Meet the Fertifa family

Fertifa is the UK and Europe's leading reproductive healthcare provider on a mission to make reproductive healthcare accessible to everyone.

Clinical leaders

Meet the Fertifa clinical leaders

Our clinical team are at the heart of what we do. Led by Dr. Gidon Lieberman, our best-in-class clinical team provide patients with unlimited 121 advice, expert wellbeing support and treatment.

Medical Director
Dr Gidon Lieberman
He/Him

Gidon is a leading gynaecologist and reproductive medicine specialist. With over 25 years of experience in reproductive health, his specialist skills include menopause, fertility, key-hole surgery, and ultrasound. His clinical interests and expertise include general gynaecology, as well as more complex menopause and fertility challenges. Gidon has experience working in both NHS hospitals and as the Medical Director in IVF clinics. He is a British Fertility Society Trainer (in ultrasound) and is an Advanced Certificate Trainer for the British Menopause Society.

Special interests:
Complex perimenopausal and menopausal health
Unexplained subfertility and complex fertility issues
Expertise in PCOS, endometriosis, menstrual health, and surgical management of fibroids
Male and female mid-life health challenges
Clinical Consultant
Dr Jane Ding
She/Her

Jane is a consultant in obstetrics and gynaecology, with a specialism in menopause.  She has a PhD from Cambridge University on breast cancer and completed her medical training at Oxford University. She has spent the last 12 years working as a specialist in obstetrics and gynaecology in NHS posts, most recently at Whittington Hospital.  She has significant experience in all parts of gynaecology, fertility treatment, hormone health, menopause, women's health.

Special interests:
Perimenopause symptoms and hormonal and non-hormonal treatment
Fertility treatments and preservation, including IVF, IUI, egg and sperm freezing
Hormonal symptom treatment and advice
Gynaecological issues, including endometriosis and fibroids
Men's Health Consultant
Dr Asif Muneer
He/Him

Professor Asif Muneer is an expert in the field of andrology which includes the management of male benign and malignant genital diseases including erectile dysfunction, Peyronie's disease and male infertility. His specialist interests include male genital cancers, male infertility, erectile dysfunction, penile prosthesis surgery, vasectomy reversal, surgical sperm retrieval and Peyronie’s disease.

Special interests:
Men's health concerns, including erectile dysfunction
Male-related cancers, such as prostate and testicular cancers
Male fertility including testing, treatment, and optimising male fertility
Vasectomy and vasectomy revearsal
Head of Clinical Services
Holly Rowland
She/Her

Holly is a leading fertility specialist, with over 10 years of clinical experience. With specialist skills in early pregnancy, sexual health, contraception (including vasectomy), egg and sperm donor programmes, Holly has experience leading the nursing team at one of London's best fertility clinics (and Fertifa partner), The Evewell. Holly has extensive experience in all parts of the fertility journey, including supporting LGBTQIA patients and gender affirmation challenges, pregnancy loss care, PCOS and early pregnancy.

Special interests:
Fertility treatment, with a specialism in egg and sperm donor programmes
Contraception, including vasectomy
Gynaecological conditions, including PCOS
Early pregnancy, pregnancy loss, post-partum health
Clinical team

The Fertifa clinical team

Our nurses practitioners and clinical advisors and  are the very first point of contact for our patients. They guide our patients along their reproductive health journeys, no matter what these journeys make look like.

Sana Ahmed
She/Her
Senior Patient advisor
Sana has a strong interest in human reproduction, fertility preservation, male fertility, and medical regulations. She has an MSc in Reproductive and Developmental Biology from Imperial College London and previously has over 6 years of experience as a Clinical Andrologist in both the NHS and in some of the UK's leading fertility clinics, specialising in sperm health and male fertility.
Special interests:
Men's health, with a specialism in sperm health
Fertility preservation, including egg freezing
Steph Pryor
She/Her
Midwife
Steph has over eight years of experience working in fertility and midwifery, specialising as an Egg Donation Coordinator in one of the UK's leading fertility clinics. Her expertise sit in women's health, maternal and postpartum health, fertility, and pregnancy loss. She is passionate about empowering individuals to make informed and confident decisions regarding their reproductive health.
Special interests:
Fertility treatment, with a special interest in donation and shared motherhood
Pregnancy loss and miscarriage support
Sarah Feldman
She/Her
Patient AdvisoR
Sarah has 3 years of experience through her work in the postpartum ward as a Patient Care Associate, helping new parents and babies transition from labour. She has experience in health literacy in pregnancy and hands-on postpartum care. She is dedicated to providing health equity and education about fertility and pregnancy.
Special interests:
Fertility treatment and planning
Contraception advice
Chiara Castiglia
She/Her
Fertifa Midwife
Chiara has been working as a midwife since 2016, with experience working in various maternity departments within the NHS. She is dedicated to supporting couples throughout their pregnancy journey and is passionate about antenatal care, labour and delivery services, and is committed to ensuring the wellbeing of both expectant mothers and their newborns.
Special interests:
High-risk pregnancy
Perinatal mental health
Sophie Witts
She/Her
Fertifa Midwife
Sophie is a specialist in obstetrics, gynaecology and urology medical devices, qualifying as a midwife in 2016. Her primary focus is high-risk care. She has significant experience working in emergency teams and in intrapartum diabetes care. She has previously worked in leading London hospitals, looking after patients with complex medical conditions that range from pregnancy complications, labour issues and the immediate postnatal period.
Special interests:
Advice and support during pregnancy and beyond
Birth options and preferences
Olivia Vince
She/Her
Fertifa Midwife
Olivia has been a qualified midwife since 2016. She has experience working in hospitals and fertility clinics in London, specialising in women’s health, antenatal health and supporting people during labour, delivery and throughout postnatal journeys. She is passionate about empowering people through educating them and supporting them through their unique reproductive health journeys.
Special interests:
Maternal health and general parent education and advice
Fertility treatment planning, for all fertility treatments
Meet the team

The Fertifa family

Fertifa was born out of our personal experiences with reproductive health. We've seen first hand how difficult going through reproductive health challenges can be, especially whilst managing careers and busy lives around it.​ Here's the Fertifa family.

She/Her
Eileen Burbidge
Executive Director
She/Her
Holly Rowland
Head of Clinical Services
He/Him
Nick Kuan
Director of Clinical Services and Operations
She/Her
Céline Crawford
Head of People and Operations
He/Him
Dr Gidon Lieberman
Medical Director
She/Her
Olivia Vince
Fertifa Midwife
She/Her
Chiara Castiglia
Midwife
She/Her
Elizabeth Archibald
Client Operations Coordinator
He/Him
Giuliano Sison
Product Lead
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James Flory
Digital Marketing Associate
She/Her
Lizzie Hayes
Sales and Marketing Associate
She/Her
Lucy Bott
Programme Manager
He/Him
Matt Johnson
VP of Revenue
He/Him
Matt Stoker
Global Business Development Lead
She/Her
Noor Hossen
Finance and Executive Administrator
He/Him
Rob Nutley
Enterprise Account Executive
She/Her
Roxy Alexander
Head of Marketing
She/Her
Sana Ahmed
Senior Patient Advisor
She/Her
Sarah Feldman
Patient Advisor
She/Her
Sophie Witts
Midwife
She/Her
Zoe Seymour
Account Manager
He/Him
Aditya jain
Financial Analyst
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Matt Wood
Director of Enterprise Sales
She/Her
Emilia Soulios
Content Writer
She/Her
India Boyer
Founder's Associate
He/Him
Vuk Nikolic
Head of Technology
She/Her
Dr Jane Ding
Clinical Consultant
She/Her
Margita Milovanovic
Product Owner
He/Him
Dejan Petkovic
Engineer
He/Him
Sam Powell
Design Lead
He/Him
Dr Asif Muneer
Men's Health Consultant
She/Her
Steph Pryor
Midwife
She/Her
Sophia Firth
Demand Generation Lead
Our culture

How and why we're building an inclusive workplace, for everyone

We are so proud of our diverse community of patients, employees and physicians, and we are committed to providing inclusive healthcare for everyone.

Want to know more?

Speak to our team about how we can support your employees through menopause, fertility, men's and women's health challenges.