About us

We work with leaders across the public, private and not-for-profit sectors on their most complex and challenging programmes and issues.

We are known for delivering high quality, responsive work, challenging and supporting in equal measure to get the best outcomes for you.

We’re not about sweeping in, taking over, and delivering solutions in neat little packages. We’re about working as an extension of your team and treating your organisation like it’s our own. We become invested in your success and treat your goals as our goals.

We’ll work with you in collaboration and help build organisational capability so that your organisation has the skills and capacity to sustain lasting change. We don’t act as gatekeepers to expertise, rather we use every project as an opportunity to elevate the skills of your in-house team.

Our approach is built on high-quality expertise, responsiveness, energy, integrity, many years of experience, and commitment to giving you the very best advice and support.

We have worked as part of in-house communications teams, all the way up to Whitehall, and every level in between. We understand what you’re experiencing and where you’re coming from.

Since 2014, we have lived in the middle of big and complex issues every week. We’re able to navigate challenging, high-pressure, ambiguous situations with clarity and confidence, accurately identifying potential risks and opportunities to deliver impactful outcomes.

We use effective communications and engagement to help deliver change.

We are inspired by organisations that make a real difference to people and communities. As a purpose-based organisation we choose to work with organisations where we believe we can add value and help make a difference too.

Our people

Our talented team bring huge amounts of insight, knowledge, skills, and experience from diverse fields and backgrounds. They’re what make us stand out from the crowd.

We are known as effective problem-solvers, and for our integrity and objective viewpoint. We listen carefully, working with you to truly understand your needs to develop plans that have the depth and scope needed to deliver results.

We always create bespoke teams that are just right for your project or challenge. Meaning you benefit from the very best expertise no matter what.

Meet the people who can help your organisation achieve results.

Steph Hood

Director
9

Ben Hood

Director
9

Nichola Jones

Client Director
9

Emma McKinney

Client Director
9

Steph has advised and supported boards, ministers, policymakers, governing bodies, clinicians and senior management teams in the health and public services sector for almost 30 years. At a national, regional, and local level she has established, developed, and led high performing, award-winning teams. Working with and across different health and care organisations she has led and delivered communications, engagement, and strategy development for a number of high-profile, complex, sensitive programmes across the country, and at national level in Whitehall. She has worked extensively with boards and executive teams to develop strategies and manage change in and across policymaking, provider, and commissioning organisations.

Steph and her teams have advised, planned, led, delivered, and assured the communications, engagement, and consultation activity for many service change programmes; project managed and drafted pre-consultation and decision-making business cases; guided programme leaders through the reconfiguration process; and prepared and supported programme leadership teams for NHSE assurance panels, clinical senate reviews, for public consultation, IRP referrals, and judicial reviews.

Steph’s strengths include strategy and planning; board level counsel and advice; political and public affairs; chairing and facilitation; engagement and consultation; narrative and message development; internal communications and staff engagement; media relations; and patient, carer, and public involvement. She has a deep working knowledge of and special interest in effective NHS reconfiguration and service change, knowing the process and what is needed to deliver it, end-to-end.

Steph has led the development and delivery of the communications, engagement and consultation elements of a highly praised three-year national learning and training programme on planning and delivering NHS service change. The programme covers all stages of service reconfiguration from articulating the case for change through options development, pre-consultation engagement, development of an effective pre-consultation business case, planning and delivering consultation through to decision-making and managing legal challenge. Steph is a member of the CIPR.

Ben’s career has spanned engineering and management roles in the IT and telecommunications sector where he worked for GPT, Nortel, Energis, and Cable and Wireless. With post-graduate qualifications in programme management he has also delivered programme and project management support for third sector organisations.

At Hood & Woolf Ben is a director within the strategic management team and is responsible for leading the back-office functions that keep the wheels turning and enable our consultants to focus on delivering first class support to our clients.

Nichola is a strategic communications professional with over 25 years’ experience in the private, public, and not-for-profit sectors. She has an extensive understanding of the public sector and its political context and uses this knowledge to help her clients deliver change efficiently and effectively.

She successfully developed and implemented many integrated communications and engagement strategies and launched a variety of products, services, and campaigns for local, regional, and national organisations to achieve change, regularly advising boards, executive teams, and government ministers. She has led and coached multiple teams to work on and deliver change programmes and also has significant expertise in stakeholder engagement and pre and post application consultation. She has worked on major infrastructure programmes for hospitals, universities, and developers, working successfully with planners, stakeholders, and local communities.

Most recently Nichola led the strategic communications and engagement activity to support a challenged acute hospital trust deliver significant improvements recognised by the CQC. Her work, commended by board colleagues, supported delivery of a comprehensive internal culture change programme, and steered a successful public affairs campaign for capital investment in a new hospital.

Nichola is adept at crisis and issues management and has successfully worked on a range of high profile and challenging programmes.

Nichola’s strengths include board level advice and counsel, strategic communications and planning, stakeholder relations, narrative and message development, media relations, issues and crisis communications, consultation planning, merger/transactional communications and engagement, and marketing campaigns.

She is outcome focused, clear thinking and strategic in her approach. Nichola successfully creates talking points around complex issues and has a proven track record and achieves results. With an engaging style Nichola works well with a range of people at all levels in organisations.

Emma is a board level communications and engagement professional with over twenty years’ experience in strategic communications, media relations, public affairs, and stakeholder engagement. She spent over a decade working in the NHS, advising on communications and engagement to help deliver organisational goals and strategy, leading teams and working across different sectors within health and care including acute hospitals, community and mental health services and commissioning.

During the Covid-19 pandemic Emma co-ordinated a county-wide NHS communications response including leadership and oversight of the promotion of the largest ever mass vaccination programme. Prior to working in the NHS, Emma had significant experience advising private and public sector clients for London-based communications agencies.

Emma has advised chief executives, boards, and executive teams on the management of a wide range of communications and high-profile issues. She has led the planning and delivery of communications and engagement activity, including national media interest, in response. She has led and developed high-performing teams. Over the course of her career, Emma has coordinated the communications for the launch of two public sector organisations and is also experienced in creating multi-channel communications campaigns.

With a strong background in stakeholder engagement and public affairs Emma is adept at developing and implementing strategies to improve organisations’ key relationships locally, regionally, and nationally, ultimately to help deliver strategic goals and organisational priorities.

Oliver Wilkinson

Senior Consultant
9

Harriet Shelley

Senior Consultant
9

Melissa Meadowcroft

Consultant
9

Lucy Readings

Associate
9

Oliver is a communications professional with 15 years’ experience across strategic communications, media, internal communications, engagement, digital and social media, branding, publications, events, and stakeholder relations.

Oliver has worked in senior communications roles working with boards and executive teams in NHS trusts across acute, specialist acute, community and mental health organisations. This included co-ordinating high-profile campaigns and leading a complex community and mental health provider’s communications on Covid-19 across four London boroughs, three integrated care systems and two county councils.

He has provided strategic communications leadership and advice around key organisational projects including a new £58 million emergency department for a big acute trust and partnership arrangements for several trusts coming together as a group. Oliver was a key member of the Hood & Woolf team leading the transformation of an acute trusts communications function focused on a significant improvement programme and a successful lobbying campaign for investment in critical infrastructure.

Most recently he has delivered effective media relations and stakeholder relations for a number of complex programmes; particularly supporting high profile and sensitive issues within organisations that are under the spotlight and the subject of intense political, stakeholder and media scrutiny. He has excellent political judgement, media management and copywriting skills, using these to translate the complex into clear and engaging communications, and always seeing ‘the big picture’ to support the delivery of organisational goals through his communications work.

Harriet has more than 20 years’ experience in public sector communications and engagement across the NHS, local government, print and broadcast journalism. She has significant experience leading and working in communications and engagement functions in mental health and acute trusts and is experienced at managing all aspects of internal and external communications and engagement. She has successfully introduced new digital internal communications channels to increase engagement and has managed crisis communications and high-profile reputational issues relating to prosecutions, serious incidents, inquests, and homicides. She worked with ITN to bring to TV the first documentary series about an inpatient mental health hospital, Healing Minds, shown as the NHS turned 70.

Harriet’s skills include operational leadership, change and transformation communications and engagement, internal communications, stakeholder management, copywriting, media relations and social media management. Harriet has supported improvement programmes at highly challenged trusts, including projects focused on culture change, quality improvement and patient safety. Harriet brings her significant working knowledge of the NHS to ensure copy and other communications products resonate with the target audience and has a pragmatic, creative and experience-based approach to finding workable solutions to communications issues and challenges.

Melissa is a communications and engagement specialist with over 10 years of experience within public and private enterprise. She began her career as part of the prestigious Australian Government Graduate Development Programme developing and implementing communications and engagement strategies on environmental policy changes. She has since worked extensively on complex community engagement projects, including the Murray-Darling Basin Plan, Inland Rail Australia, and Australian Health Care Standards.

While working with the Australian Commission on Safety and Quality in Health Care, Melissa coordinated the launch of the first Australian Atlas of Health Care Variation liaising with media across the country. She has worked in strategic relations for New South Wales Health where she developed public health campaigns and led the communications on seven hospital redevelopments. Melissa has worked as a senior advisor to a member of the NSW Parliament managing press and media relations, speechwriting, electorate communications and events, and web and digital communication for an electorate the size of Germany.

Melissa relocated to England in 2022. Since then, she has worked as an associate for Hood & Woolf and has supported cultural change and improvement programmes at challenged trusts, worked on communications audits and reviews, and led the development of a regional marketing campaign to improve public health.

Lucy has been working as a communications consultant for the past ten years, for both national and local NHS clients, including trusts, commissioners, NHS England, and national improvement bodies.

Recently with Hood & Woolf Lucy has led strategic communications to support culture change programmes in a hospital group bringing two acute trusts together, and in a challenged ambulance service. Lucy has supported the planning and operational delivery of communications, engagement, and involvement activity for a number of complex high-profile service change programmes. She has significant experience of drafting and developing consultation documents and other reports, undertaking communications audits and reviews, designing patient stories and infographics to support clear communications, and authoring content for the business cases.

Lucy’s key skills include developing and implementing communications strategies, crisis and issues management, providing strategic counsel to senior staff, proactive and reactive media handling, the ability to cut through and translate complexity into straightforward, accessible, creative and engaging communications, and excellent editing and writing skills. She has a significant creative eye and brings complex material to life in an accessible, transparent, and engaging way.

Penny Turner

Associate
9

Robin Banerji

Associate
9

Amy Meadows

Associate
9

Liz Knight

Associate
9

Penny is a senior strategic communications specialist with over 20 years’ experience across the public and private sector. She has significant experience in managing the development and delivery of both proactive and reactive integrated communications strategies to support organisational and whole-system priorities, and has advised government ministers, senior policy makers and senior leadership teams on a wide range of communications challenges and issues.

Penny has a particularly in-depth understanding of health policy development, the complexities of the wider health system and the political context and uses this knowledge to develop effective and targeted communications solutions. She is always strategic in her approach and skilled and comfortable at working at all levels across different organisations to achieve the best outcomes at all times. Penny has worked on a major NHS reconfiguration programme, improvement programmes for challenged trusts and supported a successful campaign lobbying for capital investment in much-needed new hospital facilities.

Robin began his career as a newspaper journalist, then as a BBC television researcher and presenter on BBC local radio. He has a degree in photography, film and video production and has used his skills as a multi-media journalist, photographer, and videographer throughout his career to create compelling brand narratives and multi-media content – blogs, podcasts, videos, photo-blogs, and social media content – that really engage key audiences. In an ever-changing media landscape, Robin has kept his skills up to date, and today advises a wide range of clients on social media marketing techniques and developing organisational narratives and content planning for highly shareable, immersive content that works on a variety of platforms.

Robin was the first Director of Communications for the Business Growth Fund, responsible for every element of their start-up branding, stakeholder communications and marketing. He worked with a wide range of partner organisations in the process, including the Confederation of British Industry, British Chambers of Commerce, Federation of Small Businesses, and many regional chambers of commerce. He was involved in setting up the Business Growth Fund’s Midlands office in Birmingham, working with the Birmingham Chamber of Commerce and Birmingham City Council in advance of the launch. Robin also sat on the board of the Hounslow Chamber of Commerce so has an excellent understanding of the needs of businesses.

Amy has extensive experience of devising and leading national and local behaviour change programmes. During her career she has led a wide variety of communications and marketing projects including social marketing scoping and implementation projects for the NHS and local authorities, brand positioning reviews and campaign development for charities, and communications planning and partnership brokering for private companies. She has extensive experience of leading audience insights research and facilitating workshops with a broad range of participants that have included chief executives, boards of trustees, employees, and vulnerable groups.

Amy has worked extensively with the NHS and its partners, giving advice to board and governing body members, and direction and support to the engagement and communications function. With Hood & Woolf, Amy has supported a number of NHS reconfiguration programmes, the development of a culture change campaign for an acute trust, and led our support for the Taskforce for Lung Health, a group of patients, healthcare professionals, the voluntary sector and professional associations, to ensure the implementation of the Taskforce’s five-year plan for transforming lung care. She is experienced in building and facilitating a consistent narrative across staff, stakeholder, patient, and public audiences. Her past projects range from small-scale low-budget programmes to £1 million national projects.

Amy is a Trustee of the McPin Foundation, a mental health service-user research charity and Founder of the Judi Meadows Memorial Fund, a suicide prevention charity.

Liz has extensive experience directing complex and high-profile programmes developing strategy and leading change across multiple stakeholders. She has been programme director or strategic advisor on several high-profile reconfigurations and public consultations.

Liz has authored many pre-consultation business cases and advised on refinements of others to ensure they are fit for meeting NHS England stage two assurance gateway standards. Liz has led the development and delivery of a three-year national learning and training programme on planning and delivering NHS service reconfiguration on behalf of NHS England.

Liz specialises in bringing together clinicians and managers to develop strategy and implement change. She has developed numerous clinical strategies and brings a deep knowledge and understanding of the health and policy agenda with 20 years’ experience working in the NHS as a programme director, management consultant, PCT director and policy advisor. She has significant Board-level experience, working to develop and implement strategy and is currently the Chair of Signpost, a mental health charity for children and young people.

Alice Caines

Associate
9

Alice is a senior healthcare strategist bringing a breadth of experience across the NHS, local government, central government and the third sector. Alice has a proven track record of applying her background in policy research and analysis, in combination with her passion for working in genuine partnership with people, to lead innovative projects that have positive and sustainable impact on people’s lives.

With over ten years’ experience as a strategy consultant, Alice specialises in bringing together NHS commissioner and provider organisations to undertake strategic planning with the aim of improving population health outcomes and reducing inequalities.

Alice is an accredited practitioner of Heidrick & Struggles Team Accelerator Coaching methodology, supporting teams to build trust for successful collaboration. Her work has been nominated for multiple awards and she has published thought leadership in national and international editorials. Alice holds a BA (Hons) in English Language and Literature from the University of Oxford.

Steph Hood

Director

Ben Hood

Director

Steph has advised and supported boards, ministers, policymakers, governing bodies, clinicians and senior management teams in the health and public services sector for almost 30 years. At a national, regional, and local level she has established, developed, and led high performing, award-winning teams. Working with and across different health and care organisations she has led and delivered communications, engagement, and strategy development for a number of high-profile, complex, sensitive programmes across the country, and at national level in Whitehall. She has worked extensively with boards and executive teams to develop strategies and manage change in and across policymaking, provider, and commissioning organisations.

Steph and her teams have advised, planned, led, delivered, and assured the communications, engagement, and consultation activity for many service change programmes; project managed and drafted pre-consultation and decision-making business cases; guided programme leaders through the reconfiguration process; and prepared and supported programme leadership teams for NHSE assurance panels, clinical senate reviews, for public consultation, IRP referrals, and judicial reviews.  

Steph’s strengths include strategy and planning; board level counsel and advice; political and public affairs; chairing and facilitation; engagement and consultation; narrative and message development; internal communications and staff engagement; media relations; and patient, carer, and public involvement. She has a deep working knowledge of and special interest in effective NHS reconfiguration and service change, knowing the process and what is needed to deliver it, end-to-end.  

Steph has led the development and delivery of the communications, engagement and consultation elements of a highly praised three-year national learning and training programme on planning and delivering NHS service change. The programme covers all stages of service reconfiguration from articulating the case for change through options development, pre-consultation engagement, development of an effective pre-consultation business case, planning and delivering consultation through to decision-making and managing legal challenge. Steph is a member of the CIPR.

Ben’s career has spanned engineering and management roles in the IT and telecommunications sector where he worked for GPT, Nortel, Energis, and Cable and Wireless. With post-graduate qualifications in programme management he has also delivered programme and project management support for third sector organisations.

At Hood & Woolf Ben is a director within the strategic management team and is responsible for leading the back-office functions that keep the wheels turning and enable our consultants to focus on delivering first class support to our clients.

Nichola Jones

Client Director

Emma McKinney

Client Director

Nichola is a strategic communications professional with over 25 years’ experience in the private, public, and not-for-profit sectors. She has an extensive understanding of the public sector and its political context and uses this knowledge to help her clients deliver change efficiently and effectively.

She successfully developed and implemented many integrated communications and engagement strategies and launched a variety of products, services, and campaigns for local, regional, and national organisations to achieve change, regularly advising boards, executive teams, and government ministers. She has led and coached multiple teams to work on and deliver change programmes and also has significant expertise in stakeholder engagement and pre and post application consultation. She has worked on major infrastructure programmes for hospitals, universities, and developers, working successfully with planners, stakeholders, and local communities.

Most recently Nichola led the strategic communications and engagement activity to support a challenged acute hospital trust deliver significant improvements recognised by the CQC. Her work, commended by board colleagues, supported delivery of a comprehensive internal culture change programme, and steered a successful public affairs campaign for capital investment in a new hospital.

Nichola is adept at crisis and issues management and has successfully worked on a range of high profile and challenging programmes.

Nichola’s strengths include board level advice and counsel, strategic communications and planning, stakeholder relations, narrative and message development, media relations, issues and crisis communications, consultation planning, merger/transactional communications and engagement, and marketing campaigns.

She is outcome focused, clear thinking and strategic in her approach. Nichola successfully creates talking points around complex issues and has a proven track record and achieves results. With an engaging style Nichola works well with a range of people at all levels in organisations.

Emma is a board level communications and engagement professional with over twenty years’ experience in strategic communications, media relations, public affairs, and stakeholder engagement. She spent over a decade working in the NHS, advising on communications and engagement to help deliver organisational goals and strategy, leading teams and working across different sectors within health and care including acute hospitals, community and mental health services and commissioning.

During the Covid-19 pandemic Emma co-ordinated a county-wide NHS communications response including leadership and oversight of the promotion of the largest ever mass vaccination programme. Prior to working in the NHS, Emma had significant experience advising private and public sector clients for London-based communications agencies.

Emma has advised chief executives, boards, and executive teams on the management of a wide range of communications and high-profile issues. She has led the planning and delivery of communications and engagement activity, including national media interest, in response. She has led and developed high-performing teams. Over the course of her career, Emma has coordinated the communications for the launch of two public sector organisations and is also experienced in creating multi-channel communications campaigns.

With a strong background in stakeholder engagement and public affairs Emma is adept at developing and implementing strategies to improve organisations’ key relationships locally, regionally, and nationally, ultimately to help deliver strategic goals and organisational priorities.

Oliver Wilkinson

Senior Consultant

Harriet Shelley

Associate

Oliver is a communications professional with 15 years’ experience across strategic communications, media, internal communications, engagement, digital and social media, branding, publications, events, and stakeholder relations.

Oliver has worked in senior communications roles working with boards and executive teams in NHS trusts across acute, specialist acute, community and mental health organisations. This included co-ordinating high-profile campaigns and leading a complex community and mental health provider’s communications on Covid-19 across four London boroughs, three integrated care systems and two county councils.

He has provided strategic communications leadership and advice around key organisational projects including a new £58 million emergency department for a big acute trust and partnership arrangements for several trusts coming together as a group. Oliver was a key member of the Hood & Woolf team leading the transformation of an acute trusts communications function focused on a significant improvement programme and a successful lobbying campaign for investment in critical infrastructure.

Most recently he has delivered effective media relations and stakeholder relations for a number of complex programmes; particularly supporting high profile and sensitive issues within organisations that are under the spotlight and the subject of intense political, stakeholder and media scrutiny. He has excellent political judgement, media management and copywriting skills, using these to translate the complex into clear and engaging communications, and always seeing ‘the big picture’ to support the delivery of organisational goals through his communications work.

Harriet has more than 20 years’ experience in public sector communications and engagement across the NHS, local government, print and broadcast journalism. She has significant experience leading and working in communications and engagement functions in mental health and acute trusts and is experienced at managing all aspects of internal and external communications and engagement. She has successfully introduced new digital internal communications channels to increase engagement and has managed crisis communications and high-profile reputational issues relating to prosecutions, serious incidents, inquests, and homicides. She worked with ITN to bring to TV the first documentary series about an inpatient mental health hospital, Healing Minds, shown as the NHS turned 70.

Harriet’s skills include operational leadership, change and transformation communications and engagement, internal communications, stakeholder management, copywriting, media relations and social media management. Harriet has supported improvement programmes at highly challenged trusts, including projects focused on culture change, quality improvement and patient safety. Harriet brings her significant working knowledge of the NHS to ensure copy and other communications products resonate with the target audience and has a pragmatic, creative and experience-based approach to finding workable solutions to communications issues and challenges.

Melissa Meadowcroft

Associate

Lucy Readings

Associate

Melissa is a communications and engagement specialist with over 10 years of experience within public and private enterprise. She began her career as part of the prestigious Australian Government Graduate Development Programme developing and implementing communications and engagement strategies on environmental policy changes. She has since worked extensively on complex community engagement projects, including the Murray-Darling Basin Plan, Inland Rail Australia, and Australian Health Care Standards.

While working with the Australian Commission on Safety and Quality in Health Care, Melissa coordinated the launch of the first Australian Atlas of Health Care Variation liaising with media across the country. She has worked in strategic relations for New South Wales Health where she developed public health campaigns and led the communications on seven hospital redevelopments. Melissa has worked as a senior advisor to a member of the NSW Parliament managing press and media relations, speechwriting, electorate communications and events, and web and digital communication for an electorate the size of Germany.

Melissa relocated to England in 2022. Since then, she has worked as an associate for Hood & Woolf and has supported cultural change and improvement programmes at challenged trusts, worked on communications audits and reviews, and led the development of a regional marketing campaign to improve public health.

Lucy has been working as a communications consultant for the past ten years, for both national and local NHS clients, including trusts, commissioners, NHS England, and national improvement bodies.

Recently with Hood & Woolf Lucy has led strategic communications to support culture change programmes in a hospital group bringing two acute trusts together, and in a challenged ambulance service. Lucy has supported the planning and operational delivery of communications, engagement, and involvement activity for a number of complex high-profile service change programmes. She has significant experience of drafting and developing consultation documents and other reports, undertaking communications audits and reviews, designing patient stories and infographics to support clear communications, and authoring content for the business cases.

Lucy’s key skills include developing and implementing communications strategies, crisis and issues management, providing strategic counsel to senior staff, proactive and reactive media handling, the ability to cut through and translate complexity into straightforward, accessible, creative and engaging communications, and excellent editing and writing skills. She has a significant creative eye and brings complex material to life in an accessible, transparent, and engaging way.

Penny Turner

Associate

Robyn Banerji

Associate

Penny is a senior strategic communications specialist with over 20 years’ experience across the public and private sector. She has significant experience in managing the development and delivery of both proactive and reactive integrated communications strategies to support organisational and whole-system priorities, and has advised government ministers, senior policy makers and senior leadership teams on a wide range of communications challenges and issues.

Penny has a particularly in-depth understanding of health policy development, the complexities of the wider health system and the political context and uses this knowledge to develop effective and targeted communications solutions. She is always strategic in her approach and skilled and comfortable at working at all levels across different organisations to achieve the best outcomes at all times. Penny has worked on a major NHS reconfiguration programme, improvement programmes for challenged trusts and supported a successful campaign lobbying for capital investment in much-needed new hospital facilities.

Robyn began his career as a newspaper journalist, then as a BBC television researcher and presenter on BBC local radio. He has a degree in photography, film and video production and has used his skills as a multi-media journalist, photographer, and videographer throughout his career to create compelling brand narratives and multi-media content – blogs, podcasts, videos, photo-blogs, and social media content – that really engage key audiences. In an ever-changing media landscape, Robyn has kept his skills up to date, and today advises a wide range of clients on social media marketing techniques and developing organisational narratives and content planning for highly shareable, immersive content that works on a variety of platforms.

Robyn was the first Director of Communications for the Business Growth Fund, responsible for every element of their start-up branding, stakeholder communications and marketing. He worked with a wide range of partner organisations in the process, including the Confederation of British Industry, British Chambers of Commerce, Federation of Small Businesses, and many regional chambers of commerce. He was involved in setting up the Business Growth Fund’s Midlands office in Birmingham, working with the Birmingham Chamber of Commerce and Birmingham City Council in advance of the launch. Robyn also sat on the board of the Hounslow Chamber of Commerce so has an excellent understanding of the needs of businesses.

Amy Meadows

Associate

Liz Knight

Associate

Amy has extensive experience of devising and leading national and local behaviour change programmes. During her career she has led a wide variety of communications and marketing projects including social marketing scoping and implementation projects for the NHS and local authorities, brand positioning reviews and campaign development for charities, and communications planning and partnership brokering for private companies. She has extensive experience of leading audience insights research and facilitating workshops with a broad range of participants that have included chief executives, boards of trustees, employees, and vulnerable groups.

Amy has worked extensively with the NHS and its partners, giving advice to board and governing body members, and direction and support to the engagement and communications function. With Hood & Woolf, Amy has supported a number of NHS reconfiguration programmes, the development of a culture change campaign for an acute trust, and led our support for the Taskforce for Lung Health, a group of patients, healthcare professionals, the voluntary sector and professional associations, to ensure the implementation of the Taskforce’s five-year plan for transforming lung care. She is experienced in building and facilitating a consistent narrative across staff, stakeholder, patient, and public audiences. Her past projects range from small-scale low-budget programmes to £1 million national projects.

Amy is a Trustee of the McPin Foundation, a mental health service-user research charity and Founder of the Judi Meadows Memorial Fund, a suicide prevention charity.

Liz has extensive experience directing complex and high-profile programmes developing strategy and leading change across multiple stakeholders. She has been programme director or strategic advisor on several high-profile reconfigurations and public consultations.

Liz has authored many pre-consultation business cases and advised on refinements of others to ensure they are fit for meeting NHS England stage two assurance gateway standards. Liz has led the development and delivery of a three-year national learning and training programme on planning and delivering NHS service reconfiguration on behalf of NHS England.

Liz specialises in bringing together clinicians and managers to develop strategy and implement change. She has developed numerous clinical strategies and brings a deep knowledge and understanding of the health and policy agenda with 20 years’ experience working in the NHS as a programme director, management consultant, PCT director and policy advisor. She has significant Board-level experience, working to develop and implement strategy and is currently the Chair of Signpost, a mental health charity for children and young people.

Alice Caines

Associate

Alice is a senior healthcare strategist bringing a breadth of experience across the NHS, local government, central government and the third sector. Alice has a proven track record of applying her background in policy research and analysis, in combination with her passion for working in genuine partnership with people, to lead innovative projects that have positive and sustainable impact on people’s lives.

With over ten years’ experience as a strategy consultant, Alice specialises in bringing together NHS commissioner and provider organisations to undertake strategic planning with the aim of improving population health outcomes and reducing inequalities.

Alice is an accredited practitioner of Heidrick & Struggles Team Accelerator Coaching methodology, supporting teams to build trust for successful collaboration. Her work has been nominated for multiple awards and she has published thought leadership in national and international editorials. Alice holds a BA (Hons) in English Language and Literature from the University of Oxford.

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