Having started her career marketing children’s toys and vitamin supplements on the Boots the Chemists graduate marketing scheme, Cheryl moved into financial services 18 years ago. Based in what she fondly (and somewhat optimistically) refers to as ‘the British Riviera’ in Poole, she is Strategy and Customer Insight Director at LV=, the UK’s most recommended and most trusted insurer, best known for its vibrant green heart branding and caring customer service.

In her 10 years at LV=, she has worked in business strategy, research, marketing and operations, most recently leading on the marketing strategy for the UK’s first ever fully regulated robo-advice proposition, which is designed to make good quality financial advice accessible and affordable for more people.

Before life at LV=, she worked in the building society sector, where she managed the transaction process for two mergers, ensuring that the best interests of employees and members were represented throughout.

She has a degree in Modern Languages from Oxford University and an IFS financial advice qualification.

While numbers are clearly an integral part of her job, it’s working with people that Cheryl enjoys most, currently leading a team of 20 very talented individuals.

When not at her desk, you’re most likely to find Cheryl indulging her love of the ocean on a surfboard, paddle-board or kayak, or getting involved in a local beach clean. She also enjoys discovering new places and cultures, recently completing trips around Cuba, Colombia, Borneo, Lombok, Sri Lanka and Iceland.

She’s going to spend a month in Zambia helping Barefeet Theatre bring their business strategy to the next level. You can learn more about this project here