About the founder

Elaine Baxter

Elaine Baxter is an innovation specialist, passionate about bringing physical and digital innovation to life. She sets a clear vision, creates opportunities and drives teams to achieve unexpected results.

An accomplished practitioner of user-centred design in industry, she has delivered across all stages of the innovation cycle from process engineering and manufacturing to leading large industry / university collaborations on new technologies.

Elaine successfully established and ran the first innovation accelerator at Procter & Gamble Luxury division and again at Coty, driving innovation at pace for some of the world’s biggest brands.

Outside of work, Elaine is a fitness nut and a gardener.

“Elaine is a highly talented and passionate innovator…I would have no hesitation in recommending her, and we are now working with her across multiple product and service innovation programmes.”

- Stephen Rumbelow, Director Sales & Marketing, RSC