Our Leadership Team
These are the people responsible for the day to day running of Activate Learning.
A warm welcome from our leadership team
Activate Learning is led by a well-established Group Executive Team, which enjoys both breadth and depth in professional and management experience. This team are responsible for the strategic management of the Activate Learning group, and are supported by a strong Group Leadership Team, comprising Directors from across the business.
At Activate Learning we are well known for developing talented people who are sought after by businesses around the world. This is because we go beyond giving you great qualifications. Our focus is on building the mindset, attributes and skills that are most relevant for the ever-changing workplace, and developing you personally so you open up future career and life possibilities you cannot yet imagine.
Gary Headland
Chief Executive, Activate Learning
Our Executive Leadership Team
Passionate about Activate Learning’s mission to transform lives through its award-winning Learning Philosophy, Cheri’s role as Deputy Chief Executive encompasses responsibility for our curriculum. Furthermore, she has become the nominated individual for leading on behalf of Activate Learning in Ofsted inspections. She has also joined the Trust Board of Activate Learning Education Trust (ALET), which oversees our schools.
With over 25 years’ experience in the Further Education sector, Cheri has undertaken several different roles, including teacher, course leader, curriculum manager, Assistant Principal, Head of Campus, and Group Executive Director.
During 2019-20, Cheri led on the merger of the Surrey Colleges (Guildford College, Merrist Wood College, and Farnham College) into Activate Learning.
Cheri enjoys being part of a large group committed to transforming lives through education. During her employment at Activate Learning, Cheri has had ongoing opportunities to ‘learn on the job’; she is a champion of Activate Learning’s Philosophy and is delighted that the organisation continues to retain a strong focus on learners, learning, curriculum design and delivery.
In her spare time, Cheri enjoys several activities, including travelling (Asia being a particular area of interest), sailing, gardening, walking, and reading.
Jon is one of Activate Learning’s Executive Directors, with responsibility for Business development. He is responsible for the growth of our organisation, especially commercial income, international work, Higher Education, and our stakeholder engagement strategy.
Spending the first twelve years of his career in the welfare to work sector, Jon worked to help long-term unemployed people back into work. Starting out as an Employment Advisor, Jon progressed through various management roles with Ingeus UK (a private provider of employment support services), to become Director of Operations and subsequently Director of Business Development. In 2015 Jon was appointed as CEO of ATG Training, which became part of Activate Learning in 2017 and has since been fully integrated into the organisation.
Jon enjoys working for an organisation that aspires to provide more than just technical training and education, but instead seeks to prepare people for successful careers. He is especially proud of Activate Learning’s work with many young people who have not previously had a positive experience of education. Jon has always been passionate about providing services that make a positive difference to people’s lives, especially those from disadvantaged backgrounds.
As Activate Learning’s Chief People Officer, Louise is responsible for creating and driving the Staff Journey, which focuses on the workplace experience of our employees. Championing a positive and impactful employee experience, Louise has a keen focus on building a participative environment that is fully inclusive, so that everyone can bring their whole selves to work and feel welcomed into the organisation, thriving in whatever their role or chosen pathway.
With a commercial background in Sales, Pharma and Finance, Louise brings a customer and brand focused approach and an ability to work at pace within a changing people climate. Upon joining Activate Learning in early 2019, she immediately established the need to build a specialist Talent Acquisition function as well as a team dedicated to providing Learning and Development for employees to take personal accountability for their careers. Both are now thriving functions and have evolved to meet the diverse needs of our changing workplace culture and employee communities over recent years.
Louise is driven by continuous improvements to the employee experience and channels this people-centric approach through her work both as an organisational leader and as a functional director. Louise has developed the People function to one which partners impactfully with the business through both professional expertise and robust data. Louise balances this by building a culture which nurtures wellbeing and the importance of hearing individual voices, alongside one which recognises potential and develops people to build diverse career pathways within Activate Learning.
Outside of work, Louise prioritises relaxing with family and friends, planning trips away, and reading with her lively Book Club.
Having worked in the Further Education and Skills sector since 2001, Neil has worked as a Learning Support Assistant and teacher of English before moving into leadership roles like course leader, Curriculum Manager and Director. He has also, for many years, held Chief Examiner roles in English qualifications and for Level 5 Subject Specialism qualification for UK Universities.
Being passionate about Further Education and the role it plays both locally and nationally, Neil is a passionate advocate for Activate Learning’s mission of transforming lives through learning. A key area of focus for Neil as an Executive Director for Faculty and College is to maximise skills currency and progression opportunities for all learners through the development of stakeholder relationships across the regions within his portfolio: Oxfordshire and Berkshire (Reading).
Outside of work, Neil enjoys travel and reading as well as spending time with family and friends.
As Executive Director Paul Newman has strategic oversight for our student services, the student experience, student voice, student satisfaction on our campuses and online and the physical environment for our students. Paul is responsible for contributing to Activate Learning’s strategic plan, as well as overseeing regional key stakeholder relationships including membership of the Thames Valley Berkshire LEP, Reading UK and Chair of UTC Reading Local Governance Committee. Having worked with Activate Learning for twenty-four years, Paul has progressed through a number of different roles, including technician support, teacher, manager, senior manager, director, assistant principal and principal (interim).
During his time working with Activate Learning, Paul has enjoyed the support and development opportunities available, as well as the chance to be challenged, particularly when overseeing the Bracknell merger. The variety of work, the people (both colleagues and students), the direction of the organisation and having a manager who invests time into his development are also important elements of Paul’s role at Activate Learning. A significant part of Paul’s interest in his work is also the aspect of understanding people, relationships and behaviours.
Outside of work, Paul’s pastimes include home improvement, motorcycling, walking, cycling and spending time with family.
Pete Reynolds is a seasoned education sector leader and a member of the Executive Team at Activate Learning, where he serves as Chief Marketing Officer. In this role, he leads a diverse portfolio spanning Marketing, Admissions, Commercial Sales, and Apprenticeship sales and delivery.
With a strong professional background in teaching, coaching, strategic planning, business development, sales, media, and project management, Pete brings both strategic insight and operational focus to his leadership. He holds a BA (Hons) in Post-Compulsory Education from Oxford Brookes University.
Pete has been instrumental in delivering award-winning campaigns and sector-leading innovations. Under his leadership, Activate Learning launched the Further Education sector’s first personalised digital prospectus—dramatically reducing printed materials while enhancing the student experience and advancing the organisation’s sustainability goals. His teams’ work has achieved national recognition through nominations and awards at prestigious events including the FE First Awards and TES FE Awards.
Beyond marketing innovation, Pete has played a pivotal role in developing cutting-edge learning environments. This includes spearheading the creation of the Applied Science Centre at Reading College and leading the development of Care Suites across multiple campuses, in partnership with industry, to support science education and workplace readiness.
As Chief Operating Officer, Steve’s main responsibilities include establishing and delivering a group financial strategy, as well as line managing all financial processes within the Group. Steve is also responsible for the line management of IT and Property & Estates and leading on the merger processes (legal and financial structuring) for Bracknell & Wokingham and Guildford.
Steve has significant experience in leadership roles in Retail (Marks & Spencer), Supply Chain (DHL) and Education (SEMTA), and is also a qualified accountant.
In terms of his role with Activate Learning, Steve takes a keen interest in driving change and making a difference. He believes that he is able to use his financial experience and expertise to generate value, knowing that the organisation is helping people to become employable. Steve also takes pride in leading and developing teams, and ensuring that finance (and similar functions) are ‘partners’ to the organisation and supporting and improving decision making – rather than operating as remote disengaged ‘experts’.
In his free time, Steve enjoys good food and wine, spending time with family and friends, travelling, sport (with a particular interest in football) and theatre.
Our Curriculum and Campus Leadership Team
Andy is a seasoned Further Education professional with a distinguished career spanning over three decades, commencing in 1990. Initially an Engineering educator, he transitioned to Sports Science, consistently demonstrating a commitment to delivering exceptional educational experiences. Progressing through various leadership roles, Andy has cultivated environments that prioritise continuous improvement and learner excellence. Driven by a core belief in the transformative power of education, Andy is dedicated to enhancing life chances through accessible and impactful learning opportunities. His collaborative approach to staff development and pedagogy emphasises currency, teamwork, and shared professional growth, fostering a culture of collective success.
During his tenure at Activate Learning, Andy has capitalised on numerous opportunities for professional advancement. As Group Director of Lifestyles Faculty and Banbury & Bicester College and the Leys College, he spearheads initiatives that align college provision with local skills and community needs. His responsibilities encompass creating vibrant campus experiences, strategically shaping curricula, and prioritising student engagement and success.
Beyond his professional endeavours, Andy is a devoted family man with a passion for competitive sports and fitness. He finds personal fulfilment in long-distance cycling, regularly participating in 100-mile sportives.
Ben Jokiel is the Group Director of Bracknell and Wokingham College alongside the Construction and Engineering faculty at Activate Learning.
Learn more about Ben via his Group Director profile on the Bracknell and Wokingham College website.
Hannah has been a dedicated professional in the field of Further Education since 2014. Beginning her career as a History and Politics teacher, Hannah has consistently demonstrated a commitment to outstanding education. Over the years, she has progressed through various leadership roles, leveraging her expertise to foster an environment of continuous improvement and excellence.
At the core of Hannah's educational philosophy is a belief in the transformative power of education. She is passionate about creating opportunities for all learners to achieve their full potential. This dedication is reflected in her collaborative approach to staff development, where she emphasises the importance of teamwork, professional growth, and shared success.
Throughout her tenure at Activate Learning, Hannah has benefitted from numerous opportunities to expand her skills and impact. As Group Director of Academic Studies Faculty and City of Oxford College, her role prioritises engagement with local stakeholders to ensure that the college's provision meets local skills and community needs, creating a vibrant campus experience for staff and students, and shaping educational strategies and curricula that prioritise student success and engagement.
Outside of her professional life, Hannah enjoys spending quality time with her family, indulging in a good book, and exploring anything related to History!
Jo Manser is the Group Director of Merrist Wood College and University Centre alongside the Landbased faculty at Activate Learning.
Learn more about Jo her via her Group Director at Merrist Wood College and University Centre profile.
Having worked in the Further Education and Skills sector since 2002, Michelle has worked as a Learning Support Assistant, teacher and Work Experience Coordinator before moving into leadership roles like Faculty Manager and Director. Michelle has also led on high needs commissioning and developing SEND provision including, Learning Companies and Supported Internships.
Being passionate about Further Education and the role it plays both locally and nationally, Michelle is a passionate advocate for Activate Learning’s mission of transforming lives through learning. A key area of focus for Michelle as a Group Director of Reading Campus is to create an outstanding experience for all staff and learners on campus and ensuring excellent opportunities for all learners through the development of stakeholder relationships across Reading and beyond.
Outside of work, Michelle enjoys being a mum of 3 children.
Neil Shoulder is the Group Director of Farnham College and Guildford College alongside the CreaTech faculty at Activate Learning.
Learn more about Neil via his Group Director at Farnham College profile and Group Director of Guildford College profile.
Paul leads Activate Learning’s online education provision, overseeing the strategic expansion and quality of digital learning—including online GCSEs, functional skills, apprenticeships, and sustainability programmes. He is passionate about inclusive, accessible, and high-impact online learning across the Group.
With roots in teaching, curriculum development, and strategic innovation, Paul has progressed through leadership roles to his current position as Group Director of Online Faculty. He also serves as a board member for a local authority adult and community learning organisation and has previously chaired governors at a secondary school.
Under Paul’s leadership, Activate Learning has launched high-profile online sustainability and green skills programmes - co-created with industry partners under the Local Skills Improvement Fund (LSIF). He welcomed regional leaders to showcase this work across Berkshire, Oxfordshire and Surrey, reinforcing the Group’s role in driving sustainable education in digital form.
Paul is committed to delivering a learning philosophy-led online experience that not only enables academic achievement but also transforms lives—celebrating learner success, building resilience, and widening participation through flexible, digitally driven education.
Our Education Support Leadership Team
As Director of Group Facilities Operations, Alan is responsible for the operational facilities across the group and leads the Property and Environment Team. This includes the maintenance and upgrades of our infrastructure as well as maintaining compliance. He has worked in both the private and public sectors for over 40 years, including NSPCC and Guardian Media Group, and joined Activate Learning in September 2019, as Group Facilities Manager, and became Director of Group Facilities Operations in February 2021. The P&E Team work closely with the IT and H&S teams to keep our colleges functioning on a daily basis as well as future proofing our environments and improving efficiency.
Caroline Purdom is Group Director of Change Projects, leading organisational and process transformation within Group Services and beyond. With a strong background in the Independent School sector and the Royal Air Force, she brings extensive expertise in finance, capital works, compliance, operations, facilities, and HR.
Caroline currently oversees residential accommodation at Merrist Wood and Harcourt Hill, as well as the Activate Rugby Academy. She is spearheading the development of strategic partnerships with Puy du Fou and Reading Rep, while also fostering innovation and collaboration across our teams. Known for her energy, clarity, and ability to unite people around a shared vision, Caroline is a natural communicator and a catalyst for positive change.
Outside of work, Caroline is an enthusiastic and long time Brownie Guide Leader and enjoys cooking, gardening, reading, and fair-weather cycling.
An accomplished experienced senior leader and Group Director with a track record of initiating and managing change by turning ideas into viable solutions; a passionate advocate for education who communicates with strategic intent and a solid grasp of context. Cat is a confident public speaker and excellent networker adept at creating lasting connections with stakeholders and industry partners which support strategic planning and commercial decision making.
Cat is an experienced curriculum and quality professional who has a track record of accomplishments in a wide range of academic and pastoral roles several secondary schools. She moved into Further Education to lead the Creative Industries Faculty to sustained, above NA results (91% achievement rate in 2023).
In a seconded role as Group Director of Quality and Consistency, she contributed to a successful Ofsted inspection (GOOD overall and OUTSTANDING for High Needs and STRONG contribution to skills needs) and was instrumental in delivering a new organisation-wide review into Quality Improvement.
As Group Director for Strategy and Innovation, she is responsible for the development of innovative curriculum design solutions, consulting with key stakeholders to identify and understand local and national skills needs and identification and development of strategically significant growth opportunities.
Elsbeth leads Activate Learning’s Group-wide strategy for student experience, pastoral support, wellbeing, safeguarding, and inclusion. She drives the development of trauma-informed learning environments and embedding of robust safeguarding practices across all sites.
Her leadership was central to the development of the online Active Bystander module in collaboration with Thames Valley Police—a PSHE-aligned digital learning resource designed to help young pupils identify, challenge, and respond safely to harassment and bullying.
Elsbeth also spearheaded Activate Learning’s involvement in the largest college-based randomised controlled trial of a mental health support app. The partnership with NCG and PsycApps empowers over 8,000 students to build resilience and emotional wellbeing through gamified, evidence-based engagement.
Her commitment to student-centred wellbeing, inclusion, safeguarding, and innovation ensures Activate Learning provides a supportive environment where all learners can thrive.
John brings extensive expertise in further and vocational education leadership to his role as Group Director of Apprenticeships & Training at Activate Learning. He leads the strategic development and delivery of high impact apprenticeship and training programmes across the Group.
With a BA in English Language and Literature from the University of Oxford, he has overseen curriculum delivery, assessment strategies, and quality assurance across multiple campuses. John’s previous roles include Head of Learning at Banbury & Bicester College and Programme Manager at Oxford and Cherwell Valley College, where he managed Access to Higher Education Diplomas and enhanced learning outcomes through innovative pedagogical approaches theorg.com.
John’s leadership ensures that apprentices and learners gain industry-relevant skills and qualifications that support employment and career progression—delivering value for both students and employers across Activate Learning’s portfolio.
Laura serves as Group Finance Director at Activate Learning, leading the organisation’s financial strategy, planning, and oversight across all colleges, services, and projects. She manages Group-wide budgeting, forecasting, financial controls, and performance reporting, ensuring robust stewardship of public funds and alignment with strategic goals.
A BA (Hons) graduate in Business, Management & Marketing from the University of Leeds, Laura built her expertise through progressive finance roles—from management accountant and interim finance manager to financial controller—before assuming her current leadership position in education finance.
Her leadership underpins fiscal sustainability and risk management across all Activate Learning operations—ensuring financial resilience and enabling investment in high-impact programmes and infrastructure.
Nick is a dedicated quality assurance and information professional with deep experience in the education sector. He leads Activate Learning’s Group-wide quality assurance systems, policy development, and inspection readiness—ensuring consistent academic standards, effective assessment moderation, and continuous improvement across all campuses.
With a foundation in teaching and academic standards, Nick began his career in education, graduating from York St John University, and later completed postgraduate study at the University of Reading. His leadership in quality oversight spans curriculum review, self-assessment, staff development and academic compliance— championing systems that support student success and regulatory rigour.
Nick’s role ensures that Activate Learning maintains robust internal and external verification practices, meets awarding organisation expectations, and drives a culture of academic excellence across the Group.
Philip serves as Activate Learning’s Group Director of Property, Environment & Sustainability, leading the strategic oversight of facilities management, environmental stewardship, and future campus development. With nearly four decades of experience in property and estates leadership, he brings a wealth of expertise to his role.
He is spearheading one of the organisation’s largest infrastructure projects to date: the multi-million pound redevelopment of Merrist Wood College and University Centre. The project—supported by £21 million in Department for Education funding—will deliver sustainable, low carbon buildings and new glasshouses, modernising and enriching learning environments by April 2026.
Philip’s ongoing commitment is to create industry-standard facilities that enhance both educational quality and environmental performance—ensuring Activate Learning campuses are both functional and future focused.
Richard Durston is the Group Director of Institutional Effectiveness.
Sharmen Ibrahim is the Group Director of Digital Education and Artificial Intelligence at Activate Learning Group. Since joining the organisation in 2016, she has been at the forefront of leading the digital education provision. Sharmen has played a pivotal role in implementing processes that contextualise digital competencies across various curriculum areas and the introduction of Activate XR.
Before moving to the UK in 2015, Sharmen worked in higher education, bringing a wealth of experience to her current role. Her contributions at Activate Learning include leading the AI committee, showcasing her expertise and commitment to advancing digital education and artificial intelligence.
In recognition of her dedication and impact, Sharmen received the Oxford High Sheriff Award in 2022/23 for her efforts in supporting young people in Oxfordshire.
Outside of her professional life, Sharmen enjoys spending time with her young family and participating in online gaming.