Peter Sinden

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With over 30 years of experience in business and technology leadership, Peter Sinden is a trusted advisor and innovator. As the CEO of Magic Happens Here (“MHH”), Peter applies his expertise in building new products and propositions for market entry, delivering competitive advantage and helping technology organisations to scale. 

Peter’s career includes CXO-level roles where he has successfully developed and launched innovative offerings that align with market demands, creating pathways for sustainable growth. Peter has launched multiple ventures and played a pivotal role in technology transfer initiatives, ensuring research and innovation are translated into commercial success.

Peter has also applied his commercial acumen in public sector and charity contexts, designing and delivering initiatives that create significant social value. His approach focuses on understanding the goals and challenges of diverse stakeholders, from employees to customers to policymakers, and tailoring solutions that drive meaningful outcomes.

Guided by principles from thinkers such as Dan Pink and Jez Humble, Peter champions autonomy, mastery, and purpose in organisational design. He excels at building teams that embrace continuous improvement, leveraging frameworks like Team Topologies to align people with business objectives and deliver impact at scale.

Under Peter’s leadership, MHH acts as a strategic partner to technology ventures and established enterprises seeking to innovate, grow, and thrive. With a measured, action-focused approach, Peter supports clients in navigating complexity, setting priorities, and delivering results that matter.

Highlights of Peter’s expertise include:

• Product Innovation & Market Entry: Proven expertise in developing new products and propositions, driving successful market entry strategies.
• Cloud & CI/CD: Proficient in developing cloud-first strategies and implementing Continuous Integration/Continuous Delivery to accelerate innovation.
• Leadership & Culture: Extensive experience in cultivating inclusive, high-performing teams.
• Strategic Vision: Translating complex technical ideas into clear, actionable business strategies for senior leaders.
• Social Value Creation: Leveraging commercial insights to deliver measurable improvements in public and charitable initiatives.

Beyond his professional life, Peter is a devoted family man and an avid puzzle enthusiast. Published as an author of Sudoku books, he applies the same analytical thinking and problem-solving to his hobbies as he does to his work.

At Magic Happens Here, Peter operates on one clear principle: transformation is not about technology. It is about empowering people and organisations to reach their potential, turning vision into action, and creating lasting impact.

www.linkedin.com/in/petesinden