Reuben is highly experienced in all aspects of start-ups, SMEs and high-growth businesses. Starting out in Canada, he contributed to the growth and ultimate sale of Brita to Clorox, a fortune 500 brand, then relocated to Germany to gain international experience prior to settling in the UK and working in high tech water purification and which was bought by Pepsico. Following this, he founded his own startup, Timestrip, which created a new category of low-cost sensors which disrupted several markets, and exited in 2018. Reuben brings extensive experience in B2C and B2B with an emphasis in successful product development and commercialisation in a wide range of sectors with international market knowledge and experience, particularly the U.S. Most recently, he has developed a particular interest in companies developing AI technology.