PIMFA currently employs 24 permanent members of staff who cover a variety of aspects at PIMFA from expert technical guidance to membership support and much more. This section provides staff contact details and a description of each job role.
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Liz joined PIMFA (then known as the Wealth Management Association) as Chief Executive in 2014.
She has 30 years financial services experience, 19 of which as a successful Chief Executive. She successfully transformed and advised several businesses through redefining strategy, re-branding, change management and inspirational leadership, creating profitable businesses.
She has substantive experience of people and cultural risk, regulatory know-how across the industry – banking, insurance and wealth management and providing the best practice guidelines for the industry to adopt to manage risk.
She is an accredited coach and industry leader encouraging collaborative participation of diverse groups of industry experts to address sector challenges and to leverage industry resources.
Liz holds a degree in Psychology and a Masters in Occupational Psychology from Birkbeck.
Deputy Chief Executive
John Barrass joined PIMFA (then known as the Wealth Management Association) as Deputy Chief Executive in July 2007.
As part of his work he runs PIMFA interests in Public Policy and Government Relations, including Brexit, EU related business and anti-financial crime activity.
Prior to joining PIMFA, John was Head of CFA Institute Centre for Financial Market Integrity in EMEA which followed over 12 years running international regulatory policy for the UK Government, the Securities and Investments Board, and the Financial Services Authority.
He spent the first 12 years of his career in HM Diplomatic Service immersed in Soviet and East European Affairs but with the fall of the Berlin Wall felt that it was time to move on.
John was educated at Cambridge University, England, and has a Masters degree from the University of Essex.
Director of Strategic Partnerships
Richard Joined PIMFA (then known as the Wealth Management Association) in January 2017 as Director of Strategic Partnerships. His areas of responsibility at PIMFA include membership and business development.
Preceding this he was Relationship Director at the British Bankers Association (BBA) for almost four years. He looked after all aspects of membership and relationship management at Bank and associate CEO level, and was formerly Director of Financial & Professional Services at TheCityUK. He was also a Board Director of BBA GOLD Limited an Operational Loss Risk Platform which he helped convert from a membership business to a Limited company and took to profitably in year 1.
Prior to that Richard was Director of Institutional Sales at Cofunds, the Funds Platform, and has held a number of senior positions, including the formation of Allfunds Bank in the UK. Richard has worked in Financial Services for 37 years, in a career spanning Stockbroking, Financial Planning ,Custody, Asset Management and Banking.
Johnson joined PIMFA from Barclays in April 2019. His main areas of focus are to the enhancement of the research function and ongoing refinement and development of indices.
He had many years of experience working in the legal sector in the area of business data research before specialising in in the area of capital markets. He has gained exposure in the areas of corporate and digital marketing around financial and technology seminars and webinars.
Tolu joined PIMFA in January 2019. Prior to her current role, she worked in the Media & Entertainment industry, within the UK’s leading trade associations. Tolu holds a BA in Public Relations and has over 10 years experience in the industry. As PR Manager Tolu will be responsible for PIMFA’s PR media exposure and social media activity, to help raise awareness and understanding of the sector.
Head of Learning
Having led learning teams at the Institute of Risk Management, The British Bankers Association and most recently at UK Finance where he developed learning academies on Vulnerability, Financial Crime and Conduct & Culture, Philip is considered a leading authority in L&D within financial services. At PIMFA, Philip’s responsibility is to design and deliver a suite of innovative learning solutions that not only support members to meet their regulatory obligations but help them develop the skills and talents their staff need to take advantage of digital transformation. A qualified trainer, Philip was awarded Fellowship of The Learning Performance Institute in 2018.
Executive Assistant to Liz Field
Kelly joined PIMFA in 2019, having previously worked at Clyde & Co as PA to CFO and COO. Kelly joined as maternity cover for Emma and is now the Executive Assistant to the CEO and is responsible for providing high-level support to the CEO on a day-today basis.
Senior Finance Manager
Sue joined PIMFA in 2016 as a part-time Finance Consultant.
Sue is a qualified Chartered Accountant and has worked for over 15 years as Head of Finance/Finance Director, in various industries, with a particular focus on organisations in the not-for-profit sector.
Sue is responsible for overseeing all aspects of financial management, including budgeting, management reporting to the Finance Committee and Board and the preparation of the statutory accounts. Sue is also responsible for the Company Secretariat function
Business Development & Committee Co-ordinator
Heidi has worked in various financial organisations for over 20 years, this has included roles in asset management, wealth management and insurance firms.
Her role involves organising all aspects of work that PIMFA does with each of its committees and working parties, from arranging the meetings to setting agendas and taking minutes. Heidi also provides day to day administrative support to the Director of Strategic Partnerships.
Executive Assistant to CEO (currently on maternity leave)
Emma joined PIMFA (then known as the Wealth Management Association) in 2011, having previously worked at Euroclear UK & Ireland (EUI) as team secretary and PA. Her role at PIMFA has included Committee Coordinator responsibilities as well as research for Business Development.
Emma is now the Executive Assistant to the CEO and is responsible for providing high-level support to the CEO on a day-today basis.
Director of Regulation
Ian has over 30 years’ experience as a risk and compliance professional.
He started his regulatory career in 1986 with the Surveillance Division of the London Stock Exchange which evolved into The Securities Association, which regulated stockbrokers, where he was a senior manager. He spent many years as a main board members and Compliance Director of one of the largest wealth managers in the UK.
Ian is Director of Regulation at PIMFA. His role entails constant contact with the UK regulator, the FCA at all levels and other organisations such as HM Treasury, Financial Ombudsman Service and the Financial Services Compensation Scheme. He is involved all areas of policy development and provides regulatory support to PIMFA’s member firms.
Ian is a Chartered Accountant and Chartered Wealth Manager. He is a member of the examination panel for the Applied Wealth Management paper which is a constituent of the CISI Masters in Wealth Management. In 2009, he was voted by his peers Compliance Personality of the Year! He speaks regularly on a range of regulatory topics.
Senior Finance Manager
Emma has worked in Management Accounts for over 15 years in various industries. Emma previously worked at the Association of Professional Financial Advisers (APFA) who merged with the Wealth Management Association (WMA) in June 2017 to form PIMFA.
Emma is responsible for various aspects of the PIMFA accounting function, including accounts management- both payable and receivable – as well as statutory reporting.
Her role at APFA involved all aspects of the accounting function including management accounts, accounts payable, and accounts receivable as well as statutory reporting. She also dealt with all Office Management and HR.
Senior Policy Adviser
Des joined PIMFA (then known as the Wealth Management Association) in November 2017 as a Senior Policy Adviser with a focus on the financial planning and wealth management policy area.
He was previously a senior adjudicator at the Financial Ombudsman Service with wide ranging experience of all products but most recently across the pension product area. He has also held roles at Irish Life Assurance, Scottish Mutual International and Bank of Ireland in Dublin.
Des holds a MSc in European Union policy from Birkbeck.
Communications and PR Director
Sheena has worked within the financial services industry for over 14 years. Her last role was at the Chartered Institute for Securities & Investment (CISI) before she joined PIMFA (then known as the Wealth Management Association) in November 2010.
Prior to this she worked at Euroclear SA/NV UK & Ireland and National Savings and Investments (NS&I).
Sheena is responsible for PIMFA’s communication and PR functions which entails media relations, publications, website, branding, internal systems, projects and marketing.
She holds a Combined Honours BSc in Psychology and Sociology and an Executive MSc in International Marketing at King’s College, London.
Senior Policy Adviser – Public Policy
Simon joined PIMFA in November 2017 as a Senior Policy Adviser with a focus on public policy and long term savings. He has previously worked at the National Employment Savings Trust (NEST) and the Treasury in a variety of roles working on a number of issues including automatic enrolment, pension freedoms and the UK’s response to the financial crisis.
Simon has a strong interest in long term savings issues with a particular focus on overcoming behavioural barriers and the support structures that can be put in place in order to help and encourage a thriving savings culture in the UK.
Ben joined the PIMFA team in January 2018. He has over 12 years experience of working in financial services across various organisations, including roles at Allfunds Bank, Calastone, Northern Trust and UK Finance (Formerly BBA).
His expertise extends across a number of business areas including relationship and change management, sales and proposition development, with exposure to both retail and institutional. In his position of Strategic Partnerships, Ben focuses his time on stakeholder engagement with both full and associate member firms to expand the membership offering.
Senior Policy Adviser
Giulia is a Senior Policy Advisor working on a wide range of regulatory and strategy matters such as markets integrity, data protection and digital innovation both at UK and EU level. She is also an active member of the International Regulatory Strategy Group and runs a number of PIMFA Committees and working groups.
Since joining PIMFA (then known as the Wealth Management Association) in February 2015, Giulia has been actively advocating on behalf of the wealth management and financial advice industry with regulators and other government departments and bodies.
Giulia’s previous work experience includes advisory roles in a family office and an international law firm, as well as a short stint as insolvency specialist in her native Italy.
Giulia holds both Italian and English law degrees as well as a postgraduate degree in institutional relations.
Giulia is a member of the Chartered Institute of Securities and Investments.
Senior Policy Adviser, EU and Government Affairs
Maja joined PIMFA as Senior Policy Adviser, EU and Government Affairs in November 2018. She is a former diplomat, public affairs and policy official with extensive experience of international, European and UK government and policy operations. At PIMFA, Maja is responsible for developing policy and implementing the associated advocacy work with key EU and UK institutions, including the European Commission, Parliament, and Council, HMG, and the FCA, on a range of European and UK legislative and regulatory issues.
Prior to PIMFA, Maja worked at the City of London Corporation as an European Policy and European Regulation Adviser, focusing on Brexit related issues and on strengthening the dialogue between the UK-based financial and professional services industry, the UK government, regulatory authorities, EU institutions and Member States. While in the diplomatic service, Maja worked on numerous policy initiatives, engagement strategies and advocacy efforts, including Croatia’s negotiations for membership of the EU and NATO.
Maja was educated at the University of Zagreb, Croatia.
Lead Regulatory Policy Adviser
Sarah has worked in financial services regulation for over 30 years.
Having read History at Cambridge, Sarah joined the London Stock Exchange/The Securities Association and spent several years drafting conduct of business policy/rules. After 5 years of working in compliance for a major UK Group involved in fund management, stockbroking and wealth management, Sarah moved into the world of trade associations, managing the regulatory policy work of PIMFA’s predecessor body (APCIMS) and taking on the role of Director of Securities & Investment at the London Investment Banking Association.
Sarah has spent the last 15 years as a regulatory consultant – as well as working for APCIMS/WMA/PIMFA since 2004 across a wide range of policy areas and projects, her clients have included various wealth management firms and a major firm of compliance consultants. Sarah joined the permanent staff of PIMFA as Lead Regulatory Policy Adviser in 2018.
Head of Events
Michella joined PIMFA in 2019 as Head of Events.
Prior to her current role, Michella worked at Citi, delivering high-profile events across EMEA, working closely with internal and external stakeholders from all businesses of the bank.
Michella has over 10 years’ experience working in events in various industries including banking, HR, Finance, Marketing, Technology and Aviation, producing events all over the world including Europe, Asia and North America. She holds a BA in International Events Management from the University of Brighton.
Jonathan joined PIMFA (then known as the Wealth Management Association) in September 2014 as part of the graduate programme. His role has included key functions for business administration, the Private Investor Indices, communications and events.
He now covers relationship management, business development and product creation in the Strategic Partnerships team. He is also responsible for client engagement analysis to monitor how member firms interact with PIMFA.
Michelle has worked within the financial industry for over 20 years. Her last role was at Euroclear UK & Ireland (EUI) before she joined PIMFA (then known as the Wealth Management Association) in 2012.
Michelle’s role involves accounts payable, management accounts and payroll including other aspects of HR and business services.
Senior Policy Adviser
Alex joined PIMFA in June 2017 as a Policy Adviser, where she works on a wide range of regulatory matters, engaging with policy makers and the regulator to promote members’ interests.
She previously worked for the Association of Professional Financial Advisers (APFA) in the same capacity. APFA merged with the Wealth Management Association (WMA) to form PIMFA.
Alex has a legal background, having studied law at Cambridge University and was called to the Bar in 1997. She was a tenant at Lamb Chambers, Temple where she specialised in personal injury claims, contractual disputes and professional negligence. Alex has experience of advisory, drafting and court work including appearances in the Court of Appeal, the High Court and county courts.
Nigel joined PIMFA in November 2017 as Content & Communications Manager.
Previously a professional musician, he has also worked extensively in Television, Film and Animation Finance & Distribution and radio as a broadcaster.
He came to the City as a Media Consultant in 1998 to advise on acquisitions and has continued working in this environment as a consultant in start-up and mezzanine finance, tax-efficient investment, strategic advice and business development, working in Japan, Austria, USA, the Middle East and the UK.
Senior Policy Adviser
Kevin Sloane joined PIMFA in September 2017.
In his role as a Senior Policy Adviser, Kevin focuses on market operations, shareholder engagement and taxation and supports the Operations and Retail Markets Committees and various working groups.
Over the course of a 30+ year career in financial services, Kevin has worked at Coutts & Co., London Stock Exchange, Misys, Thomson Reuters, APCIMS and most recently in the sales and marketing team at JHC Financial.
Kevin is a member of the CISI Wealth Management Forum Committee.
Communications and Systems Manager
Claire joined PIMFA in January 2018 as Business & Communications Co-ordinator.
Claire is responsible for PIMFA’s business and communication functions which include, internal systems, website and special projects.
Her previous role was at the Chartered Institute for Securities & Investment (CISI) where she worked on a wide range of projects.
Head of Research & Indices
Gary works as a consultant at PIMFA. He was previously Head of Equity Research for the UK region at Rowan Dartington, a Wealth Management firm since Autumn 2015.
Prior to this, he was the Head of Research at Charterhouse Capital Partners, a European Private Equity firm. Gary has also served as the firms nominated Pensions Director and managed all research activities while in tenure.
Previously, he worked at Goldman Sachs International as a Team Leader for an EMEA Analytics Team, as well as a Consultant and Analyst prior to that, all within the Investment Banking Division. Gary has worked within the investment and finance industry since 2000.
Communications and Systems Manager
Amanda has worked in the financial industry for 15 years.
Her role as Business & Communications Co-ordinator involves project work and maintaining PIMFA’s internal systems and website. She also provides support for PIMFA’s publications and membership enquiries.