The People

Matt Hermer

Founder and Managing Director

Responsible for the executive management team reporting to the board. Prior to setting up Ignite, Matt was employed in the city as an investment banker working at Hambros, Kleinwort Benson and ABN Amro where he was an Associate Director.

In 1998 Matt saw an opportunity in a failing bar and used his finance experience to create and turnaround a site into what is now Ignite’s flagship bar. For over a year Matt continued to work in the city whilst setting up Ignite and finally left ABN Amro in 1999 to dedicate himself full time to growing the business. His passion for the food and drink industry has grown Ignite to a unique, independent company.

Alexandre Kaden

Operations Director

Alexandre joined Ignite in 2008 bringing over twelve years of finance, food and beverage experience and is responsible for all aspects of operations for the group.

Beginning at the Boca Raton Resort & Club as a financial analyst, Alexandre moved into Food and Beverage, which took him to the Borgata Hotel, Casino & Spa, Atlantic City, then to London Clubs International/Harrahs Entertainment as Food and Beverage Director. With proven expertise in the ability to develop and manage multi-unit operations on many levels, Alexandre has an extensive international background.

Jason Myers

Managing Director, Bumpkin

Jason joined the company in July 2010 as Managing Director of Bumpkin and comes from The Gondola Group, which operates Pizza Express, Byrons, Kettners, Zizzi and Ask Restaurants. At The Gondola Group, Jason sat on the board of Zizzi as Operations Director and was influential in the leadership and growth of Zizzi, managing the operations team, new openings, central operations, L&D and HR functions. Prior to this he directed Operations for Greene King Plc and held senior roles with Barracuda, Spirit Group and Scottish and Newcastle Plc. Jason brings an enormous wealth of experience and passion in the F&B arena. His responsibilities are to lead and expand the Bumpkin Brand in neighbouring London boroughs.

Paul Deeming

Founder and Director

Paul’s focus on ensuring the Group continually gives the highest quality experiences to its clients, coupled with a commercial approach to its activities contributes to Ignite’s continued success.

Paul studied law at university and then worked at Arthur Andersen in the Corporate Finance arm, during this time gaining his ACA qualification. From there, Paul joined a private hospitality group leading the group’s investments in operations in the Alps; ranging from clubs, bars, restaurants to hotels. Prior to Ignite he was on the board of the London and UK subsidiaries of PR and marketing companies within Interpublic (Weber Shandwick) and Omnicom (TBWA).

Simon Baker

Marketing Director

Simon joined Ignite early this year with over twenty years of consumer brand experience. He started in the fashion arena launching UK and international fashion brands. In 1995, Simon founded Harry’s social club, a private club/restaurant in Notting Hill which attracted a local and celebrity clientele.

In 2000 Simon founded Chop’d, the UK’s leading retail salad operator. Most recently he was appointed global brand director for the Scottish distiller Whyte & Mackay where he spearheaded a portfolio turnaround project.His extensive food and beverage background and proven brand expertise will strengthen the brand and marketing function across Ignite's portfolio.