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Our Team

Catherine Doel

Catherine is a communications specialist with over 20 years’ experience of brand management, copywriting, PR and event management for organisations of all types and sizes. Catherine is also a trainer and her workshops include teaching organisations how to engage audiences using social media and online tools. Catherine has built a reputation for proposing fresh ideas and delivering innovative strategies and solutions on a tight budget. Adept at using technology and new media, Catherine's work not only informs and enlightens audiences it also connects and engages them.

Catherine and her family live on a small-holding in the Staffordshire Peak District and run a holiday cottage. She is an active volunteer in her local community supporting initiatives that conserve the natural landscape and heritage, acting as a governor at local schools and supporting tourism and business networks.

Sheila Penfold

Sheila Penfold has over 20 years’ experience in destination marketing, rural regeneration and the visitor economy. Previously a Destination Marketing Manager she worked towards raising the profile of Staffordshire to create positive awareness of the area. She has an understanding of tourism trends, visitor profiling, communications and branding, and is experienced in interpretive writing, editorial and promotional print.

Sheila holds a degree in Business Studies and has extensive experience of working with public/private sector partnerships, small firms and rural businesses. She has a working knowledge of the issues involved in sustainable development and conservation.

Sheila is a Trustee of Oak Tree Farm Rural Project for people with learning disabilities, and enjoys tennis, walking and photography.

Emma Watson

Emma holds an honours degree in ecology is currently studying for a master's degree in environmental decision making. Her interest in biodiversity led her to seek funding, organise and interpret a riverbank conservation project that was awarded runner-up for the best community volunteer biodiversity project in England and Wales.

Emma's family has farmed for many generations, maintaining acid grassland and species rich wetlands. She has an interest in traditional handicrafts.

Steve Wood

Steve specialises in the use of IT and technology including developing and hosting web sites and online tools. Previously an IT consultant his knowledge includes database design, systems administration and large scale systems deployment.

Steve owns and lives on an historic canal boat. On a voluntary basis Steve is also Chairman of the Uttoxeter Canal Restoration Committee and Communications Officer with Caldon & Uttoxeter Canals Trust. In these roles he works with colleagues to promote the opportunities presented by these local waterways, giving presentations, organising exhibitions and hosting events. Steve has a particular interest in canal-led regeneration.