
We’ve been where you are — working in industry, leading client-side, and delivering real business outcomes powered by technology
We’ve been where you are — working in industry, leading client-side, and delivering real business outcomes powered by technology
We’ve been where you are — working in industry, leading client-side, and delivering real business outcomes powered by technology
Every engagement is led by Mark Dermody and Jay Parmar. If additional expertise is needed, we draw on a small group of long standing associates, professionals we know and trust, fully integrated into the Tyde Consulting team.
Who we are

Mark Dermody
Mark began his career at Ocado at the start of the digital revolution, giving him a front row seat to the rise of eCommerce. As CTO at eCommera (later acquired by Dentsu), he led teams delivering ecommerce platforms for brands including Asda, House of Fraser, Jimmy Choo, Coty, Hamleys, Clarins, and Space NK, and scaled the London 2012 Olympic Games platform globally. As CIO at Wiggle, he guided the technology function through rapid digital growth, operational efficiency, and pioneering AI led customer personalisation. As CIO for Costa Coffee, he delivered a digital platform for loyalty, customer apps and preorder, a key enabler in the later sale to Coca Cola for $3.9bn. As CIO at Abcam, global life sciences, he delivered a transformation across ERP, data, and digital that enabled the company to scale rapidly, integrate acquisitions, and strengthen its position ahead of its $5bn sale to Danaher.
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Mark excels at leading high performing teams and aligning technology to ambitious growth strategies. With a track record of turning vision into execution, he combines strategic clarity with hands on delivery, guiding organisations from defining strategy through to delivering complex transformations that unlock real outcomes.
Having ridden the first wave of digital, Mark helped leading brands harness eCommerce to transform their businesses. He thrived on learning new technologies and translating them into customer and business value. Today, he brings that same energy and curiosity to AI, the next great wave of transformation, and is passionate about helping business leaders cut through the complexity to unlock their full potential.
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Built Digital eCommerce platforms for brands like Asda, Clarins & Olympic games.
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Drove hyper growth at Wiggle with digital & AI personalisation.
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Led Costa’s digital shift, enabling loyalty, customer apps & enabling the sale to Coca Cola.
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Transformed Abcam’s technology stack, powering growth, acquisitions and a $5bn exit.
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Now focused on AI, guiding leaders through the next wave of transformation.
Meet Jay Parmar
Jay has over 25 years of experience as a chief architect, the majority of that client side. He combines deep technical expertise with delivery pragmatism and a relentless focus on business outcomes. Known for cutting through complexity, Jay designs solutions that deliver measurable results in the shortest possible time.
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Starting his career as a software engineer, Jay quickly established himself at the forefront of technology driven change. At Egg.com, the world’s first internet bank, he helped pioneer digital financial services. He went on to hold senior roles with some of the UK’s most recognised brands, including Boots, Brakes, Rolls-Royce, Costa Coffee, and Ocado Retail where he led transformation programmes that unlocked significant value across retail, utilities, and manufacturing, in both B2C and B2B markets.
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With a career grounded in both technology and data, Jay is passionate about their power to shape business performance. Today, he sees AI as the natural next wave of transformation, one that will redefine how organisations compete and deliver value. His background gives him a unique vantage point to help business leaders not only understand AI but adopt it with confidence, embedding it into strategy and execution to create lasting competitive advantage. At Tyde, Jay brings this conviction to every engagement, guiding clients from vision through to delivery in a rapidly evolving, data driven world.

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Lead architect in the delivery of the Boots Advantage Card, one of the largest Loyalty schemes in the UK
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Chief architect at Brakes for their ERP consolidation programme.
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Led Costa’s digital transformation and the implementation of click and collect, and their loyalty scheme
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Led the technology transformation to scale Abcam's revenue and enable multiple acquisitions
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Now focusing on the next wave of challenges the new world of data and AI poses for organisations of all sizes
