Careers Wales Board Members

Erica Cassin was appointed Chair of the Careers Wales Board in February 2022 and has been a board member since September 2020.

She has over 20 years experience in human resources, including roles as human resources Director for large private sector employers in UK healthcare, pharmaceutical and financial services sectors.

Erica is skilled in leading organisational change and transformation, culture change, talent and leadership development.

She has led and worked with large, diverse teams, fostering a culture of high engagement, inclusion, empowerment and collaboration

When asked what Erica would like Careers Wales to achieve, she said:

I am passionate about social mobility and enabling people to reach their full potential - I would love for Careers Wales to continue to inspire, advise and empower people from all sectors of our community to go beyond perceived boundaries and fulfil their potential, particularly those from more disadvantaged, deprived or harder to reach areas.

I also hope we continue to have a focus on the future needs of a prosperous Wales and help people build the skills and career paths needed to fulfil those needs so businesses in Wales can grow and thrive on home-grown talent."

Qualifications

Erica's qualifications are:

• Fellow of Chartered Institute for Personnel and Development
• Post-Graduate Certificate in Personal and Business Coaching
• Bachelor of Science (BSc Honours) Industrial Economics

Other roles

Erica's other roles:

• Non Executive Director (NED)- Milford Haven Port Authority
• Mentor - Social Mobility Foundation
• Trustee - Self Management UK Limited

Andrew Clark has been a member of the Careers Wales Board since August 2021. 

Andrew Clark is a Chartered Accountant and has extensive experience of working at board level.

He is also experienced in public policy and operational delivery relating to adult education, training and skills in Wales.

When asked what Andrew would like Careers Wales to achieve, he said:

The provision of up to date and pertinent careers advice to anybody in Wales who needs that help."

Qualifications

Andrew's qualifications are:

• Fellow of the Institute of Chartered Accountants in England and Wales

Other roles

Andrew's other roles:

• Independent member of the Audit Risk and Assurance Committee of Audit Wales
• Governor of Coleg Gwent
• Member of the ICAEW strategy board for Wales

Azza Ali has been a member of the Careers Wales Board since June 2024.

Azza Ali brings nearly two decades of leadership experience in customer services and team management, particularly in diversity and inclusion. Her career spans roles in both public and private sectors.

Through her various roles, Azza has shown her ability to navigate complex environments and drive meaningful change.

Currently, she is an Equality, Diversity, and Inclusion Coordinator at South Wales Police, where she develops and advises on policies to support the organisation rebuild trust and confidence in policing.

Azza is an active diversity advocate, having founded Legal & General's first Diversity and Inclusion committee and worked with OXFAM CYMRU and Business In The Community. She has been recognized for her contributions with nominations for the EMpower Ethnic Minority Future Leaders list and various diversity awards.

Qualifications

Azza's qualifications are:

• Change Management Practitioner April 2023
• Level 5 Diploma in Leadership and Management, TSW Training (Nov 2021)
• Institute of Customer Services Communications and Solutions Qualifications
• Investment Administration Qualifications
• MBA, University of Wales, Cardiff Business School
• BSc Honours in Agricultural Engineering, University of Khartoum

Other roles

Azza has been an Equality, Diversity, and Inclusion Coordinator at South Wales Police since August 2023. In this role, Azza develops and promotes policies to enhance service delivery and stakeholder engagement.

Azza worked as a Trainee Careers Adviser at Careers Wales from May 2022 to July 2023. She provided guidance and advocacy, empowering individuals in their career decisions.

Before this, Azza worked for Legal and General as an Investment Services Manager. She Managed teams, driving process improvements and employee development.

David Matthews has been a member of the Careers Wales Board since March 2021.

Helen White has been a member of the Careers Wales Board since April 2021.

Helen is the Chief Executive of Taff Housing Association and she has a strong background in housing.

Helen has expertise in strategic leadership at both executive and non-executive levels, and in both the private and public sectors.

She also has extensive board member experience with a range of organisations and companies. Helen is a fluent Welsh speaker.

When asked what Helen would like Careers Wales to achieve, she said:

To support people across Wales to achieve their ambitions."

Qualifications

Helen's qualifications are:

• Bachelor of Arts BA (Hons)
• Member of the Chartered Institute of Housing (UK)

Other roles

Helen's other roles:

• Chief Executive Taff Housing
• Board Member TPAS Wales
• Board Member Tec Quality
• Board Member WCVA

Joni Ayn Alexander has been a Board Member of Careers Wales since January 2023

Joni is the assistant director for membership at Advance HE. Advance HE is a global charity based in the UK that supports higher education to be the best it can be.

She has a strong background in tertiary education and media.

Joni's skills include leading strategic change and communications both in executive and non-executive roles. She has diverse experience working at board level.

Joni focuses on developing people and organisations fit for future generations. This is what drew her to Careers Wales.

When asked what Joni would like Careers Wales to achieve, she said:

Through inclusive and innovative support, I want to see Careers Wales collaboratively raise the ambitions, abilities and opportunities for the people of Wales."

Qualifications

Joni's qualifications are:

• Bachelor of Arts Journalism
• Master of Arts International Journalism
• Member of the Chartered Institute of Public Relations

Dr Kate Daubney has been a Board Member of Careers Wales since December 2022. She has worked in education for 30 years. This included 20 years in careers education and employability development. Her research and practice focuses on how individuals make progress on their career journeys.

Kate's expertise is in two key areas which are particularly relevant to Careers Wales’ clients:

• How can we enable individuals to make progress on their career journeys?
• How can we enable individuals to identify and articulate the value of everything they learn and do to enable them to access the jobs and careers they want?

She has developed an approach to describing the transferable skills developed in both pre-18 and post-18 curriculum that helps close the gap between education and work.

Kate advises a number of universities in the UK and internationally on how to implement this approach.

Kate has been the head of two UK university careers services. She is currently Director of The Careers Group federation of university careers services.

She is a keen runner and took part in the Rhyl Half Marathon in 2022. She enjoys walking on the North Wales coast and reading.

When asked what Kate would like Careers Wales to achieve, she said:

I am really excited about how Careers Wales can work with the framework in Curriculum for Wales. The cross-cutting theme of Careers and Work-Related Learning and the clear language of transferable skills in the Four Purposes open up significant opportunities to enable young people to explore and achieve their goals.”

Qualifications

Kate's qualifications are:

• Bachelor of Science (BSc Honours) Mathematics and Music
• Master of Arts in Sociology of Contemporary Culture
• Doctor of Philosophy (PhD) in Music
• Postgraduate Certificate (PGCert) in Learning and Teaching in Higher Education
• Postgraduate Certificate (PGCert) in Digital Education

Other roles

• Fellow of the Royal Society for Arts
• Principal Fellow of the Higher Education Academy
• Freelance Careers and Employability Consultant

Natalie Richards has been a member of the Careers Wales Board since June 2024.

Natalie is currently a Headteacher of a large Secondary school. She previously worked as a Senior Leader serving across two Schools in Ely, in Cardiff, from 2016 to 2022. Natalie has also been a Drama Teacher.

When asked what Natalie would like Careers Wales to achieve, she said:

I want Careers Wales to bring ambition and prosperity to all, no matter their age, ethnicity or social background."

Qualifications

Natalie's qualifications are:

• BA Hons Theatre and Media Drama
• PGCE Drama with English
• MA Education – Leadership and Management
• NPQH

Richard Thomas has been a member of the Careers Wales Board since February 2020 and is also a member of the Finance, Audit and Risk Committee.

Following ten years working as an engineer and manager in manufacturing, Richard took up a career in education and has worked in a number of Welsh and English universities and colleges, in roles ranging from Lecturer to Assistant Vice Chancellor.

He is particularly interested in the relationship between educational institutions and employers, STEM (Science, Technology, Engineering and Maths) education, the career and skills implications of Industry 4.0 and in the role that education plays in economic development.

When asked what Richard would like Careers Wales to achieve, he said:

I would like Careers Wales to provide meaningful opportunities for careers guidance for the people of Wales - whether they are young or older, whether they are yet to enter employment or are moving into a different stage of their working life - with a positive impact on the lives of individuals and the Welsh economy as a whole."

Qualifications

Richard's qualifications are:

• Bachelor of Arts (BA)
• Bachelor of Engineering (BEng)
• Master of Science (MSc)

Rokib Uddin has been a member of the Careers Wales Board since June 2024.

Rokib is a Chartered Surveyor with varied experience in commercial property.

He is currently a Senior Commercial Manager at Coastal Housing Group.

When asked what Rokib would like Careers Wales to achieve, he said:

Ensure customers from hard to reach community groups are aware of the help and support available to them."

Qualifications

Rokib's qualifications are:

• LLB (Hons) in Law
• Member of the Royal Institution of Chartered Surveyors

Tony Smith has been a member of the Careers Wales Board since September 2021.

Tony is a qualified accountant and has previously held a number of senior positions. Including finance, risk and audit, delivering commercial, financial and regulatory compliance across retail and financial services.

He is currently the Chief Governance Officer at Principality Building Society and a member of the Executive team there.

When asked what Tony would like Careers Wales to achieve, he said:

Getting those that want to work into work"

Qualifications

Tony's qualifications are:

• LLB (Honours)
• ACMA
• GCMA

Rhian Roberts became a Co-opted member in June 2024 and she then a full member of the Careers Wales Board in July 2024.

Rhian has been working in Human Resources for over 23 years and is experienced in providing HR leadership within the private, public, and not for profit sectors. She has successfully worked with senior leaders to ensure that the people agenda is a key priority in decision-making processes.

Rhian is experienced in formulating, leading, and implementing people strategies and improvement programmes in line with organisational objectives.

When asked what Rhian would like Careers Wales to achieve, she said:

To encourage and support people to explore learning and employment opportunities. Allowing them to take them out of their comfort zone and challenge the sometimes perceived, inaccurate assumptions they hold about their personal potential."

Qualifications

Rhian's qualifications are:

• MSc Human Resource Management
• BA (Hons) History and Sociology
• Chartered Member of the Institute of Personnel & Development

Vivienne Laing has been a member of the Careers Wales Board since February 2025.

Vivienne Laing has extensive experience of working in the third sector in policy, communication and public affairs. She has focused on advocating for and supporting children and young people to realise their rights and improve their quality of life and outcomes. This experience is complemented by an initial career of working in teaching, further education, partnerships and strategic joint planning.

When asked what Vivienne would like Careers Wales to achieve, she said:

I would like all pupils in schools, school leavers and adults in Wales to be able to access excellent careers advice and support that inspire them and enable to obtain fulfilling careers."

Qualifications

Vivienne's qualifications are:

• Bachelor of Science degree with Honours
• PGCE Certificates in Equal Opportunities and Children’s Services

Other roles

Vivienne's other roles:

• Trustee of Gwent Beekeepers
• Governor of Caerleon Lodge Primary School