ABOUT US

Meet the Team

Meet the team behind Baxendale. For over 13 years, we’ve been supporting health and care organisations with practical expertise, trusted advice and lasting impact.

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Ceri Jones

Director

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Ceri Jones

Ceri Jones is Managing Director of Baxendale, leading the firm’s advisory practice and supporting healthcare, social enterprise and public sector organisations to navigate complex change, develop sustainable growth strategies and deliver lasting social impact. She advises organisations on healthcare transformation, partnership development, organisational strategy, governance and commercial development, helping them respond to an increasingly complex operating environment while delivering sustainable improvements in outcomes and performance.

Ceri has particular expertise in healthcare strategy, system collaboration and organisational transformation, working with NHS providers, primary care organisations, provider collaboratives and social enterprises across the UK. As one of the original architects behind the Social Value Act, she is passionate about helping organisations create solutions that generate social, economic and environmental value alongside excellent services and outcomes.

“What I enjoy most about working at Baxendale is helping organisations bring together commercial thinking, collaboration and social purpose to create sustainable solutions that improve outcomes for people, communities and the systems that support them.”

Jim Brooks

Director

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Jim Brooks

Robin Naudi

Director

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Robin Naudi

Robin is a Director at Baxendale, leading complex healthcare transformation, commercial development and strategic growth programmes across the NHS and independent healthcare sector. He advises organisations on service redesign, commercial development, bid strategy and development, and portfolio and programme management, helping them secure new opportunities and deliver sustainable change. Robin has particular expertise in primary care, community services and organisational transformation, combining strategic insight with practical delivery experience to help organisations improve performance and achieve long-term impact. He is passionate about building strong partnerships and helping healthcare organisations navigate change with confidence.

“What I enjoy most about working at Baxendale is helping NHS providers think more commercially and strategically, so they can remain sustainable, continue delivering high-quality care, and make a lasting difference to the communities they serve.”

Tom Davis

Director

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Tom Davis

Profile coming soon.

Amelia Smith

Senior Consultant

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Amelia Smith

Amelia is a Senior Consultant working across Baxendale’s improvement, transformation and commercial advisory services. With over 10 years’ experience in the healthcare sector, she has supported organisations across primary care, community health, mental health and sexual health services. Amelia holds a BSc in Pharmacology, an MBA and is a Better Business Case Practitioner. Her specialisms include CQC improvement, organisational turnaround and productivity improvement, helping providers strengthen quality, performance and sustainability. She also has significant experience in business case development, estates strategy, bid leadership and organisational growth. Prior to joining Baxendale, she worked for a rapidly growing digital primary care provider.

“I enjoy working alongside NHS teams to develop and deliver change that improves outcomes for patients and staff, because the best solutions are created with people, not for them.”

Ami Dhillon

Senior Consultant

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Ami Dhillon

Ami is a Senior Consultant with over 10 years’ experience in the health and wellbeing sector, supporting organisations across NHS, community, primary care, mental health and voluntary sector settings. At Baxendale, she works across Bids, Transformation, Commercial and Estates, with particular expertise in securing and retaining contracts, service redesign, strategic planning, market analysis and organisational growth. Ami combines commercial and sector insight with a deep understanding of healthcare delivery, helping clients develop practical solutions that improve services and outcomes. Prior to joining Baxendale, she worked in international development focused on child health and holds an MBA from Henley Business School.

“I’m passionate about working alongside organisations to design better services, improve outcomes and create lasting impact for the people and communities they serve.”

Kelsey Price

Senior Consultant

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Kelsey Price

Bio coming soon

Mohammedkazim Kanji

Senior Consultant

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Mohammedkazim Kanji

Profile coming soon.

Poppy Fawcett

Senior Consultant

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Poppy Fawcett

Poppy is a Senior Consultant at Baxendale, working across commercial growth, transformation, bids and productivity. She specialises in helping health, care and public sector organisations improve service performance, achieve financial sustainability and identify opportunities for growth. Her expertise spans commercial and financial analysis, service design, productivity improvement, business case development, outcomes evaluation and return on investment assessment. Poppy works closely with NHS providers and Community Interest Companies to develop sustainable commercial strategies, secure funding and investment, and deliver transformational change that improves outcomes while creating long-term value for communities.

“A key interest of mine is how health and care systems can be redesigned to support long-term sustainability, shifting resources towards prevention and community-based models while improving outcomes and making the best use of limited fundin

Annie Baxter

Consultant

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Annie Baxter

Annie is a Consultant at Baxendale. Her interest in health and care began while working as a porter in a busy London hospital, where she saw first-hand how services and environments are experienced by the people who use and deliver them.

At Baxendale, she works across our Transformation, Quality Improvement, Estates, Commercial and Bid services. With experience across mental health, learning disability and autism, forensic, and sexual and reproductive health services, she particularly enjoy understanding how things work, how people experience them, and how all the moving parts fit together. Whether looking at a service, pathway, wider system or estate, she is interested in what works well, what gets in the way, and how things can work better. Mental health, forensic and learning disability services are a particular passion of Annie’s.

“I enjoy tackling sticky problems in the health and care sector and working together as a team to unpick them; and that’s exactly what Baxendale is great at!”

Chris Berry

Consultant

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Chris Berry

Chris is a consultant with over four years’ experience supporting healthcare organisations, specialising in leadership, governance, risk and transformation across the NHS. With experience working alongside NHS England, NHS regional teams, ICBs and providers across acute, community and mental health services, he brings a strong understanding of the challenges facing healthcare organisations today. Through a collaborative and strategic approach, Chris works closely with senior leaders and stakeholders to navigate the complex and evolving healthcare landscape.

At Baxendale, Chris supports clients across governance reviews, transformation programmes and quality improvement initiatives, helping organisations build capability, improve performance and deliver sustainable change.

“At Baxendale, I get the opportunity to support people and organisations dedicated to helping others. Knowing that our work can help leaders and teams overcome challenges, build stronger organisations and ultimately support better outcomes for patients and communities is what makes the role so rewarding.”

Hannah Walker

Consultant

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Hannah Walker

Hannah is a Consultant at Baxendale, primarily working across various areas at Baxendale, most commonly, BAXCQC and Bid Management. I specialise in supporting healthcare providers through CQC registration, compliance and governance, helping organisations navigate complex regulatory requirements with confidence. My experience spans GP practices, Primary Care Networks, independent clinics, diagnostics providers and digital healthcare services. Alongside regulatory consultancy, I support organisations in securing growth opportunities through bid management and tender submissions.

“I’m passionate about health and wellbeing and enjoy helping clients bring their services to life, achieve their goals and make a positive difference to the people they support.”

Ella McGuire

Associate Consultant

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Ella McGuire

Ella is an Associate Consultant and holds a PGDip in Healthcare Leadership and is a graduate of the NHS Graduate Management Training Scheme. During and after the scheme, she worked in operational management across three acute hospital trusts, with experience spanning clinical service lines and estates. This developed her practical insight into service pressures, frontline delivery and the realities of delivering transformation projects in complex healthcare environments. At Baxendale, Ella supports bid development, strategy and service improvement projects, combining analysis, stakeholder insight and clear, evidence-led writing to help organisations improve services for the people and communities they support.

“At Baxendale, I enjoy being part of a close-knit team that supports each other, shares ideas and genuinely cares about making a difference.”

Dasha French

Finance and Operations Manager

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Dasha French

Dasha is the Finance & Operations Manager at Baxendale. She leads on financial reporting, budgeting, cash flow management and performance analysis, providing the insight and controls needed to support informed decision-making across the organisation.

Alongside her financial responsibilities, Dasha oversees the internal operations of the business including HR, accreditations, data management & quality management system. Her experience spans management accounting, compliance, risk management, project governance and operational transformation leading to business improvement.

“What I enjoy most about working at Baxendale is supporting my colleagues behind the scenes, ensuring they have the tools, processes and support they need to focus on delivering great outcomes for our clients.”

Elle Johnson

Marketing Manager

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Elle Johnson

Elle is the Marketing Manager at Baxendale, managing the organisation’s marketing and communications activity across the business. She is responsible for developing and delivering multi-channel marketing strategies that build awareness, strengthen engagement and support business growth across Baxendale’s service areas. Her work covers content creation, copywriting, digital marketing, brand management, website development and sponsorships.

Before joining Baxendale, Elle worked across the finance and legal sector. She combines multi-channel marketing expertise with a passion for clear, purposeful communication that helps translate complex healthcare and consultancy expertise into accessible content that connects with clients, partners and sector leaders.

“At Baxendale, there’s a real commitment to helping organisations navigate challenges and achieve lasting improvement. I enjoy helping share that story and connecting the people who need our support with the teams that can make a difference.”

See how we have helped health and care organisations deliver change

By understanding how care will be delivered in the future, we help organisations create estates strategies that support neighbourhood health, improve access, strengthen integration and make the best possible use of public resources.

See Case Studies