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Meet the Founders

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Azmat Sherwani

CEO of Dotted

With over 20 years of experience in B2B sales, Azmat brings deep commercial expertise and a global perspective to building and scaling businesses.

His career spans working across every major international market, holding senior leadership roles with organisations such as Thomson Reuters, and helping high-growth startups scale successfully. With an MBA and strong commercial acumen, Azmat has led and developed senior teams across the UK, UAE, and Singapore.

Having taken businesses to market for years, Azmat co-founded Dotted alongside Marcus, driven by a belief that the same commercial discipline and execution should be accessible to customers looking to grow and scale their own businesses.

_Marcus

Marcus Axelson

COO of Dotted

With over a decade of experience in B2B SaaS, Marcus has a proven track record of building and scaling businesses

His experience spans across selling mobility dispatch solutions internationally, working at Gartner, co-founding Dotted and being part of the founding team of a health and rewards app, which was successfully acquired in 2025.

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Adam Lee

 European Sales Director 

Adam has over 10 years’ experience in B2B sales, working across multiple industries and building long-term partnerships with businesses across Europe. For more than five years, he has specialised in selling taxi dispatch and fleet management software, giving him a deep, first-hand understanding of the operational challenges faced by modern taxi fleets.
 
Adam has successfully led major enterprise sales across seven European countries, closing high-value deals with some of the region’s largest taxi fleets. This international experience shapes the vision behind the business, delivering powerful, reliable, and easy-to-use software that helps fleets operate more efficiently, scale faster, and stay competitive.