Innovative foodie Knocker is head of product and customer experience at Tails.com, a start-up providing tailor-made nutrition for dogs. It’s a far cry (or should that be woof?) from her first career in City M&A. The Oxford-educated chemist developed a taste for the entrepreneurial world at Innocent Drinks and Graze. At Tails.com, she built her team of 20 from scratch.