bets.

Sudip is an M&A Manager at MarTech at Volaris, supporting acquisition execution across Europe and North America. He works with founders through the full process – from early conversations through to due diligence and close – bringing the kind of financial rigour that makes complex deals feel less uncertain.

His background is in audit and corporate finance, which means he’s spent years learning how businesses actually work beneath the surface. That foundation shapes how he approaches M&A; not as a transaction to complete, but as a story to understand.

He’s drawn to the moments where data and context connect – where the numbers stop being numbers and start explaining something real about a business and the people who built it.

Sudip is a chartered accountant with the ICAEW.

Jens joined MarTech at Volaris in 2023 as part of the corporate development team, where he leads acquisition activity across the group’s portfolio. He works with founders, management teams, and advisors from first conversation through to close with a focus on finding the right permanent home for technology businesses built to last.

Having spent over a decade in M&A across Europe—on both the buy and sell side—he brings a truly holistic perspective. His experience spans acquiring companies as a principal, structuring and financing transactions from the banking side, and advising founders through their own sale processes.

Having sat on every side of the table, he understands the priorities, trade-offs, and pressures that founders and sellers face, as well as what it takes to execute a successful transaction end-to-end.

Liam joined MarTech at Volaris in 2024 as part of the M&A corporate development team. He works with potential partner companies from the first conversation through to acquisition structuring and due diligence.

Liam has worked with founders and corporations across North America and Europe and believes strongly in the Volaris buy-and-hold forever approach.

Before joining MarTech at Volaris, Liam worked in finance roles across private equity and banking. Prior to his finance career, Liam worked as a factory and supply manager in the upholstered furniture industry. He has an MBA from Queen’s university and a Chartered Business Valuator (CBV) designation.

Adil joined MarTech at Volaris in 2024 with a clear mission to connect great software businesses with a permanent, people-first home. As part of the M&A team, he focuses on building long-term relationships with founders and management teams across Europe and North America.

He believes the best acquisitions are built on genuine relationships, not transactions, investing time to understand each business long before any formal conversation begins, and prioritising trust, shared values, and long-term alignment.

Prior to joining MarTech at Volaris, Adil built his career in business development across the B2B software and SaaS space, consistently engaging at C-suite and founder level across the UK, Europe, and North America. His experience spans fintech, cybersecurity, IT services, and enterprise content management.

Ashton joined MarTech at Volaris Group in 2023 as part of the M&A team, where he focuses on building relationships with institutional investors, advisors, and founders.

He is passionate about creating meaningful connections and supporting stakeholders throughout the full transaction lifecycle from initial conversations through to successful acquisition.

Outside of work, Ashton enjoys spending time with friends and family. You can find him staying active, through volleyball and swimming, or travelling around the world.

Heli joined MarTech at Volaris in 2024 and is a member of the M&A team, where she focuses on sourcing and evaluating acquisition opportunities.

She contributes to building and developing pipeline, conducts market research, and engages with business owners to identify companies aligned with Volaris’ long-term, buy-and-hold strategy. Heli works closely with internal stakeholders to help advance opportunities through the early stages of the investment process.

Outside of work, Heli enjoys unwinding and spending quality time with family and friends.

Ahmad joined MarTech at Volaris in 2026 as part of the M&A team, focusing on sourcing and qualifying software businesses across North America, Australia, New Zealand, and Singapore.
 
He takes a relationship-driven approach to connecting with business owners and management teams, focusing on understanding each company’s unique goals and building trusted, long-term relationships through thoughtful conversations and consistent engagement.
 
Prior to joining MarTech at Volaris, Ahmad worked in Franchise Operations with Maple Leaf Sports & Entertainment, where he supported the business and operational functions of a professional sports organization. That experience strengthened his communication, organization, and relationship-building skills, which he now applies to working closely with software founders and management teams.