Our Management Team

At Avena our management team work to empower our staff to achieve both professional and personal goals. They lead by living up to core values of integrity, honesty, and trust. They take responsibility of projects and tasks and challenge each other to ensure the business succeeds.

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Ken Crawshaw

Managing Director

From a young age Ken has always been entrepreneurial and he set out to develop a business that was built on his personal vision and values. Establishing Avena in 2011 Ken has built Avena from the ground up, establishing its core purpose to protect businesses and individuals against the challenges faced by identity theft. As Avena has grown, Ken has taken a hands-on approach to ensure we are always striving to exceed customer expectations and go that extra mile. Ken works to relentlessly drive business performance with his team to meet challenging strategic objectives – a firm believer in ensuring team motivation through strong leadership skills that empower others to succeed. Living up to core values of integrity, honesty and trust his mission has always been to give individuals confidence by supporting them to do the right things.

Outside of work Ken is at home in the city or country, whatever involves fun & activity.  A goal-orientated person – you will find him busy outdoors in all weathers!

Michael Tippling

Internal Sales Team Leader

Michael joined Avena in February 2018 as a new member of our Internal Sales Team. Michael was instantly successful in ensuring company growth not only by winning new business but also enhancing our current customers experience. Two years later Michael was promoted to Internal Sales Team Leader. Michael is focussed on sales strategy, recruiting talent & leading his ever growing team to success. Michael’s end goal is to drive Avena to be the go-to provider of secure destruction (Documents, Clothing or IT Material) for UK Businesses – being the number 1 provider in terms of both size and customer service.

Outside of work, Michael’s interests revolve around sports as a failed professional sportsman in both Football & Athletics. His time is occupied by 3 young children and house renovations.


Jason Doe

Operations Manager

Jason joined as a service representative in 2015 and through personal training & development has now become our operations manager for the business. His core responsibility is direct responsibility for our hub managers and indirectly for all our service representatives and operations teams across our branches (Midlands, London & East Anglia).

Outside of work, Jason is a massive football fan and loves keeping fit. He enjoys all things outdoors including, kayaking, and hiking with his two children.

Martin Lloyd

Sales Director

Martin joined Avena as our General Manager in January 2021 and has now taken the role of Sales Director. Although Martin officially joined Avena in 2021, he has been working within the business as a Coach & Mentor over the past 4 years and has helped the Team to achieve success in their respective roles. Martin is a qualified NLP practitioner which furnishes him with the necessary tools to communicate & empower the Team to be the very best they can be. Martin brings 22 years’ experience in the information security industry to his role at Avena.

Outside of work Martin enjoys open-water swimming and volunteers his time with Cheshire Scouts and The Duke of Edinburgh Award.

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Tanya Culwick

Finance Manager

Tanya joined our management team in 2021. With Avena’s rapid growth it is essential we have someone with Tanya’s experience leading our finance department. Tanya has over 12 years’ experience in varying accounting and finance roles. One of Tanya’s key objectives is to review our current processes, with the aim to implement improvements that will streamline our financial functions, controls, and reporting.

Outside of work Tanya enjoys spending time at her allotment and walking the Norfolk costal paths. One thing we are all learning in the office, is more about trains. Tanya is a huge train enthusiast, and we are all eagerly awaiting the addition of a model train to Tanya’s desk.

Matthew Virgo

Client Care Manager

Matthew joined Avena in March 2021. He comes from a Banking background where he was a branch leader for 11 years.  During his time within leadership, Matthew has gained some valuable insights and skills in what customer care really means and how staff can service their customers in the most effective way possible. You will find Matthew and his team on the end of the phone whenever you should need him. Matthew prides himself on customer care and putting the customer at the heart of everything he does.

During Matthew’s spare time he will be found getting muddy with the kids (Isla 4 and Oska 1) out in the fresh air and usually chasing his daughter around soft play.

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Danaan Miller

Senior Business Consultant

Danaan is one of Avena’s highflyers, joining the business in 2020 as a sales executive, he quickly proved himself and has been promoted to sales team leader. His early success was down to his aptitude in enhancing customer experience and bringing new clients into the business. Danaan has keen interest in sustainability and is endeavouring to show an end of life process for textiles and workwear.

Away from the office Danaan enjoys rugby, skiing, travelling (particularly to ski) and of course is an avid donor to his local pub.

Elliott Day

Senior Business Consultant

Elliott joined in September 2020 after gaining his degree in Criminology from Anglia Ruskin University. Elliott is recently responsible for setting new records within Avena and achieved the best ever first 6-month sales period. Drawing on his natural competitive side Elliott has been promoted to sales team leader. Whilst studying Elliott joined The Norfolk Constabulary as a Special Constable who play a vital role in tackling crime & confronting anti-sociable behaviour alongside the Police.

Outside of work Elliott loves socialising with friends, spending time outdoors and all things sport. With a keen interest in Carp fishing, football, and boxing.

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Louisa Staite

Regional Business Consultant

Since joining Avena Louisa has made an impact within the office, often found talking with her prospects about all things travel, children and GDPR compliance. Louisa is passionate and enthusiastic in ensuring her clients are looked after and are getting the best value including thorough advice and guidance, she always goes over and above. Louisa joined Avena with 8 years’ experience in selling skin care products.

Outside of work, Louisa enjoys making memories with her partner, 3 step children & fur baby Ralph. In the office Louisa tells stories of her backpacking trips around Thailand and Cambodia.

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