Nottingham-based investigation and intelligence management software firm Altia has announced the appointment of Natalie Farr as its new Director of Sales and Partnerships for Europe, the Middle East, and Africa (EMEA). In this role, Natalie will be responsible for driving commercial growth across the region, enhancing sales operations, and collaborating closely with both global and product-specific teams to ensure best practices are consistently applied.

Natalie brings extensive experience in public safety, national security, and enterprise transformation to her new position. Her career began within UK police forces before she transitioned to senior roles at Microsoft, where she supported the transformation of law enforcement and defence organisations as part of the company’s Public Safety and National Security division. She further expanded her expertise at Google, where she continued to work at the intersection of technology, public service, and innovation.

Commenting on the new appointment, Altia CEO Rob Sinclair said: “At Altia, we pride ourselves on delivering the best and most innovative tools to support our customers, and that starts with having the right people. We are incredibly excited to welcome Natalie to the team. Her exceptional experience, along with her ability to lead high-performing teams and build strategic partnerships, will be invaluable as we scale our presence internationally and continue to evolve our sales approach to meet the needs of our customers.”

In her new role, Natalie will work alongside the senior leadership team to ensure that Altia’s solutions remain closely aligned with market demands and customer expectations.

“I’ve always found purpose in helping organisations that protect the public, and that’s why I’m so excited to join Altia,” said Natalie Farr. “I get a real buzz from creating tangible impact, and working in policing and justice is where I know I can make a meaningful difference. This role brings together everything I care about: innovative technology, frontline impact, and the opportunity to lead a global team.”

Beyond her professional expertise, Natalie is a passionate advocate for diversity in technology. She regularly volunteers in schools to inspire young women to pursue careers in STEM and leadership.