Meet the Team

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DR. ALEX BAKER-FRIESEN

FOUNDER/ CEO

Alex Baker-Friesen founded Ozyntel in 2018 to translate his PhD research in organisational transformation into actionable tools. Operating at the interface of science, society and impact since 2008, he brings deep experience in action research and change leadership across universities, innovation ecosystems, and climate ventures throughout Europe. The methodologies he created, and his strategic systems expertise, form the fundaments of our technology and services. Based in the Netherlands with an international outlook, he leads Ozyntel as a social knowledge enterprise providing transformation intelligence for organisations to navigate complexity, build coalitions, and drive regenerative innovation

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CHARLINE BAKER-FRIESEN

Charline Baker‑Friesen co‑founded Ozyntel as Chief Product Officer in 2025, bringing implementation science expertise from years of work at the intersection of clinical neuropsychology, digital health, and organisational change. With her Masters in Neuropsychology, she leads product development while her psychology background shapes marketing and communications that translate complex transformation science into clear, actionable guidance. Based in the Netherlands, she focuses on how people, tools, and organisations adapt under pressure and complexity, ensuring Ozyntel’s technology serves its mission of enabling systemic change.

CO-FOUNDER/ CPO
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LILY PEPPER

Lily is a sustainability entrepreneur and strategist, joining as Chief Strategy Officer in 2025, with experience founding and working with startups across European innovation systems. With a Master's in Sustainability Science, she bridges academic rigor with startup pragmatism, leading our strategy, business development, and product development. Her research on organisational transformation challenges directly shapes how our intelligence platform addresses the psychological barriers that prevent systemic change. Based in Germany, she connects Ozyntel to innovation ecosystems and ensures solutions meet real organisational needs.

CO-FOUNDER/ CSO
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LIISA-MAIJA MALINEN

Liisa-Maija Malinen joined Ozyntel leading consulting and action research, bringing a decade of experience in facilitation, learning design, and organisational change. Having a track record as a professionally certified facilitator, with an M.Sc. in Corporate Environmental Management, she helps R&D and leadership teams navigate responsible AI development. She specializes in translating transformation science into practical capability and decision-making, focusing on the human side of responsible technology: the skills, structures, and conversations that shape judgment under complexity. Based in Finland working internationally, she guides Ozyntel's client engagements and ensures ethical AI development across all project work

CO-FOUNDER/ Chief of Consulting