Nous Group is delighted to announce the appointment of Mark Baines as a Principal in its London office, adding to the firm’s strategic advisory offering for government and defence clients in the United Kingdom. 

Mark brings extensive experience from his decade as a senior leader in public sector consulting across Europe, delivering digital transformation across defence, public safety, infrastructure, finance, public health, and education. This followed an extensive 25-year career in the British Army, where he concluded his service as a Brigadier. 

“Mark brings deep expertise from the defence and government sectors, combined with many years of senior leadership experience,” said Tim Orton, CEO and Managing Principal of Nous Group. “I’m thrilled to have him join us at this pivotal time for our clients, as we continue to support them with nuanced understanding of public-facing issues and a focus on making a positive impact.” 

Mark has worked with national and international institutions—including NATO, the EU, and the UN—providing independent, data-driven decision support to senior leaders. His expertise spans digital strategy, programme assurance, and resilience in critical national infrastructure, with a strong focus on enabling pragmatic innovation. 

“Joining Nous is a tremendous opportunity to contribute to meaningful change and I’m excited to join the team,” Mark said. “As defence and government agencies navigate both enduring and emerging challenges, I look forward to partnering with clients to shape strategies that deliver lasting impact.” 

Peter Horne, Nous’ Government and Defence lead in the UK, added: “With clients facing security challenges both familiar and entirely novel, Mark’s experience and insight will be a perfect addition in our work with clients to navigate this evolving landscape.” 

Mark’s appointment also strengthens Nous’ digital design and data capability in the UK, reinforcing its commitment to helping public sector organisations harness technology and data to drive transformation. 

About Nous in Defence 

Nous works with defence forces and agencies, and defence industry to develop their organisational and people capabilities – including highly regarded leadership programs, major culture change, operating model and organisation structure design and digital transformation and change support. Recent projects have included scenario testing to help multiple UK government agencies respond to challenging incidents and delivering a complex, multi-agency change programme on a tight deadline. 

Find out more about Nous in Defence.