Looking at the two signs, each pointing either left or right, and your car, (I presume), sitting on the right side of the sign that says "10 am to 3 pm" and the PCN timed at 08.15, it seems as plain as a pikestaff that the offence did not occur. Clearly the CEO was talking complete bolleaux.
You now need to submit an informal challenge on the following lines: -
Dear Sirs
Re PCN <PCN number> dated <dd/mm/yyyy> served at 08.15 at Lakeen Road
I deny liability for the above PCN penalty on the basis that the contravention did not occur. You will observe from the attached photograph, that my car is sitting to the right of the signs that show the applicable parking restrictions at this point. The sign applicable to my car is for no waiting 10 am to 3 pm, yet the PCN was served at 08.15
PLease cancel the PCN forthwith and advise me that you have done so. You might also care to take the CEO concerned off his/her duties for a period of retraining.