Samina Azam

Executive Assistant to VP Talent Acquisition, Management & Development at Coca-Cola European Partners

I have supported Senior Executives at Corporate level, in Corporate organisations for many years. I have also worked in the charity, education and social healthcare sector. I am an ambassador for every element of learning and development. Through international public speaking and networking, I am ab... I have supported Senior Executives at Corporate level, in Corporate organisations for many years. I have also worked in the charity, education and social healthcare sector. I am an ambassador for every element of learning and development. Through international public speaking and networking, I am able to reach like-minded peers and fellow students. I am honoured to be part of this committee ? a space where we can connect, network, grow and make a difference.?

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Gilly Mulford FInstAM

Virtual Assistant | Household PA | Professional Pet/House Sitter | Inspirational Speaker

Time is Precious... With a wealth of experience, spanning three decades I now run my own business, Your Household PA, offering Virtual Assistant and Household PA services. I am passionate about imparting knowledge and supporting other EA/PA and VA’s by sharing experiences and expertis... Time is Precious... With a wealth of experience, spanning three decades I now run my own business, Your Household PA, offering Virtual Assistant and Household PA services. I am passionate about imparting knowledge and supporting other EA/PA and VA’s by sharing experiences and expertise. ​ After a life changing experience in 2018, learnt coping strategies have been at the forefront of my development and discussion topics and I now speak on the topic at international events.

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Kim Togneri

Personal Assistant, Travelodge Hotels Ltd

I have over 20 years experience as a PA and I absolutely love the job. Earlier in my career I worked in Finance and IT. I consider myself a ‘people person’ and I loved my 13 years as PA to the Chief People Officer at Travelodge Hotels. After a company restructure I spent 6 months in Operations a... I have over 20 years experience as a PA and I absolutely love the job. Earlier in my career I worked in Finance and IT. I consider myself a ‘people person’ and I loved my 13 years as PA to the Chief People Officer at Travelodge Hotels. After a company restructure I spent 6 months in Operations as a Project Manager, and then moved to my current role as PA to the Chief Operating Officer in February 2026. I joined the Committee of Strategic PA Network as I really wanted to be involved in supporting the members but I also wanted to be part of a platform that promotes the capabilities of PAs/EAs to those who don’t necessarily understand what valuable business partners and assets we can be to our Executives. The network is such an amazing community where you can connect with like-minded individuals. I’ve found everyone to be so warm and welcoming, with heaps of enthusiasm and passion for the business support profession. The events are attended by some fantastic trainers and speakers, providing dedicated time for network members to learn and develop – which ultimately maximises opportunities for growth, both professionally and personally. On a more personal note, I live in Buckinghamshire where I work from home, as well as our offices in Oxfordshire and occasionally London. I am married with two grown up children and two cats. I’m also a volunteer at a local RSPCA Centre – which I thoroughly enjoy and find very rewarding. I love good food and good wine, the theatre, countryside walks, reading and stationery. Yes, stationery. Totally addicted!

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Kathy Soulsby

Virtual Assistant and Author of Virtually Painless

I’ve always believed that building relationships is vital to being a great PA – and that includes other PAs. As a PA I was usually the only one in a business and it can be quite lonely. As a VA it really is only me so again, the opportunity to meet like-minded professionals is invaluable. ... I’ve always believed that building relationships is vital to being a great PA – and that includes other PAs. As a PA I was usually the only one in a business and it can be quite lonely. As a VA it really is only me so again, the opportunity to meet like-minded professionals is invaluable. I find the events helpful and informative and have many amazing people that I would never have met without the network and I’ve learnt so much from the speakers we’ve had.

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Rachel Elewe

Office Manager & Executive Assistant to the CEO at EACTS

I discovered Strategic PA network after returning from 5 years working abroad in Saudi Arabia. I had spent most of my career in the travel industry and was relatively new to the PA role, so the opportunity to join a network of people in similar job roles so that I could improve my knowledge and skil... I discovered Strategic PA network after returning from 5 years working abroad in Saudi Arabia. I had spent most of my career in the travel industry and was relatively new to the PA role, so the opportunity to join a network of people in similar job roles so that I could improve my knowledge and skills, share experiences and ideas, build relationships and network was one that I could not turn down. Being part of the network has enabled me to grow into the role, provided so many development and learning opportunities, build many new friendships & relationships with like-minded people as well as enjoying some amazing speakers at events hosted by stunning venues. I love being part of the committee -it’s a place to learn, network and grow as an individual and I look forward to what the future holds for the Strategic PA network.

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Ayesha McKinson

Executive Assistant at Cisco I Mental Health First Aider

Ayesha McKinson has over 10 years’ experience as an Assistant and is currently a Personal Assistant at Cisco. She is dedicated to her professional learning and development and always seeking new ways to enhance her skillset. As an active Strategic PA Network Committee Member, she is passiona... Ayesha McKinson has over 10 years’ experience as an Assistant and is currently a Personal Assistant at Cisco. She is dedicated to her professional learning and development and always seeking new ways to enhance her skillset. As an active Strategic PA Network Committee Member, she is passionate about being an Assistant and loves networking and supporting the Assistant Community.

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Winnie King

EA at Mace Group/IPT for HS2 Project | PA Ambassador | BBO PA Network award winner

Prior to 2009 Winnie worked for her local Education Authority with the Early Years Special Education Needs Team. In 2016 Winnie was the PA to the first ever appointed Director General of the House of Commons. Winnie founded and chaired the first Parliamentary Administrative Support Network cre... Prior to 2009 Winnie worked for her local Education Authority with the Early Years Special Education Needs Team. In 2016 Winnie was the PA to the first ever appointed Director General of the House of Commons. Winnie founded and chaired the first Parliamentary Administrative Support Network created in 2017 and was also a committee member of the PA SW1 Network in London. In 2021, Winnie joined forces with Samina Azam and together they created an emotional intelligence series ‘Penny for your Thoughts’ which is now in its second year of monthly held virtual sessions. Winnie is currently working with Mace Group working on the HS2 Team Euston Project.

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Michelle Curtis

A seasoned Executive Assistant with a rich professional journey spanning more than a quarter of a century I have honed a comprehensive skill set that encompasses the full spectrum of administrative and organizational tasks. My career has been characterized by a steadfast commitment to excellence, su... A seasoned Executive Assistant with a rich professional journey spanning more than a quarter of a century I have honed a comprehensive skill set that encompasses the full spectrum of administrative and organizational tasks. My career has been characterized by a steadfast commitment to excellence, supporting senior executives with a blend of precision, professionalism, and a proactive approach. I have been the cornerstone of executive support in various industries such as Microsoft, Prudential, Primark and Avnet. My expertise lies in streamlining operations, managing complex schedules, and facilitating strategic communications. I am adept at coordinating high-stakes meetings, orchestrating travel arrangements, and executing projects with meticulous attention to detail. I?m Passionate about empowering leaders to excel, I take pride in being a reliable confidant and strategic partner. My approach is always people-centric, ensuring that every interaction and process is handled with the utmost discretion and diplomacy. I am committed to fostering an environment where productivity and harmony coexist, enabling executives to focus on their core responsibilities and achieve their vision. As I look forward to new challenges and opportunities, I remain dedicated to leveraging my extensive experience to contribute to the success of dynamic teams and visionary leaders. A bit about me? I?m a passionate world traveller who loves to explore new places and cultures. In my spare time, I enjoy listening to inspiring podcasts like Diary of a CEO and various self-help series. Cooking is another one of my passions, especially when it involves trying out healthy recipes that I've never cooked before and savouring the delicious results. I find great joy in being outdoors, whether it's taking long walks during my lunch breaks or enjoying extended strolls on the weekends to clear my mind and reflect. Spending quality time with friends is important to me, as I cherish good conversations and the opportunity to learn something new from each interaction.

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Zoe Hill

Zoe Hill is a seasoned professional with nearly two decades years of experience within the administration industry, coupled with 10 years of leadership experience. For 12 years, Zoe worked at JPMorgan where she held the position of Senior Assistant Supervisor / Senior Executive Assistant. Her tenur... Zoe Hill is a seasoned professional with nearly two decades years of experience within the administration industry, coupled with 10 years of leadership experience. For 12 years, Zoe worked at JPMorgan where she held the position of Senior Assistant Supervisor / Senior Executive Assistant. Her tenure within the company helped to shape her into the dynamic professional she is today honing in on administrative skills, project management skills and people management. Transitioning from the corporate world, Zoe thereafter assumed the role of Chief of Staff at Arcade Media, where she has leveraged her expertise and adapted her corporate ways to navigate the landscape of the social media world. Driven by passion for the admin industry, Zoe has now embarked on her entrepreneur journey and launched Premier Admin Services earlier this year. Through this venture, Zoe looks to provide a platform for empowerment, elevation and inspiration to admin professionals. With a keen focus on networking and collaboration, Zoe aims to cultivate a community where individuals can thrive, learn and innovate together all while supporting small businesses with their admin needs.

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Kelly Stamp

With over 11 years of experience in the tech industry, Kelly has been a pivotal force in driving growth and transformation. Collaborating closely with CEOs, she has been instrumental in scaling a business from ?5 million to over ?100 million and has successfully assisted in revitalising a loss-makin... With over 11 years of experience in the tech industry, Kelly has been a pivotal force in driving growth and transformation. Collaborating closely with CEOs, she has been instrumental in scaling a business from ?5 million to over ?100 million and has successfully assisted in revitalising a loss-making business, transforming it into a profitable venture. Kelly has extensive experience in delivering effective board reporting to Private Equity Investors having worked with 4 different Private Equity Houses. Kelly began her career in finance, and then spent several years in the Executive Assistant role. In this position she focused on identifying and addressing the gaps within the business, particularly during exit processes. She took on various responsibilities to ensure successful deal closures, which significantly contributed to the development of her role. This experience has equipped her with a comprehensive understanding of business operations and strategic execution. One of Kellys key achievements and one she is most proud of was winning the Strategic PA Networks 'Chief of Staff of The Year' in 2023

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Caroline Marshall

Founder of a multi award winning Virtual Assistant Agency, Upsource.

Caroline Marshall is the founder of a multi award winning Virtual Assistant Agency, Upsource. A community of VAs who provide Business, Executive and Virtual Assistance. Including Outsourced PA / EA, operations, financial admin, HR and content services to Entrepreneurs, HNWs, Startups, Scale ups... Caroline Marshall is the founder of a multi award winning Virtual Assistant Agency, Upsource. A community of VAs who provide Business, Executive and Virtual Assistance. Including Outsourced PA / EA, operations, financial admin, HR and content services to Entrepreneurs, HNWs, Startups, Scale ups and SME’s. Having a background in Personal Assistance, Business Support and Events, Caroline transitioned to the Virtual Assistant industry in 2016, firstly as an employed VA, and then ultimately launched her own agency in July 2020. Upsource has seen significant growth since 2020 and Caroline and her tips have been featured in the Metro, Daily Mail, Grazia, Stylist, Waitrose Magazine and The Guardian. Her personal experience of motherhood, the workplace, redundancy, the pandemic, furlough and finding freedom with starting her own business has led her on the path of creating a podcast ‘Bump to Business owner’ to share the stories of other Founders who are also Mothers and ‘how on earth we do it’.

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Helen Rees

Executive Assistant parkrun

Helen has almost 30 years’ experience as an Assistant in the charity & public sectors. Her early career included roles with various Hampshire local authorities, Southern Arts (the regional arts funding body), and the Audit Commission, where she was PA to the Regional Head of Health, supporting NHS... Helen has almost 30 years’ experience as an Assistant in the charity & public sectors. Her early career included roles with various Hampshire local authorities, Southern Arts (the regional arts funding body), and the Audit Commission, where she was PA to the Regional Head of Health, supporting NHS Health Auditors throughout the South. For 11 years, Helen served as PA to the Chief Executive & Board of Trustees at Marwell Wildlife (Marwell Zoo), a conservation charity in Hampshire. It was during this time that Helen founded the South Hampshire PA Network, providing learning, professional development and networking opportunities for Assistants across Hampshire. Something she is keen to reinvigorate again now, through her involvement with Strategic PA Network! During her time at Marwell, Helen was a finalist in the Executive PA of the Year Awards (2015) and won SecsInTheCity’s Social Media PA of the Year Award in the same year. In 2019, Helen went on to become one of 5 winners in the PA Category of WeAreTheCity’s Top 100 Rising Star Awards. In October 2022, Helen was appointed as Executive Assistant to the CEO and Global Board at parkrun, the health & wellbeing charity that provides free, weekly 5k run walk & volunteer events across the UK, and in 22 countries internationally. This role draws on her extensive experience in charity governance and Board support in facilitating a significant period of growth and development for the charity’s Board and international entities. Networking is Helen’s absolute passion, and she is a dedicated advocate for the power of networking to realise opportunities for growth, confidence and career progression. Helen has led singing-for-wellbeing at ES Live conferences since 2016, in London, New Zealand, South Africa and the USA, and has spoken at Assistant conferences in the UK and Europe. Helen is thrilled to join the Strategic PA Network Committee in 2023, having been honoured with a Highly Commended in the PA of the Year category at the network’s 2023 Awards, where her CEO also secured a Highly Commended in the CEO / Leader of the Year category.

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Shirwyn Weber

Head of Business Administration at Vitrifi

A multi award-winning assistant and the Head of Business Administration at Vitrifi, having worked in the profession for the last 15+ years, he has a depth of knowledge around all things administrative. A very active member of the administrative profession who is passionate about developing the ad... A multi award-winning assistant and the Head of Business Administration at Vitrifi, having worked in the profession for the last 15+ years, he has a depth of knowledge around all things administrative. A very active member of the administrative profession who is passionate about developing the admin profession and getting admins the recognition, they so richly deserve. Shirwyn currently sits on the committee of the World Administrators Alliance and a mentor and part of the team at Isipho Admin (a South African based organisation that provides bursaries to the underprivileged communities to study further and ultimately become admins but also provide for their families).

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Savanna Skeath

Executive Assistant to Marianne Whitlock and Sarah Howson

Savanna Skeath is a dedicated Executive Assistant with nearly a decade of experience. Known for her exceptional communication skills and expertise in diary management, Savanna thrives on networking and organising professional events. Proactive and adept at working with individuals at all levels, she... Savanna Skeath is a dedicated Executive Assistant with nearly a decade of experience. Known for her exceptional communication skills and expertise in diary management, Savanna thrives on networking and organising professional events. Proactive and adept at working with individuals at all levels, she loves to mentor and support others. With a glass-half-full mentality, her positivity and enthusiasm make her a joy to be around and an invaluable asset to any team. Always eager to learn and grow, her passion for events and connecting with others sets her apart in her field.

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Julie Martin

Executive Assistant

Julie Martin is an award-winning Executive Assistant. She supports the Co-Founders and COO at Global Futures & Options (GFO-X), where she has been working since 2022. GFO-X is the UK’s first regulated and centrally cleared trading venue dedicated to digital asset derivatives. Julie’s role cov... Julie Martin is an award-winning Executive Assistant. She supports the Co-Founders and COO at Global Futures & Options (GFO-X), where she has been working since 2022. GFO-X is the UK’s first regulated and centrally cleared trading venue dedicated to digital asset derivatives. Julie’s role covers a broad remit from extensive diary management, international travel to finance and marketing. A Business Support Professional, with over 30 years’ experience, Julie has built her career across global financial institutions including JPMorgan and Citigroup, in various roles. Following a career in the hotel industry, Julie’s career progressed when she joined JPMorgan in their Futures & Options team, where she started as an Office Assistant. Following various promotions, she reached Associate and moved into a Finance and Project Management role. In 2006 Julie joined Citigroup, in their Corporate & Investment Banking division, working in the CEEMEA team as a Business Management Assistant. She became a Business Manager in 2009, subsequently promoted to AVP and then became an Administration Manager in 2011, co-managing over 120 assistants in EMEA. After Citi, Julie moved to working in SME firms, with careers as EA & Office Manager at Arma Partners, Quintessential Brands and CloudMargin, predominantly within the FinTech sector. Out of the office, Julie is using her experience to connect, support and mentor other PAs & EAs as a member of the Strategic PA Network Committee.

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Tracey Fraser

Executive Assistant at ICG, based in London

Tracey Fraser is an Executive Assistant at ICG, based in London. With extensive experience across private equity, investment banking and asset management, she is known for her calm efficiency, proactive problem‑solving style and her ability to anticipate the needs of senior stakeholders. In her ro... Tracey Fraser is an Executive Assistant at ICG, based in London. With extensive experience across private equity, investment banking and asset management, she is known for her calm efficiency, proactive problem‑solving style and her ability to anticipate the needs of senior stakeholders. In her role, she supports senior leadership and plays a key part in ensuring smooth, well‑coordinated team operations. Alongside her Executive Assistant responsibilities, Tracey is the Founder, former Co‑Chair and now Advisor of the ICG UNIFY Network. Through this platform, she has championed cultural and community‑focused inclusive initiatives that strengthen connection and belonging across the firm. Her contributions were recognised externally with the Strategic PA Network’s Diversity & Inclusion Champion of the Year Award in 2024. Tracey is also an active member of the wider administrative community. She regularly contributes as a Panel member and Speaker at external events and is a mentor to fello.

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Mihaela Boitan

Executive Assistant and Office Manager

Mihaela is an Executive Assistant and Office Manager with 11+ years' experience supporting senior leaders in investment and asset management. She's passionate about the profession and believes strongly in the power of community, not just for support, but for genuine empowerment. Assistants sharing w... Mihaela is an Executive Assistant and Office Manager with 11+ years' experience supporting senior leaders in investment and asset management. She's passionate about the profession and believes strongly in the power of community, not just for support, but for genuine empowerment. Assistants sharing wisdom, challenging each other, and lifting each other up. She's a firm believer in continuous development and is always working on something new, whether that's a qualification, a skill, or just a better way of doing things. That's what drew her to the Strategic PA Network committee: the chance to be part of something that helps assistants grow and thrive at every stage of their career. Outside of work, you'll find her walking through the Kent countryside, lost in a good book, or pottering in the garden.

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Ana Rodriguez Diaz

Founder of Elara Virtual Assistant Services

Ana Rodriguez Diaz is the Founder of Elara Virtual Assistant Services, a premium executive support service providing strategic-level partnership to high-performing senior leaders, founders, and entrepreneurs. With over 25 years of experience in high-level executive and C-suite support, Ana speciali... Ana Rodriguez Diaz is the Founder of Elara Virtual Assistant Services, a premium executive support service providing strategic-level partnership to high-performing senior leaders, founders, and entrepreneurs. With over 25 years of experience in high-level executive and C-suite support, Ana specialises in operating behind the scenes to drive clarity, structure, and sustainable growth for ambitious leaders. Known for her calm authority and strategic insight, she partners with clients as a true extension of their leadership team. Ana is committed to advancing the virtual assistant industry through leadership, education, and mindset development. Through her signature topic, “Confidence Behind the Screen: Building a CEO Mindset as a VA,” she empowers women in business and emerging virtual assistants to step into leadership, think strategically and build long-term, sustainable careers. She is passionate about redefining the perception of executive support – positioning it not as adminis

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Daniel Reid

Executive Assistant

Daniel Reid is an Executive Assistant with over seven years’ experience supporting senior level executives in complex, fast-paced environments. He has developed a strong track record in executive support, stakeholder coordination, and operational delivery, with a focus on bringing structure, clari... Daniel Reid is an Executive Assistant with over seven years’ experience supporting senior level executives in complex, fast-paced environments. He has developed a strong track record in executive support, stakeholder coordination, and operational delivery, with a focus on bringing structure, clarity, and efficiency to senior leadership. Starting his career through apprenticeships, Daniel has progressed into supporting board level leaders within large organisations, working across multiple stakeholders and high-priority initiatives. He is known for his proactive approach, strong organisational skills, and ability to anticipate needs while maintaining a high standard of professionalism and discretion. A National PA Award winner, Daniel is passionate about the continued evolution of the administrative profession. He has a particular interest in process improvement, effective communication, and using technology to enhance executive support.

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Petrina Marks

Senior Executive Assistant, Milk & Honey

Petrina Marks is an award-winning Senior Executive Assistant with over 25 years' experience supporting CEOs and C-suite executives across international organisations, known for staying five steps ahead, and bringing structure, confidence and kindness to every role. Her career began in London with... Petrina Marks is an award-winning Senior Executive Assistant with over 25 years' experience supporting CEOs and C-suite executives across international organisations, known for staying five steps ahead, and bringing structure, confidence and kindness to every role. Her career began in London with Hill & Knowlton and Edelman, before a move into corporate life at LifeScan EMEA (Johnson & Johnson), supporting the EMEA Sales and Consumer Marketing Directors and delivering a sales training programme across 23 locations spanning Europe, the Middle East and Africa. At Waggener Edstrom Public Relations, Petrina joined Kirsty Leighton as one half of the original Global Client Development team, growing it to support 820 people worldwide, cutting global attrition by 5%, and driving a substantial rise in new business conversion in their first year alone. Kirsty later called her "brill

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