PIMFA Staff Members

Liz joined PIMFA (then known as the Wealth Management Association) as Chief Executive in 2014.

She has 30 years financial services experience, 20 of which as a 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 corporate culture risk, regulatory knowhow across the industry – banking, insurance and wealth management and providing good practice guidelines for the industry to adopt.
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 for collective benefit.

Liz holds a degree in Psychology and a Masters in Occupational Psychology from Birkbeck.

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.

Sheena has worked within the financial services industry for over 15 years. She is knowledgeable in driving positive change through the creation and implementation of effective strategy and leadership, and is experienced in organisational re-branding and M&A activity.

She holds a combined honours BSc in Psychology and Sociology and an Executive MSc in International Marketing from King’s College, London which she studied for while working full time at PIMFA. She also recently achieved MCIM status at the Chartered Institute of Marketing (CIM).

Sheena joined PIMFA (formerly the Wealth Management Association) in November 2010. Over the last 10 years her team has implemented major organisational restructuring – including three new websites, the introduction of content management and client relationship management tools, e-marketing capabilities, e-commerce and CPD event modules. Sheena oversaw all the communication elements related to the organisation’s re-brand in 2013 and the merger with APFA in 2017. She is currently responsible for PIMFA’s media relations, brand management, projects, content creation, social media, database and website management, marketing and publications.

Her last role was at the Chartered Institute for Securities & Investment (CISI) where she worked in marketing, communications and event management. Prior to this she worked at Euroclear SA/NV UK & Ireland (EUI) and National Savings and Investments (NS&I) with roles in similar areas.

David joined PIMFA in November 2022 as Government Relations and Policy Director. He is responsible for PIMFA’s relationships with governments and regulators and regulatory and supervisory policy.

Before joining PIMFA, David spent 16 years working across financial services change and policy, including four years as the Director of Technology and Operations at the Association of Financial Markets Europe (AFME). Earlier in his career, David worked at PwC in investment management and technology advisory.

Michelle has worked within the financial industry for over 25 years. Her last role was at Euroclear UK & Ireland (EUI) before she joined PIMFA (then known as the Wealth Management Association) in 2012.

Michelle is responsible for overseeing the daily operations of PIMFA, ensuring that processes run smoothly and efficiently. Her key areas of responsibility include HR, Finance and IT focusing on things such as budget oversight, management accounts, payroll, employee development plus other business services.

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.

In her role as senior policy adviser, Yasmin will be working closely with PIMFA’s Head of Regulatory and Compliance, Alex Roberts on issues relating to financial crime and vulnerable customers, with a focus on PIMFA’s consumer duty working group. Before joining PIMFA, Yasmin worked as a senior executive in the policy team at TheCityUK. Yasmin previously held roles in the civil service working with industry, the Commission and EU member states on cross cutting regulatory issues. Yasmin also worked at a lobby company, a policy forum, and on the parliamentary estate.

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.

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.

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.

Emma joined PIMFA in 2017 as part of the merger with the Association of Professional Financial Advisers (APFA). She has over 20 years experience as a Management Account & Finance Manager, most of which has been in the charity and not-for-profit sector.

Her role at PIMFA covers all areas of managing the accounting function including preparation of financial reports, statutory reporting, and supervision of the Sales & Purchase ledger function.

Before joining PIMFA, Maria held various roles within financial regulation. She is a former civil servant and studied law and legislative studies with a year working in Westminster Parliament. Maria was called to the Bar of England and Wales in 2019 and holds a Master of Laws in European Social Security from KU Leuven, where she focused on pensions.

Emily joined PIMFA in February 2024 as Marketing Manager. She is an experienced marketeer and has worked in, and around, the financial services industry for more than 20 years. She joins us from Investec Wealth & Investment and has previously spent several years working in the sector for companies such as Standard Life and HSBC Her role at PIMFA is responsible for ensuring we provide industry thought leadership to our members through a mixture of marketing channels, with a key focus to promote our events and training portfolio.

Sobia joined PIMFA in June 2025. She has over 17 years experience as a Finance Assistant, most of which has been in the charity/not-for-profit sector and for SMBs. She has worked for a variety of industries including education, arts, research, financial and property.

Her role at PIMFA covers Sales & Purchase ledger function and to support the Senior Finance Manager.

Megan joined PIMFA in February 2023 as Head of Design. She is the lead Creative at PIMFA overseeing all brand outputs and concepts for PIMFA Internally and externally.

Megan has over 8 years’ experience, specialising in brand, campaigns, strategy and graphic design predominately in the B2B and Corporate world. Prior to PIMFA Megan worked at Coriolis Technologies a leading trade data and analytics provider (SaaS), offering real-time insight into global environmental, social and governance efforts as Director of Creative. Megan managed all content marketing and branding/creative outputs.

In addition to this Megan was the Digital Creative Director at H/Advisors Cicero, part of the Havas Group for 7 years. Heading up the digital team leading on creative, working across graphic design, video, and creative/digital strategy. She has vast experience predominately working across the B2B, corporate and financial industries. Megan has worked with clients such as HS2, L&G, AXA, Santander, and HSBC and many more.

She has a vast creative skill set and experience across product design, digital marketing, video/animation, UX/UI and specialising in graphic design and illustration.

Megan has also led the H/Advisors team to achieve creative awards for clients such as RSA, PIMFA and Legal & general.

Megan has a First-Class BA Honours degree in Product design and engineering, from Middlesex University and has Exhibited in Design Museum as a shortlist for the 2015 AXA PPP Health Tech & You Awards.

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.

Claire previously worked at PIMFA on a fixed term contract, she returns to PIMFA in May 2022 as Executive Assistant to the Chief Commercial Officer where she will be providing high-level day-to-day support, combined with a focus on business development and membership activities. Claire has amassed over 20 years relevant industry experience in providing exceptional operational support to C-Suite executives within investment banking, professional services, wealth management and insurance businesses.

Irfan began his role as IT Manager at PIMFA in September 2024, where he oversees IT suppliers, security, and governance for corporate projects.
With over 20 years of experience in investment and asset management, he previously led End User technical support, developing cybersecurity training, and enhancing employee onboarding.

Irfan is skilled in managing technical suppliers and ensuring compliance with ITIL frameworks and information security process and policies. He is currently pursuing an MSc in Information Security Management at Royal Holloway, University of London.

Ben joined the PIMFA team in January 2018. He has over 20 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. 

Carly joined PIMFA in September 2022 as an administration co-ordinator.

Previous to her current role, Carly has worked in a variety of administrative roles including buying and music licensing. She also ran her own virtual administrative business helping small online businesses with technical support.

Carly’s role with PIMFA involves looking after our data to ensure it is correct and up to date. She will also be assisting members and her colleagues with any technical issues they may be having with our website and internal systems.

Mariana joined PIMFA in January 2020 as Learning and Events Assistant.

Mariana’s previous role was at American Express working in travel. Mariana also has previous experience teaching at Secondary schools and working in Events in top hotels in the UK and abroad.

Mariana now works with the Learning and Events team, organising and delivering workshops, webinars, podcasts, conferences and events here at PIMFA.

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.

Stephen joined PIMFA in August 2023 as Senior Conference Producer, and then as Strategic Planning Manager, looking after content and speaker requirements across PIMFA’s events portfolio, and assisting with strategic alignment of stakeholder affairs and content requirements.

Stephen is an experienced content strategist and event curator, joining PIMFA from Rolls-Royce, and having previously spent a number of years running event and training agendas at UK Finance. Stephen also has a background as a senior analyst specialising in global banking trends and has spent time working in both corporate pensions and insurance broking.

Stephen endeavours to ensure PIMFA’s events meet member needs with up to date regulatory and technological topicality and providing best-in-class sector speakers.

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.

Julia joined PIMFA in July 2024 from a role as chief compliance officer at a retail platform. She has worked in financial services compliance for manymic years with roles in monitoring, training & competency and advisory. She has experience of working in a variety of firms including advice businesses, life companies and platform. She holds the PFS Diploma in Financial Planning and ICA Diploma in Governance, Risk & Compliance.

Julia will collaborate closely with the PIMFA platform and DFM members to develop policy positions and enhance the voice of platforms and DFMs. She will also provide support across a range of member compliance matters, ensuring the industry’s adherence to regulatory standards is upheld and engaging with the FCA and Government

Kevin Sloane has worked in financial services for over 40 years. His areas of interest and expertise are wealth management operations and technology. Kevin is a Chartered Member of the Chartered Institute of Securities and Investment and is a member of the CISI’s Wealth Management Forum Committee.

Claire joined PIMFA in January 2018. 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.

Joanne Tickner joined PIMFA in January 2024, bringing over 20 years of experience from various financial organisations. As Technical Project Manager, Joanne oversees PIMFA WealthTech, including the delivery of Tech Sprints and the onboarding of new Fintech’s.

Amanda has worked in the financial services industry for 20 years.

Amanda is responsible for PIMFA’s business and communication functions which include, internal systems, CRM, website, project management and social media manager.

Her role at PIMFA has previously included being PA to the Deputy CEO and assisting with PIMFA's Events.