Dean Steele is the founder of UnGentle and a business architect who turns strategy into repeatable execution. He designs research‑backed frameworks that help leadership teams transform, scale and run with precision.

His training spans law, psychology and marketing. He has completed a MSc in Business Psychology, an MA in Marketing & Digital Communication, and a Postgraduate Diploma in Law. Dean is currently researching AI‑driven business transformation at the University of Oxford, reading an MSc in Change Leadership at the University of Oxford and HEC, and pursuing his PhD at ESCP Business School, expected in 2028.

Across private industry and international charities, he delivers workshops and research models that help founders and organisations navigate change and grow, organically and through acquisition. He has built and led award‑winning ventures and mentors ambitious leaders.

Known for clear thinking and a straightforward style, Dean blends academic rigour with entrepreneurial momentum. Away from work he can be found training in Brazilian Jiu‑Jitsu or with his family and pets, always curious about what comes next.

With over a decade of experience across the Ministry of Defence and Industry, Charlotte brings a dynamic and holistic blend of leadership, strategy, and engagement to UnGentle’s teams and clients.

Having led diverse, high-performing teams and driven digital transformation initiatives, Charlotte’s background in STEM, HR, and Business Operations positions her as an insightful innovator.

Founder of The Claritas Method, Charlotte has developed a unique framework that helps organisations and leaders achieve clarity, alignment, and measurable growth through purpose-driven action and mindsets.

Beyond UnGentle, Charlotte is a devoted mother to a big blended family, happiest when outdoors or off on an adventure. She is often found with a good book in hand.

With Charlotte at the helm, UnGentle and its partners continue to grow with purpose, clarity, and innovation.

Meet Josh, our Media Buyer Guru from Cardiff. 

Josh is a seasoned pro when it comes to purchasing media and ads for UnGentle (with over four years under his belt in the team).​

Josh helps us leverage data to drive exceptional results across various social media platforms to help get your brand and business noticed.​

Josh discovered his passion for the dynamic world of digital marketing during his post-graduate master’s degree in Media, Communications & PR at Cardiff University. Inspired by the power of data-driven and creative business, Joshua found a natural fit for his skills and interests.​

In his downtime, Josh enjoys unwinding with classic TV shows, with Mad Men being a personal favorite. He finds inspiration in the show’s depiction of the advertising industry’s golden age and often draws parallels between the characters’ journeys and his own experiences in the field.​

When he’s not busy optimising ad spend or analysing campaign performance metrics, you can find Joshua enjoying the vibrant culture of Cardiff or exploring the latest trends in digital marketing.​

With a passion for community and an eye for detail, Kirstie specialises in increasing business impact and connecting people to what matters most.​

Former dental practice manager turned business and marketing enthusiast; Kirstie is the creative force behind our captivating campaigns.​

Drawing from her gymnastics background, Kirstie brings strength and fluidity to our dynamic marketing team, creating visually stunning content that tells compelling stories.

When not crafting marketing magic, Kirstie enjoys baking bread with partner Dale and finding zen on the yoga mat.​

As an avid reader and writer, Kirstie spends her Sundays with a cup of tea, exploring thought-provoking realms.​

Driven by the belief that community is the cornerstone of beauty, Kirstie aims to inspire connections and promote positive impact through her work.​

Sport has always been at the core of Justin’s life, shaping both his career and personal journey.​

With an impressive record of 29 marathon titles in wheelchair racing and holding the titles of World and European Champion in Brazilian jiu-jitsu, Justin’s sporting prowess is unmatched.​

A staunch activist for equality and human rights, Justin works tirelessly to see fair treatment for everyone and is a mentor to newly injured civilians and veterans.​

As client Account Manager, Justin serves as one of the primary liaison between clients and the organisation. ​

His role involves ensuring client satisfaction and nurturing relationships.​

Beyond his professional endeavours, Justin brings a touch of humour and culinary flair to the team. His love for food and cooking adds a delightful dimension to the UnGentle culture.​

Hailing from the realms of programming code and creativity, Sebastian is our resident full-stack developer extraordinaire, specialising in Python, Java and React.

When he’s not busy crafting cutting-edge web applications, you can find Sebastian busting out his signature dance moves at our office Christmas parties, much to everyone’s delight.

Combining his passion for code with a knack for design, Sebastian creates web experiences that not only dazzle but also leave users clicking for more.

With his infectious energy and dedication to mastering his craft, Sebastian is the secret sauce behind our team’s success, ensuring every project reaches new heights of excellence.