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Meet The Team

working towards a smokefree Wales

ASH Team

Our Team

Say hello to the team behind ASH Wales, working hard across the Wales to protect communities, campaign for stronger tobacco control and help make Wales smoke-free by 2030. Our team from left to right. 

Adele Pember – Marketing and Communications Manager

The voice behind the campaigns, Adele makes sure our message cuts through. From TikToks to school resources to strategic campaigns, she brings creativity, clarity and a lot of colour to everything we do.

Matthew Cass – Business Development Manager

Always thinking three steps ahead, Matthew focuses on building meaningful partnerships. He makes sure ASH Wales is sustainable, connected, and ready for the next big challenge.

Suzanne Cass – Chief Executive Officer

Leading from the front, Suzanne keeps our mission moving forward. From high-level strategy to media interviews to briefing the Senedd, she’s always championing a smoke-free future for Wales.

Lou Williams – Policy and Media Officer

Bringing the worlds of policy and storytelling together, Lou keeps our voice sharp and evidence strong. Whether he’s crafting a briefing for the Senedd or shaping a media response, Lou connects the dots between research, policy and public conversation — all to keep Wales moving towards a smoke-free future.

Roxanne Jones​ – HR Admin Assistant

The glue that holds the squad together. Roxanne handles the essentials with style – from finance support to office logistics, she’s our behind-the-scenes hero keeping things smooth and steady.

Our Board

Responsible for the overall control and strategic direction of ASH Wales.

Chair: Kate Thompson

Kate is Director for Wales at the Chartered Institute of Environmental Health (CIEH), the professional voice for environmental health. She has over 25 years’ experience in local authorities in England and Wales, focusing on public protection. Before joining CIEH in 2017, she was Head of Local Authority Support and Audit at the Food Standards Agency.

Treasurer: Stuart Price

Stuart is an Equity Partner and Actuary at Quantum Advisory in Cardiff, sitting on its Executive Committee with responsibility for marketing and business development. He holds a Scheme Actuary Certificate and has more than 25 years’ experience, including work with charities and not-for-profits. Since 2017, he has also been Treasurer and Director of Cardiff Business Club.

Helen Poole

Helen (BA Hons PGDip) is a Smoking Cessation Counsellor at the University Hospital of Wales, Cardiff. She supports inpatients with advice on smoking and continues their care on discharge.

Simon Wilkinson

Simon is Policy Officer for Regulatory and Frontline Services at the WLGA, covering animal health, environmental health, licensing, trading standards and emergency planning. He previously worked as a Trading Standards Officer for over 20 years and now acts as Secretary to the Directors of Public Protection in Wales.

Professor Graham Moore

Graham is a Reader in Social Sciences and Health at Cardiff University and Deputy Director of DECIPHer. His research focuses on child and adolescent health inequalities, tobacco policy, and the denormalisation of smoking. He has led studies on second-hand smoke, youth perceptions of e-cigarettes, and EU tobacco regulation.

Jon Phillips

Jon is Head of Business Development at Aspiration Training Ltd, providing apprenticeship training in business services and the care sector. He was previously Director of Training at St John Ambulance Cymru, where he oversaw strong growth in first aid training delivery.

Richard Spear

Richard has 25 years’ experience in education and training, holding senior roles in the public, private and third sectors, including Chief Executive of Careers Wales and Managing Director of ACT Training. At ACT, he leads on strategic direction and organisational performance and is a board member of ALS Ltd and the National Training Federation for Wales.

Support Our Work

Your support helps us create impactful campaigns and provide free resources to schools and communities across Wales. Every donation brings us closer to a smoke-free generation.

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