IoD Wales Member Spotlight – Monthly Feature

1. Tell us a bit about yourself — what do you do, and what’s your journey been like as a business leader?

I graduated from the Open University in 2018 and joined Pugh Computers soon after as an IT Support Specialist. Based near Aberystwyth in West Wales, Pugh are a trusted technology partner and one of the UK’s leading IT resellers, supporting organisations across education, public sector, charities and business.

A year later, I moved into a more strategic role as a Technology Strategist, before taking up my current position in 2023. Today, I work across partnerships, strategy and the development of bilingual AI services that help customers adopt modern technology with confidence. As a senior member of the executive team, I work closely with the Managing Director and leadership team on both day-to-day management and long-term direction.

Outside work, I’m a passionate Manchester United and Wales football fan!

2. What achievement or milestone are you most proud of in your career so far?

From an education perspective, I was very proud to receive the Open University’s Sir John Daniel Award – an annual award that recognises the outstanding academic achievement of receiving the highest overall grades across Computing and IT.

Since joining Pugh, completing the IoD Accelerated Certificate in Company Direction with a distinction was a real milestone. It was a week-long residential course at Llangoed Hall in Brecon, strengthening my governance, leadership, strategy and finance skills. Next on the list is the IoD Diploma, and longer term, I’d love to work towards Chartered Director status!

3. What advice would you give to other directors striving for excellence in leadership?

I always lead with my values of trust, honesty and integrity, as they help build strong, reliable relationships. Clear communication and feedback are also important, making it easy for people to understand how their work contributes to the bigger picture. When individuals can see how their success aligns with departmental and company success, it creates real purpose and engagement.

Investing in people through training and development is also key, ensuring they have the skills and resources to succeed. Get to know your people and what makes them tick, and be ready to adapt your leadership style to bring out the best in each individual, creating an environment where people feel seen, heard and valued.

And don’t forget to use the IoD network: pick up the phone, send an email or attend an event – there’s always someone who can help, signpost you in the right direction or provide that all-important introduction. Finally, make the most of IoD courses and keep the IoD Director Competency Framework close by. It’s a brilliant reference point to revisit whenever you want a quick reminder of the core standards of good directorship!

4. How has your involvement with the IoD supported your professional journey?

As well as the Certificate in Company Direction playing a key role in my professional journey, the IoD has also helped me broaden my network and perspective. As an IoD member and Mid Wales Ambassador, I’ve built connections with other leaders and the wider IoD team, with regular catch-ups that bring fresh ideas and peer learning back into my role.

I’ve also benefited hugely from IoD Wales events, from awards ceremonies where I’ve twice served as a judge, to winter lunches and experiential visits to organisations across Wales, all of which have been invaluable for my development.

Finally, collaborating with IoD Wales on initiatives such as co-hosting a sustainable technology event during Wales Week London has supported my journey by giving me a platform to engage with peers and learn from other leaders. It has also helped Pugh build visibility and new relationships by showcasing our expertise in modern workplace and hybrid meeting space technology solutions.

Check back next month as we continue to celebrate the outstanding leaders shaping the future of Welsh business.