With over 25 years of experience in the transport industry, I’ve been fortunate to build a career across both the bus and rail sectors — launching new products, leading national campaigns, and helping organisations grow while delivering real value to customers and communities.
Today, I’m proud to be leading the Rebuilding Futures Alliance (RFA), a not-for-profit organisation I truly believe is delivering the most important work of my career.
RFA was born out of a clear need: One in five people in the UK have a criminal record, and our justice system is under enormous pressure.
There is a growing disconnect between the social value promises made in procurement and the reality on the ground for this marginalised group finding employment.
That’s where RFA steps in, helping connect major employers with individuals who have past convictions, and helping them into long-term, stable jobs in transport, whether in bus, rail, metro, freight, or infrastructure supply chains.
What makes this work different is that it does not just support individuals, it supports HR, procurement, and social value teams to build inclusive, diverse workplaces.
By pooling resources and experience, we help organisations deliver genuine outcomes that reflect the needs of communities they serve while providing rich data, supporting the programme and promoting the shared value creation delivered by the transport business and combined authority.
My career began at FirstGroup in Bradford, straight out of university. As the Marketing Manager at a time of big change and innovation I launched the UK’s first smart card for bus travel, improved employee engagement, and delivered record levels of staff feedback.
I later moved into a group-wide role as Head of Marketing and Brand for First’s UK Bus division, overseeing strategy for 20 operating companies and driving local revenue growth through targeted, data-informed campaigns.
Later, I joined Northern Rail as the Head of Marketing, Brand and Sales right at the beginning of its franchise. It was an exciting challenge, building a brand from scratch.
We increased customer recommendation scores from 65% to 90%, created a mobile-responsive website, and developed the CRM system from a standing start. We also launched a successful app, new discount schemes, and a value-added ticketing initiative that helped grow the market.
Throughout my marketing career, I’ve always measured success not just in sales, but in outcomes, from return on investment to the customer experience, to strategic partnerships. These were all about aligning business goals with brand values and community impact.
Over the last decade, my expertise has also been used in a different way, working with the Department for Transport on multiple rail franchise competitions.
This gave me deep insight into the way operators are assessed and how stakeholder, customer, and commercial priorities come together. That, combined with my experience working on multiple major bids from the operator side, has given me a unique understanding of the transport sector’s potential and its responsibility.
That’s why leading RFA feels like the natural next step in my journey. I know how powerful the transport industry can be, not just in connecting places, but in rebuilding futures. And I’m proud to be part of an organisation that’s helping make that happen every single day.
For more information, visit rebuildingfuturesalliance.com or get in touch with us at admin@rebuildingfuturesalliance.com
