Meet the Wales team

At BITC Cymru we are genuinely passionate about making Wales the leading nation for responsible business practice.  Our dedicated team have a range of skills and expertise covering all aspects of responsible business practice.

Matt Appleby - Director

Matt joined BITC Cymru as the Director in July 2016 from one of Wales’ most successful communications consultancies.

Matt has previously represented many of Wales’ highest-profile businesses and organisations and as such has an in-depth knowledge of how companies in Wales operate and the challenges they are facing. His experience spans corporate and consumer PR, community and stakeholder relations, issues management and major pan-Wales behavioural change programmes.

He has been a passionate supporter of staff development through mentoring and Continuous Professional Development, leading by example by becoming Wales’
first Chartered PR Practitioner. He has co-authored three PR handbooks on social media and sat on the Chartered Institute of PR’s (CIPR) social media panel, advising the professional body and members on the subject.

Matt is a German & Linguistic Science graduate of the University of York where he also spent a year in Germany studying and teaching English on a programme to support the long-term unemployed back into work.

Matt Appleby

Keely McMahon Perry - Head of Business Development & Funding

 Keely joined Business in the Community in July 2010 and currently heads up our Communications Team. Keely is passionate about responsible business and taking BITC's message to ever more companies across Wales. Previously, Keely was a Senior Account Manager at Cardiff PR & Events company, Quadrant Media & Communications, where she managed high profile event programmes for the Carbon Trust, and the Welsh Government and PR campaigns for Sports Wales and TV Licensing. Keely is our resident Australian, her motto being ‘every office should have one’.

Keely McMahon-Perry

Clare Rudall - Head of Membership

Clare joined BITC Cymru as part of the senior management team in June 2016, after heading up membership engagement and events for the Royal College of Physicians in Wales. Clare brings a wealth of experience having worked for charities and the private sector for over 20 years, including Centrica, NFU Mutual and Oxfam. Clare has led teams of all sizes providing services, advice and business support to customers and stakeholders. She is enthusiastic about membership engagement and passionate about supporting companies to make a positive difference in their business and communities. In her spare time she can often be found exploring the Welsh countryside and beautiful coastline with her family and pet Hungarian viszla.


Roger Bassett-Jones - Account Manager

Roger joined Business in the Community Cymru in 1999 and has over ten years' experience of directly managing and supporting companies in responsible business practice. Originally Roger’s focus was on business-to-business mentoring and he also headed some of our community programmes. From 2007 onwards he has been responsible for managing the relationships of many of our members in Wales and works closely with Clare Rudall on membership and engaging new businesses. Prior to joining BITC Cymru, Roger worked in both tourism and heritage marketing in Wales. Originally from Monmouthshire, Roger is a Welsh language learner and a Geography graduate. He also has a Diploma in Marketing, is a keen swimmer (outdoor as well as indoors) and sports fan, especially Wales!

Roger Basset Jones BITC Cymru

Bonnie Hall - Account Manager

Bonnie has been with BITC since November 2009, and is responsible for providing environmental management support to BITC members, and managing the Prince’s Mayday Network in Wales. As well as encouraging companies to lower their environmental impact, Bonnie works with Welsh companies to integrate wider responsible business practices into their mainstream operations through Account Management and events. Before working at BITC, Bonnie completed a Masters degree in Environmental Management, and worked for the Welsh Government on the writing team for the Green Jobs Strategy for Wales amongst other policies and consultations.

Jill Salter - Operations Manager

Jill has been with BITC since April 2001, and currently has responsibility for managing the delivery of BITC Wales community impact activity in South Wales in the key areas of education, employability and enterprise. During her time at BITC she has been involved in a wide variety of activities, including employee volunteering, account management, business development and marketing.  Before joining BITC, Jill worked at PricewaterhouseCoopers, and with the Youth Hostels Association for five years as a marketing officer.

Jill Salter

Rebecca Falvey - Head of Business Class Cymru

Becca joined Business in the Community Cymru in July 2014 as an Education Manager, managing the Heads of the Valleys Business Class cluster. In July 2015 Becca was appointed as Head of Business Class Cymru, a role which will see her oversee the rollout and development of Business Class Cymru as it is delivered by Careers Wales. Becca previously worked with the BITC North West team for six years and has experience of working with businesses and communities across the region on various programmes including employee volunteering and Business Class. Prior to joining BITC, Becca worked in a variety of sectors including finance, engineering, environment and heritage. Becca was born in Neath and is a Welsh language learner. She has a degree in Environmental Science, an RHS diploma in Horticulture and is a trained beekeeper!

Rebecca Falvey

Simon Walters - Volunteer Coordinator

Simon joined the BITC Wales team in May 2011, and currently works on delivering our publicly funded employability programmes, including the Sanctuary in Wales project, a partnership with Oxfam which aims to tackle the issues faced by refugee and asylum-seeking women. Previously, Simon was a legal assistant with a leading law firm in Cardiff, although his background is in electrical/electronic engineering.

Simon Walters

Mark Emery - Volunteer Coordinator

Mark joined BITC April 2002, and is currently a Programme Coordinator working closely with businesses on employee volunteering initiatives in South Wales communities. Over the years, Mark has delivered a wide variety of projects reaching schools, community groups and social enterprises, and is very familiar with many of the challenges facing communities in his area. Mark is also involved in account management, marketing, training and business development. Prior to joining BITC Mark enjoyed a successful 29 year career with Barclays Bank PLC.

Natalie Roberts - LifeSkills Coordinator

Natalie brings over a decade of administrative, personal assistant and event management experience to her new role as the LifeSkills Coordinator at Business in the Community Wales. Natalie has previously worked at Quadrant Media & Communication, one of Wales’ leading communications agencies, running campaigns and events including the Smoke Bugs campaign for the Welsh Government, the Wales National Tourism Awards and the True Taste of Wales Awards. Natalie’s experience in running these and other high profile events, as well as raising her two sons, will stand her in good stead as she supports the delivery of the Barclays LifeSkills programme across schools in South East and South West Wales.

Natalie Roberts

Abi Bryant - LifeSkills Facilitator

Abi joined Business in the Community Cymru in September 2016 and works as a LifeSkills Facilitator, delivering the Barclays LifeSkills programme to schools and colleges with learners ranging from 11-18, across South Wales.

She loves working with young people and is passionate about helping them to recognise, develop, improve and apply extra-curricular life skills that will help them in the world beyond education. Before joining BITC Abi worked mainly in the sales & marketing and education sectors. Abi has degrees in Psychology and Graphics, and is a qualified secondary school Art teacher. In any free time Abi can generally be found exasperating her family with her relentless pursuit of messy creative endeavours.

Lowri ap Robert - Communications & Events Officer

Lowri joined BITC Cymru in October 2015, fresh from a year at the Wales Office where she worked as Senior Communications Officer and her primary responsibility was drawing up its Welsh language and culture strategies. For eight years she was the manager of the Business Unit at the Welsh Language Board in Cardiff, where she worked with businesses operating in Wales to advise them on their use of Welsh.

She has also worked for Cardiff Marketing, a position which included a two-year secondment as the Communications Manager for Cardiff's European Capital of Culture bid in 2008.

Lowri has a BA Hons in English Literature from Aberystwyth University. She is a trained volunteer and mentors young men within the care system and has been a school governor. She lives in Penarth, has two grown-up children and is a fluent Welsh speaker.

Lowri ap Robert BITC Cymru

Annie Williams - Office Manager, EA to the Director and Communications Assistant

Annie is the longest serving member of the BITC Wales team, having joined the charity in 1997. Her many roles have involved everything from making our IT systems work, to doing credit control and being PA to the director. In her current role as Communications Assistant, she helps organise our events in Wales and provides administrative support to the wider team. Most know Annie as the friendly voice and face of BITC Wales, on the phone or at the door at our Cardiff office.

Annie Williams






   Wales / Cymru


Key contacts

Where we are

BITC Cymru
2nd Floor, 33-35 Cathedral Road
CF11 9HB

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The Prince's Ambassador for Wales


Chris Nott OBE (Senior Partner, Capital Law LLP) was announced as the Prince's Ambassador for Wales at the Wales Responsible Business Awards Gala Dinner 2017. Chris will play a crucial role in developing, shaping and influencing the future of the Prince's Responsible Business Network in Wales over the coming years.


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