Our Team

john.alexander@baxendale.co.uk

A chartered accountant, John specialises in creative strategies and problem solving, developing sustainable outcomes for SME businesses. John was a pioneer in the world of employee ownership buy outs, tailoring agreements to meet the competing needs of multiple stakeholders and investors at time of ownership succession.

He has worked across the sector and has been a director of the Employee Ownership Association and Supporters Direct. John has previously been involved in a number of start-up and recovery projects, including start-ups in biotechnology, robotics, software as a service, and internet retail.

annie.baxter@baxendale.co.uk

With a degree in Visual Communication and a Masters in Interior and Spatial Design, Annie brings a unique blend of expertise and experience to her work. She is interested in how we can challenge conventions in the delivery of healthcare through creativity and collaboration, and how space and communication can be designed as powerful enablers of people. With an empathetic, curious and questioning mindset, Annie is a natural researcher, bringing contextual understanding and innovative thinking to any challenge.

Annie’s passion for healthcare arose from her work as a hospital porter during the pandemic. This on-the-ground experience gave a raw insight into the complexities of delivering health care, and reinforced her interest in understanding and improving peoples’ experience of the healthcare environment. Her approach to finding solutions reflects her commitment to reflect the breadth of individuals – their experience and their needs – in delivery, design and communication.

jim.brooks@baxendale.co.uk

Jim leads on Baxendale strategy work along with estates infrastructure and developing partnership solutions. In doing so he ensures that clients have the analysis and tools needed to develop effective, sustainable organisations and are able to prioritise and deliver complex change. Central to Jim’s work is supporting organisations to select the right organisational and partnership form along with developing estates strategies and solutions that leverage the role that buildings can play in creating positive social, economic and environmental impact at an organisation and system level.

As well as having many years of experience as a consultant in the not-for-profit and health and social care sectors, Jim has held senior positions at KPMG Corporate Finance, and the NHS, including a Non-Executive role at an NHS Trust. Jim holds an MBA and is a Chartered Management Accountant. Jim is passionate about strengthening organisations so they can improve health and social outcomes for their employees and the people they serve.

daniela.crouch@baxendale.co.uk

Daniela is a passionate Marketing and Communications professional, with extensive experience in the healthcare, public services and charity sectors. Joining Baxendale after working within the wider NHS for many years, she understands the challenges and complexities health and social care organisations face every day. She has successfully led the Marketing and Communications strategy as Head of Marketing for a renowned and growing NHS organisation through the pandemic, gaining substantial experience in crisis communications, and has won internal awards for her leadership style.

Daniela is driven to create meaningful and authentic campaigns as part of values-based approach to brand recognition, influence positive brand experience and help towards continuously improving health and social care services for the benefits of patients and the communities they serve. At Baxendale, her focus will be on creating a strong marketing strategy and leading its implementation as part of an ambitious organisational strategy.

Daniela completed the Professional Diploma of Public Relations by the Chartered Institute of Public Relations (CIPR), of which she is also a member in addition to the Chartered Institute of Marketing. She also has a Masters degree in English Literature and History of Art.

Her passion is contributing to empowering people to lead their best lives, and she has completed multiple training courses in Equality, Diversity and Inclusion. In her spare time, Daniela likes to read, and roam the English countryside as a keen walker.

tom.davis@baxendale.co.uk

Tom leads Baxendale’s Improvement and Transformation work. He specialises in supporting organisations and systems to design and implement integrated, transformative models of care, along with ensuring they have the structures, processes and cultures to successfully implement them.

From service level change to full system solutions, Tom works closely with the executive team to identify and fully understand what they need and using this insight to develop strategic and operational solutions that work. Knowledge transfer is crucial to his approach – working closely with service and transformation teams to ensure they have the capacity and capability to deliver.

Prior to joining Baxendale, Tom worked for PwC’s Advisory team, specialising in operations, complex procurement and transformation. Before becoming a Management Consultant, Tom was a secondary school English teacher, leading his school’s English faculty.

ami.dhillon@baxendale.co.uk

Ami joined Baxendale after working for 6 years in International Development. She has always had an interest in the wider detriments of health and how communities can play a key role in improving health both locally and internationally.

Since joining Baxendale, Ami has worked with a variety of clients including NHS trusts, community providers, primary care and VCSEs. She has supported clients with procurement and bid writing, digital transformation, research, mergers and more recently the development and implementation of an improvement programme for a large NHS trust. Ami enjoys solving complex problems and working closely with clients as an extension of their team to work together to ensure positive outcomes for staff and service users.

Ami’s background is diverse. She holds a bachelor’s degree in Journalism, is a fully qualified yoga teacher and sits on the board of trustees for her local Home Start, advising on governance, fundraising and strategic direction.

Dillon.foley-horan@baxendale.co.uk

Dillon has significant experience in a variety of complex projects where he led financial analysis, including sensitivity analysis and options appraisal. He navigates complex financial landscapes, delivers meaningful insights and informs decision-making. He has also handled quantitative risk assessment, management, and mitigation, showcasing his comprehensive skill set in guiding projects through potential challenges with a strategic and informed approach.

He also has experience in navigating intricate datasets to derive valuable insights and drive effective outcomes. With a Master’s in Chemical Engineering from the University of Nottingham, Dillon’s research project involved creating, analysing, and interpreting complex datasets to deliver actionable insights. This initiative culminated in the development of new processes for the elimination of pharmaceutical pollutants from the effluent of a local wastewater treatment plant. As a result, this experience refined his analytical ability, specializing in data analysis and interpretation.

Dillon’s dedication to community well-being is exemplified through years of voluntary service with the Mind charity. Actively engaging in awareness campaigns, he demonstrates a keen interest in making a positive impact on societal issues. His blend of technical proficiency, research skills, and community engagement positions him ready to contribute to impactful solutions and meaningful projects.

dasha.french@baxendale.co.uk

Dasha is Baxendale’s Finance and Operations Manager. She is responsible for the smooth running of the internal finance function, and production of the management accounts and reports. She oversees the HR processes, IT and management systems and quality assurance. Dasha is the company’s champion for B Corp accreditation and impact reporting. As the Company Secretary Dasha manages monthly Board meetings and overseas the company policies.

Dasha is AAT qualified accounting technician. She has worked in both commercial and charity sectors in a variety of finance and system roles, plus has acted as the treasurer of her local community food-growing project for ten years and as the school governor for 6 years. In her free time Dasha enjoys gardening, crafts, cooking and has recently taken up running.

ceri.jones@baxendale.co.uk

Ceri is the Managing Director of Baxendale – leading the advisory business along with our digital and investment portfolios. She joined Baxendale 10 years ago and has been instrumental in establishing and growing the current business, building on Baxendale’s strong history in employee ownership and social investment.

She is passionate about transforming health and wellbeing while generating sustainable and viable solutions. She has supported a range of health providers, large and small with their service change, operational and commercial strategies. Increasingly, this has involved taking a system-wide approach to strategic development supporting the creation of effective partnerships with the foundations to deliver joined-up models of care. As one of the original architects of the Social Value Act she is committed to supporting clients design new creative solutions that generate positive social, economic and environmental value.

Ceri joined Baxendale from Social Enterprise UK where she headed up the Policy and Research function. Her background is in health planning, policy and funding having previously worked for New South Wales Department of Health, the Wellcome Trust and Marie Stopes International. She has a Masters in Public Health and BA in Geography from UCL.

mohammedkazim.kanji@baxendale.co.uk

Mohammedkazim is passionate about finding innovative, creative solutions to support healthcare services to adapt to the increasing pressures and challenges they face and improve quality of care.

Since joining Baxendale, he has worked with primary care, mental health and community providers. He has experience in delivering both incremental improvement and radical large scale transformation along with organisational development. He is also a central part of the Baxendale bid team, contributing towards maintaining Baxendale’s high win rate.

Mohammedkazim takes a thoughtful and personalised approach to his work – drawing on his academic, community and business backgrounds. He is highly analytical holding a 1st-Class Honours degree in Economics from Queen Mary University, is actively involved in local and Muslim community projects, and runs a successful and growing tutoring business (in his spare time).

robin.naudi@baxendale.co.uk

Robin leads Baxendale’s Digital and Commercial work including leading Baxendale’s digital health joint venture. He specialises in supporting organisations to grow and transform their service offer through new commercial models as well as securing new funding and investment. He is passionate about doing this in a way that generates additional social value and addresses areas of public service failure – be that digitally-enabled models of care for looked after children or sustainable models for primary care.

Prior to joining Baxendale, Robin worked for Anheuser-Busch Inbev where he delivered brand management and trade marketing projects for Europe’s biggest beer brands, and UoM Commercial Ltd – the commercial engagement services company of the University of Melbourne – where he worked as an analyst in the health technology commercialisation division. Robin holds a 1st-Class Honours degree in Biological Sciences from Edinburgh University.

sarah.nolasco@baxendale.co.uk

Sarah has worked in health care for over 12 years and is passionate about improving services for both patients and the staff who work with them. She has an undergraduate degree in Medical Science and a Master in Public Health and uses this learning to support in all her work.

Professionally Sarah has a wide breadth of experience having worked operationally in an acute trust, across a range of digital implementation projects and in a consultancy role focused on improvement in theatres and outpatient efficiency. She understands that change can be challenging and uses her understanding of the NHS and coaching skills to support staff members through difficult change processes. She also believes that improvements should be embedded in data – and she ensures that data is used to drive decision-making.

She has worked on a range of projects from digital service design to the development of commercial and potential funding opportunities for organisations.

kelsey.price@baxendale.co.uk

Kelsey is passionate about delivering the best outcomes for patients and the public. She has a breadth of experience across acute hospital, community, primary care and mental health consultancy projects.

Kelsey has a BSc in Physiology and Masters in Public Health, and uses her scientific background to provide evidence-based solutions. Her professional experience is centred around healthcare planning supporting clients to develop data driven solutions from identifying a need to delivering an outcome. This includes health needs assessments, strategy and operational policy development, models of care transformation, demand and capacity modelling, strategic estates planning and healthcare space planning.

She has worked on several New Hospital Programme redevelopments, addressing the most pressing challenges for the NHS estate whilst delivering improved value for money and prioritising social value.

amelia.smith@baxendale.co.uk

Amelia is passionate about improving the way health organisations operate to make them more effective and efficient. She has experience working with variety of different clients including primary care, community, VCSEs, mental health and sexual health.

Amelia has a BSc in Pharmacology from the University of Bristol and is currently studying for an MBA at Henley Business School. Prior to working at Baxendale, she was an early employee of a rapidly growing primary care digital health provider, where she specialised in strategy development, project management and service design.

Since working at Baxendale, Amelia has supported clients with system implementation projects and has helped clients to plan and deliver improvement plans. Amelia has also worked across a number of strategic estates projects, working with clients to deliver transformational infrastructure solutions which align to both local and national strategic drivers.

hannah.walker@baxendale.co.uk

Hannah is Baxendale’s administrator. She is responsible for the team’s day-to-day admin tasks and supports the operational needs of the business. She plays a supporting role in Baxendale’s People function as well as providing administrative support for Baxendale’s growing products and services.

Hannah has a professional background in sales and team leadership and enjoys performing arts, pilates and socialising with friends in her spare time.

Andy is a senior healthcare sector bid management and business development professional, in all delivering in excess of £160m of bid-wins over a 30 year career history. Andy specialises in the leadership and authoring of complex bids for NHS services for both private and public sector clients, and driving and supporting diverse bid-teams. Andy works closely with Subject Matter Experts to capture and optimise IP and create differentiated bid-winning content, and is also skilled at analysing market opportunities and supporting clients in making informed bid / no-bid decisions.

Andy offers a deep understanding of public sector tender processes and frameworks, and how to manage and support bid processes that maximise the potential for success. In 2000 Andy was instrumental in winning the NHS Direct National IT Managed Service contract and driving the delivery of the first national-scale implementation of a Software as a Service (SaaS) solution within the NHS. Subsequently, over an eight-year period Andy played an intrinsic role in growing the former GP Co-op Harmoni to become the largest provider of NHS urgent care services in the country.

Ruth is highly experienced bid writer. She specialises in working with clients to complete the tender process successfully and efficiently. She is experienced in creating bespoke templates for clients to complete, reviewing draft responses, ensuring the response answers the tender question, whilst outlining the benefits of the clients’ solution.

Ruth has worked with a variety of Baxendale’s health clients. She enjoys collaborating with the client to understand their experience and strengths to produce an engaging tender solution. She has experience in writing tenders for many sectors within the NHS, such as renal dialysis providers, sexual health services, supported return to home services, community services, translation services, mental health services, personnel and patient transportation.

Campbell was a co-founder of the Baxendale advisory business, and has supported clients ranging from central government departments and large international businesses to small charities and social enterprises. He has acted as a trusted coach and mentor to senior executives to develop and execute their strategic vision and personal goals. His areas of specialism include income growth and diversification, organisational transformation and workforce culture. He is also one of the UK’s leading practitioners in mutual and employee owned business models.

Campbell is an expert in UK health and care and has worked with clients ranging from the Department of Health and Social Care to large NHS acute hospitals through to small local delivery organisations. He has worked extensively over the last 10 years with leading social enterprise community services providers. In 2017 he supported NHS Providers and NHS Confederation to set up the Community Network which acts as the national voice for community service providers, and continues to sit as an advisor to the Network Board. Furthermore, he sits on the National Social Value Task Force and the Cabinet Office’s SME Panel (advising policy-makers in the Crown Commercial Service).

Debbie has worked in health and social care business development for over 25 years. She has successfully assisted numerous organisations in developing effective strategies and achieve business growth. With a strong focus on bidding, Debbie enjoys training, process development, and producing high-quality written content.

Throughout her career, Debbie has worked in various sectors, including the NHS, charitable organisations, social enterprises, and private health and social care. Her primary objective is to simplify and streamline the bid process, eliminating unnecessary complexities and reducing stress for her clients.

Debbie has a BA in Psychology and Philosophy from Durham University, a Masters in Psychology from Newcastle, and a Diploma in Strategy from Oxford University’s business school. She is a Chartered Manager and holds Association of Proposal Management Professionals (APMP) accreditation up to Practitioner Level. Outside of work she is a qualified Happiness Facilitator and plays the harp.

Originally from Yorkshire and educated at Leeds Polytechnic, Andrew started as a Design Engineer at Caterpillar in the North of England. He then joined a startup in an American family-owned company, working his way up from a Project Engineer to leadership roles in manufacturing. Andrew transformed the company by focusing on people power, information sharing, transparency and teamwork, boosting revenue from under £500K to over £11M.

Later on, he helped set up a UK branch for an American company and navigated challenges to sell it, saving jobs and benefiting the parent company. Returning to Yorkshire, Andrew played a crucial role in turning Sutcliffe Play into an employee-owned business. As the Managing Director of Union Industries, he led another successful shift to Employee Ownership, growing the company’s revenue from under £5M to around £11.5M. Throughout his career, Andrew has been passionate about a fair business model, making sure that success is shared with the entire team.

Francis has worked in the hospitality sector for over 30 years. He started as a graduate trainee with Allied Breweries working his way up to director roles with responsibility for commercial and customer services.

Since Francis retired in 2007 he has held a number Non-Executive roles including being the Vice Chair and SID for Barnsley Hospital NHSFT, the Chair of Barnsley Facility Services, as well as starting his own PR business and becoming a part time lecturer at Leeds Beckett University.

At present Francis is Non-Executive Chair of the commercial arm of SIBA, is Chair of Cask Marque, an accreditation company for quality beer, is a Non-Executive Director of Humber Teaching NHS FT, teaches part time at Leeds Beckett University and a Trustee of the Spirit (Legacy) Pension scheme.