Rob Milnes – CEO

BA Hons (Business) DipM
Rob has over 30 years experience in financing and bringing ground-breaking medical technology and software to global markets, with the past 20 years focussed on women’s health.   Co-inventor of 6 OvuSense patents and co-author of several clinical publications, he is also CEO of Fertility Focus Inc., the company’s wholly owned US subsidiary. Rob has worked for Roche, Oxford Instruments, and was formerly a member of the Operations Board of Huntleigh Healthcare following the successful sale and integration of the Sonicaid Fetal Monitoring and Medilog Cardiology businesses. He brings extensive experience in international sales & marketing, M&A, sub-contract manufacturing, finance and systems.



Dr Al Pirrie – Chief Technology Officer

BA  DPhil
Al heads up the company’s Research & Development function is the principal programmer for the OvuSense App product.  He is a medical device and software prototyping engineer with over 25 years experience. He has a broad range of product innovation and development experience, spanning medical and healthcare devices, data analysis and medical apps. His early research at the University of Oxford has been licensed to Glaxo, Pfizer and The Battelle Manorial Institute, among others, and he continues to consult for both academic and corporate institutions.



Laura Underwood – Commercial Manager

Laura is in charge of leading the company’s content and product development.  She brings over 25 years’ experience in international consumer sales and marketing to Fertility Focus.  Combining both service and product understanding, she has worked in a broad variety of industries, most recently heading the Recycle Now campaign at WRAP.  Prior to that she worked for several of blue-chip manufacturers including Brita and Hasbro.


Lee Benning – Digital Marketing Manager

BA Hons (Business)  DipM
Lee is in charge of the company’s digital marketing.  He brings over 10 years’ experience creating and implementing successful digital marketing strategies for businesses in the public and private sector, with significant international experience in both B2B and B2C.  Prior to joining Fertility Focus, Lee ran his own digital consultancy, following roles with Unilife, University of Southampton and Sony Europe.


Shazia Shakir – Quality Assurance and Operations Manager

MChem Hons
Shazia is in charge of project management for the company’s product launches, subcontract manufacturing and supply chain, technical support, and the company’s quality management system.  With a background in Chemistry, Shazia brings experience in new product development, manufacturing and quality systems in the medical device and industrial chemistry sectors. She has worked for Abbott Diabetes Care and Infineum.



Caroline Price – Customer Relations Manager

Caroline is in charge of the day to day management of the OvuSense customer experience from first interactions on social media, to joining our support forums to receiving product support.   With a background in administration, training social, media and online forums, Caroline has direct experience of the OvuSense product and the customer journey to a successful pregnancy.



Craig Citron – COO Fertility Focus Inc (US)

Craig is in charge of day to day operations at Fertility Focus Inc. based in Connecticut, and assists with the development of all aspects of the US sales and marketing presence for OvuSense, with particular emphasis on web development.  He has over 30 years experience in medical device sales and marketing, with over 15 years in women’s health.  He has worked for Novametrix, Wallach Surgical and most recently Cooper Surgical before setting up in consultancy practice in 2013.


OvuSense 3D Front On Fahrenheit-Current View

Dr James Pardey – Research & Development Consultant

BSc  PhD
James heads up the company’s algorithm development and ecommerce website development functions.   James is an expert developer of medical devices, with over 25 years experience in software and algorithms.  After 10 years in academia he left Oxford University to join Oxford Instruments where he was responsible for developing ground breaking sleep apnoea, fetal monitoring and cardiology algorithms that made those products leaders in their field.  He has worked for Oxford Instruments, Huntleigh Healthcare and Schiller.



Kate Davies – Fertility Nurse Advisor

RN  BSc(Hons)  FP Cert
Kate supports the company’s customers through online consultations and provides clinical input for product development and marketing.   Kate is a registered Nurse specialist and has over 25 years’ experience in fertility and women’s health. Having completed a degree in Sexual Health at Greenwich University in the UK in 2008, Kate is now a qualified Fertility Coach. As well as advising women on the benefits of OvuSense, Kate runs her own private practice in the UK consulting women on natural fertility.


Jessamy Baldwin – Social Media Manager

Jessamy runs the OvuSense Instagram channel and Pinterest page, which continue to foster a sense of community, offer support and provide key information to those trying to conceive. Before joining the team, Jessamy worked as a news reporter, magazine editor and government communications advisor. Today, she runs her own digital content creation business, where she collaborates with numerous international clients. Jessamy is always on hand to lift spirits, inspire hope and share information about OvuSense.



Libby Semple – Financial Controller

Libby runs the company’s accounting systems, payroll, management and statutory accounts.   She has over 30 years experience in a wide variety of finance / management accounting roles in design and manufacturing industries. With over 13 years in product development businesses, she joined FF in 2011. Libby is an active member of the local community as a Governor of both Primary and Secondary Schools.