We’re recruiting three new Herefordshire Area Council members and now we need your vote.
These newly elected members will join senior leaders from a wide range of business sectors across the county, providing crucial sector-specific insights and contributing to discussions on the key opportunities and challenges facing our local business community.
Voting is open to all Herefordshire Chamber members and will remain open for 14 days. The results will be announced by 5 December 2025.
Please vote for a total of three applicants, ensuring that each selected applicant is from a different sector.
VOLUNTARY SECTOR
Rachel Jones – St Michael’s Hospice
As someone who has worked and lived across Herefordshire and Worcestershire my entire working life I am committed to the local community. In my current role as Income Generation, Marketing and Communications Director for St Michael’s Hospice I bring a wealth of experience as a senior leader and am fully committed to supporting high performing teams. I have a strong commercial acumen, being responsible for an income budget of over £11million, achieved through our fundraising, retail and marketing activities.
St Michael’s Hospice supports around 2,400 patients and family members each year. It is a much-loved charity and major contributor to the Herefordshire economy, with over 250 paid employees and 800 volunteers, plus significant spend with local companies. In 2024 I was proud to lead on the project to open the largest charity superstore and donation centre in the Midlands on a site of over 52,000 square feet. Within two years, as a team, we have opened five new stores and delivered a £400k digital campaign, to help secure the hospice’s future.
I understand the commercial and economic challenges we are all facing and would like to contribute positively to sector insights, shared learning and collaboration in the county going forward within the Herefordshire Area Council.
Alicia Lawrence – Herefordshire Mind
Herefordshire Mind has been a member of the Chamber of Commerce for a number of years. We are a local Herefordshire based Charity federated to the wider Mind network. We believe that no one should face a mental health issue alone and our Mental Health services which range from housing to crisis work to counselling are open to all residents of Herefordshire. Alicia Lawrence CEO of Herefordshire Mind has over 25 years experience working in the voluntary sector and has been CEO at Herefordshire Mind for the last 7 years. A Herefordshire resident she is passionate about providing accessible services and opportunities for the county. A believer in action and delivery and making a tangible difference. With the recent launch of their Mind ambassadors programme Herefordshire Mind is particularly keen to expand its links and the links of all voluntary organisations across the business community and Alicia would be delighted to represent the voluntary sector on the council if selected.
Mike Cook – ECHO for Extra Choices in Herefordshire
I would be interested in representing the voluntary sector and sharing the opportunities that working in collaboration can bring. I am skilled in working in partnerships and supporting staff and individuals. I am currently the Chair of Herefordshire Activities Together a group of 16 Social care organisations that work together to improve services and help to promote members activities. I have worked in the voluntary sector for 30 years and am currently CEO of a local disability charity.
MARKETING & PR SECTOR
Caroline Waddams – Caroline Waddams Communications Limited
I joined the Chamber eight months ago and have loved becoming part of such a warm and supportive business community. It’s a network that genuinely helps businesses grow and thrive.
I have actively participated in the many Get Connected events, and forums across Herefordshire getting to know my fellow members. These conversations have helped me understand the challenges local businesses face – from recruitment, diversity &I inclusion and sustainability to cyber security and AI to health and safety – and how I can best support them.
I run my own business as a freelance internal communication specialist, helping organisations strengthen how they communicate with their people. With over 20 years’ experience in internal communication, including senior roles in both corporate and public sector organisations, I bring a mix of strategic thinking and practical know-how.
Beyond my business, I’ve served as a Board Member of the Institute of Internal Communication (IoIC), a Trustee of the Association of British Riding Schools, and have been a volunteer mentor for the IoIC since 2017. I’d love the chance to give something back by joining the Herefordshire Area Council – supporting the Chamber’s work and helping make Herefordshire an even better place to do business.
Stuart Deacon – Shooting Reels LLP
I am eager to serve on the Herefordshire Chamber of Commerce Area Council as the Marketing & PR representative because strong storytelling and a vibrant local brand presence are essential for the growth of Herefordshire businesses.
With over 12 years in a successful content marketing agency, I have helped companies elevate their sales and communications. Our training division empowers marketing teams to develop in-house content skills, keeping me connected to the challenges faced by businesses of all sizes within the county.
My entrepreneurial journey includes founding a building company at 19 and a chocolate factory at 24, as well as experience in recruitment and health and safety, which has provided me with valuable insights into how marketing, PR, and sales drive growth.
As a mentor for start-ups with Virgin StartUp, I guide founders in defining their voice and achieving sustainable growth. I look forward to leveraging this experience on the Council to enhance member communications, elevate the profile of Herefordshire businesses, and empower local organisations to share their stories effectively.
LEISURE & TOURISM
Camilla Esling – Herefordshire Racecourse
Having worked at the racecourse for 9 years, starting in admin and working up to the role of General Manager, I feel I have seen the business weather a variety of challenges and have sound knowledge of local customer needs and expectations, and how they spend their leisure pound, as well as the wider attendees. But it would be fantastic to have the opportunity to sit down with other business owners and leaders in other sectors to share best practice, discuss challenges and where we can help each other by exploring our unique business needs.
The racecourse employs 6 full time and 2 part time staff across the office and groundstaff teams, but for racedays can have up to 100 casual and agency staff from the locality and further afield, so this presents challenges but also opportunities to see how we can better improve our support to local community as an employer.
Being part of a small on-site team allows me to have insight of all aspects of our business, be that operations, health & safety, sales & marketing and finance, so would be able to bring a broad view of the business to the table so to speak!
BUSINESS SERVICES SECTOR
Sally Gibson – Dawley Services Ltd
After 29 years working within the Herefordshire business community, I’ve seen both the challenges and the potential our county holds. As Managing Director of Dawleys I’m passionate about helping businesses grow sustainably, empowering people to develop their skills and strengthening the local economy through collaboration and innovation.
I play an active role in the Herefordshire & Worcestershire Chamber of Commerce and value the way it connects, represents, and champions local businesses. Through Dawleys, I also work with UK national clients and international clients across Europe and the USA, giving me a broad perspective on how Herefordshire businesses can compete and collaborate on a global scale.
Dawleys plays an active role in the local community, sponsoring Hereford FC and The Courtyard Theatre, working with The Little Princess Trust, and backing many good causes in the Ross-on-Wye area through the Dawleys Foundation. I believe that when business and community thrive together, everyone benefits.
I’d bring a practical, business-led perspective to the Area Council, helping to shape Chamber policy that supports enterprise, removes barriers to growth, and gives local businesses a strong, united voice at regional and national level. Herefordshire has enormous potential and I’d love to play a part in unlocking it.
Please vote for a total of three applicants, ensuring that each selected applicant is from a different sector.
Key Dates
- Voting Opens: Monday, 17th November 2025
- Voting Closes: Sunday, 1st December 2025
- Results Announced: By Friday, 5th December 2025
All Chamber Members in the Herefordshire area are eligible to vote.
Vote here: https://www.surveymonkey.com/r/CQ7KPL8