Mayfair Equity Partners, a technology and consumer investor with over £2 billion in assets under management, announced three promotions, including the appointment of two new Partners and the creation of a new senior data role focused on scaling the firm’s capabilities. This role will report directly to Daniel Sasaki, Mayfair’s Managing Partner.
Specialist Managing Director Nick Keegan and Investment Managing Director Yusuf Hoballah were promoted to Partner. And the firm also announced the promotion of Abbie Robus to Senior Associate and the appointment of Maria Carradice to a new role to head up the delivery of Mayfair’s evolving data strategy.
Mayfair’s goals are to back people and work with founders and management teams to execute growth plans quickly. To make this happen, Mayfair has built a dedicated team of Specialists with decades of experience working for PE-backed businesses and some of the world’s biggest companies. Mayfair’s staffing model means that its Investment and Specialist teams work together to support portfolio companies across the investment cycle.
Yusuf Hoballah has been a member of the investment team since 2017. He has been instrumental in the origination and execution of new investments and is highly involved with supporting portfolio companies on their strategies and operational objectives.
Most recently, Hoballah worked on selling Snowfox Group to Zensho Holdings for $621mn, the largest consumer exit by a UK private equity firm in 2023. In the last year, Yusuf has supported EGYM on its $225 million Series F funding round. Before joining Mayfair, he was a Morgan Stanley Private Equity team member, which focused on majority buyout investments in North America and Western Europe.
Nick Keegan joined Mayfair in 2018 as a Specialist focused on value creation through Marketing Effectiveness. Keegan has played an essential role across the investment cycle, focusing on brand strategy, go-to-market strategies, digital marketing, and communications. The notable initiatives include Fox International’s highly successful digital marketing strategy, marketing, and communications supporting Parcel2Go’s exit and the ongoing development of marketing attribution models for TrustedHousesitters. He joined, having spent over a decade advising some of the world’s leading brands at PE-backed communications consultancy Blue Rubicon.
Abbie Robus has been promoted to Senior Associate within the investment team. Robus joined in 2022 from KPMG’s Corporate Finance team, where she was a manager advising financial sponsors and corporates on mid-market sell-side and buy-side transactions. Most recently, Robus worked on merging AI-powered Language Services Provider Jonckers with Acclaro, an international translation and localization agency, to create a language services powerhouse.
Along with the firm’s promotions, Maria Carradice, who has been Mayfair’s ESG Specialist since 2015, will also assume responsibility for evolving Mayfair’s internal data systems and capabilities. Following the successful launch of ListAlpha, an innovative deal flow platform for investors that has been developed with support from Mayfair, the firm is increasing its focus on data. Carradice’s new role will be to make data-centricity a key competitive advantage for the firm.
KEY QUOTES:
“We’re delighted to promote Yusuf and Nick to Partner, Abbie to Senior Associate, and for Maria to assume her new role. They have all made a significant contribution to our success to date, working as part of our integrated staffing model to help scale successful companies and drive growth across our portfolio. They’re also part of a wider team that we’re incredibly proud of, who come from a range of backgrounds with diverse experiences, and who through hard work and dedication, create tangible value for our investors.”
- Daniel Sasaki, Managing Partner of Mayfair
