Over 3o Years Industry Experience
The Datum Way
Our leadership team
Pete Anniss
CEO
Pete is the Chief Executive Officer of Datum, bringing nearly three decades of experience within the business. Since joining Datum in 1998, Pete has progressed through the organisation from a warehouse role to CEO, gaining a comprehensive understanding of every aspect of the company’s operations. His extensive knowledge of the business, combined with his strategic leadership, has been instrumental in Datum’s continued growth and long-term success.
Pete holds a degree in Biology from Aberystwyth University and a master’s degree (MSc) from Cranfield University, providing him with a strong technical understanding of stainless-steel strip and the etching characteristics of stainless steel. He has also completed the University of Chicago’s Accelerated Development Program, further strengthening his leadership and strategic management capabilities.
As Chief Executive Officer, Pete is responsible for setting the strategic direction of the business, driving innovation, and ensuring Datum continues to deliver exceptional value to its customers. His commitment to operational excellence, investment in people and continuous improvement has helped reinforce Datum’s position as a market leader within the precision metal etching industry.
Ben Widger
Finance Director
Ben is the Finance Director at Datum, having joined the business in September 2015. Ben has played a key role in supporting the company’s continued growth, providing strategic financial leadership, and helping to strengthen the business through sound financial planning, governance, and commercial insight.
Prior to joining Datum, Ben served as Head of Finance and Supply Chain at the Pedigree Group, where he gained extensive experience in financial management, operational performance, and supply chain strategy. He holds a Bachelor of Science (BSc) with Honours in Biology and is a qualified member of the Chartered Institute of Management Accountants (CIMA).
As Finance Director, Ben is responsible for overseeing the company’s financial strategy, reporting, compliance, and business performance. Recognised for his analytical approach, commercial acumen, and ability to quickly interpret complex information, he provides valuable insight that supports informed decision-making across the organisation.
Ross Howard
Sales & Marketing Director
Ross is the Sales & Marketing Director at Datum. He joined the business in April 2020 as Business Development Manager and became a Director in August 2023. His promotion recognised the significant contribution he has made to the company’s commercial growth and the strategic direction, developed to support Datum’s continued expansion.
A qualified Mechanical Engineer and accomplished sales and marketing professional, Ross brings more than 30 years of experience across engineering, manufacturing, and industrial sectors. Throughout his career, he has worked with a diverse range of manufacturing businesses, including marine electronics and navigation equipment, cricket bat manufacturing, and the supply of laser marking, chemical etch marking and industrial identification solutions. This broad industry experience has equipped him with a strong technical understanding, commercial expertise, and the ability to develop effective growth strategies across a variety of specialist manufacturing markets.
Ross leads the company’s sales and marketing functions, focusing on business development, customer relationships, and strategic growth. Combining technical knowledge with commercial expertise, he is committed to strengthening Datum’s market position, identifying new opportunities, and delivering long-term value for customers and the business alike.
Richard Knutton
Operations Director
Richard is the Operations Director at Datum. Since joining the business in April 2019, he has played a key role in driving operational excellence and supporting the company’s continued growth. Richard was promoted from Engineering Manager to Technical Director within two years of joining Datum, before progressing to Operations Director in July 2026.
With a strong background in aerospace manufacturing, Richard brings extensive engineering, manufacturing, and operational expertise. Throughout his career, he has worked with leading global aero engine manufacturers, specialising in the development and optimisation of turbine blade manufacturing processes to improve quality, efficiency, and performance.
Richard began his career as an engineering apprentice and has progressed through a range of technical and leadership positions, including Engineer, Senior Engineer, Engineering Manager, Technical Director and now Operations Director. His practical engineering knowledge, strategic mindset and commitment to continuous improvement enable him to lead cross-functional teams and drive operational performance across the business.
Experts In Our Field
With over 30 years of experience, Datum leads in innovation and delivery of tools for infinity edge innovators and technology developers.
Datum deliver rigorously tested products, industry-leading delivery times and optimal results.
With locations in the UK, USA, and Singapore we can service our customers and maintain strong relationships wherever they are in the world. Datum customers return time and time again, safe in the knowledge that our products and service are second to none.
Industry Sectors
Our laser cutting process guarantees scratch-free, precision components that find widespread use in various manufacturing sectors including power generation, machine building, marine, automotive, battery manufacture and technology companies.
Experience Counts
Datum has a proven track record with rigorously tested products and industry-leading delivery times.
Our experienced team will guide you through the development process, from concept to final production, ensuring your ideas come to life with unparalleled precision and quality.
Complexity is where we thrive, so bring us your most complex issues, challenging tool design or process problems and we will help solve them for you.
Quality
Oil, grease and scratch free foils and components, produced to tight tolerances
Experience
With decades of experience, Datum leads the way in innovation and technology development
Efficiency
Rapid prototyping and production, short lead times and fast delivery
Precision
Our tolerance controls ensure you receive precision foils and components