PIMFA Associate Members Briefing 2025

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.

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.

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.

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 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.

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.

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.

Oris joined PIMFA in August 2023 as the Early Careers Engagement Manager to lead on one of our key strategic priorities set by members to help firms on their talent, diversity and inclusion challenges.

Prior to joining PIMFA, Oris ran a small independent early careers consultancy after working in some of the leading socio-mobility organisations supporting firms in the Public, Financial, Professional, and related Services sector including The UK Civil Service, FCA, Deutsche Bank, KPMG and more to connect and attract talents from underrepresented communities.

In addition, Oris is a certified coach and D&I facilitator and since 2018 has coached over 200 graduates on how to successfully perform in assessment centres and interviews and delivered diversity and inclusion training to over 150 professionals on topics such as inclusive language, unconscious bias, intersectionality, and interview prejudice.

Oris’s favourite past times including watching F1, football and reading books on self-development, psychology, and leadership development.