DCF Trustee
Professional Background
Currently, I am the Commercial Director at Simoda, a Sheffield-based IT and technology business. I have quite a unique career with over 20+ years' experience in business development, consulting, journalism, strategic marketing, technology and commercial partnerships. In my role now, I lead growth and partnerships, consulting with clients around technology and AI, whilst overseeing the business development and marketing for the company. Before this role I served as Chair of Social Ambition for global business network, having architected a social impact and sustainability framework across 2026 member firms in 114 countries, building a 250+ ambassador network. At the same time, I also held a role as Head of Business Development and Marketing for a member consulting firm, delivering complex, multi-partner public-sector bids and shaping value propositions and go-to-market efforts.
Prior to this, I worked as a Director of a local accounting firm in Sheffield for 10 years, looking after client work, developing the business and implementing new technologies and business growth plans for clients. This was a change from my studies at the University of Sheffield where I qualified in 2008 as an NCTJ-Accredited Journalist. I spent a couple of years after university, before going into accounting, writing for various publications and developing a marketing company supporting small businesses, which is still running today.
Why did you become a Trustee?
I've always volunteered my spare time with charitable organisations, using my network and skills wherever needed. Both my children (13 & 15) play county-level cricket, and their passion drew me deeper into grassroots cricket. I've seen firsthand through them how cricket can transform lives for the better. Inclusivity matters to me and cricket is a shared language that brings people together across ages, backgrounds and communities, and I want to help remove barriers, so more people feel welcome and able to thrive. DCF's vision aligns extremely well with my own personal drivers.
How do you believe you can help the Derbyshire Cricket Foundation to achieve its aims and objectives?
I bring a blend of business development, strategic marketing and technology expertise - to grow awareness and income, strengthen partnerships, and improve delivery. I hope to support DCF in combining commercial partnerships with targeted business development activities and communications. I want to help DCF raise its profile, raise funds, widen participation, and achieve its strategic goals.
Any other information you would like to share?
I enjoy mentoring young people in business and careers and have held community had volunteer roles spanning many industries. I wasn't able to play cricket as a youngster, so watching my daughter and son develop their cricketing and interpersonal skills, and friendships through the game has been incredible. I also believe firmly that many of the skills young people develop through team sport are also very transferable to the workplace as they enter their careers!