About

Nicky is a motivated, competent, and driven organisational thought leader with a unique blend of experience in leading national organisations in strategic development, operational delivery, and service transition. She is a mentor to established and emerging leaders, a scholarly researcher and academic supervisor.

​Motivated to improve social justice and outcomes, for nearly three decades, she has dedicated her time to the voluntary sector commencing as a frontline Social Worker through to executive leadership within two leading social care national charities. Throughout this time, she has pioneered new models and approaches for improving impact and social outcomes, with achievements in the fields of crime prevention, children’s social care and adult services.

​Over the last decade, she has led national operations for a large disability charity, delivering on growth and strategic development, and overseeing complex transformational change. It is here that she has led on strategic design and exploration programmes to advance innovation in services, an approach based on concept development using data and insight to inform future strategy.

​As a third sector leader, Nicky has led collaboration with national and international organisations, created partnerships with Government agencies such as NHSE, as well as advising on ministerial policy. Her recent academic doctoral research on organisational ambidexterity within the charity sector, represents important new knowledge for the sector and beyond, and is significant for those organisations managing the competing challenges of maintaining efficiency in the short term, and undergoing transformational change for long-term sustainability.

Nicky was appointed to Chester Business School as a Senior Lecturer in Leadership and Professional Development in 2024. Her areas of supervision include Doctorate and Masters Level Business Administration Post-graduate research and she teaches strategic management and third sector education. Nicky is working towards gaining fellowship of the Higher Education Academy.

​Nicky co-founded Birch Tree Associates Ltd. in May 2024 to support social outcome organisations to transform into tangible opportunities for growth. In collaboration with Matthew Lee, their approach is grounded in core values of people-first, innovation, inclusivity, and reflexivity. Clients include those seeking strategic development, operational efficiency, and leadership development.

​Nicky lives in Chester, Cheshire and outside of her professional roles enjoys rural living with her beloved Bernese Mountain dog; spending time with friends; caring for family; and enjoying the great outdoors.

Unlock Your Leadership Potential with Fiona Sandford MBA
Fiona brings over 20 years of first-hand experience as a charity CEO, so she understands the realities of leadership - juggling priorities, driving change and staying true to your purpose under pressure.
As a qualified coach and trained mentor, Fiona offers more than theory. She brings the insight of someone who has led from the front, made tough calls, and stayed focused on what matters. Her support is practical, calm, and honest - designed to help leaders move forward with clarity and confidence.
Fiona creates a trusted space for real conversations. She helps you get to the heart of the issue, whether you’re facing complex decisions, navigating change, or simply needing time to pause and reflect. You’ll leave with a clearer sense of direction and a plan that works for you.
Through coaching, Fiona brings deep expertise in strategic planning, organisational development, change management and shaping healthy, values-led cultures. She supports leaders to reflect, reset and lead in ways that feel both effective and authentic. Great leadership isn’t just about what you do - it’s about who you are.
Fiona also works with organisations to develop emerging leaders, offering practical guidance and space to build confidence. As a trained mentor, she supports newly appointed Chairs and CEOs - helping them step into leadership with purpose and perspective.
Wherever you are in your leadership journey, Fiona is here to help you take the next step.

Matt is dedicated to creating a more effective world through innovative thinking and a passion for social impact. With 20 years of experience in foresight, strategy, operational design, delivery, and innovation, Matt excels at leading initiatives that challenge assumptions and enhance sector outcomes.

Matt's drive to create meaningful change stems from a deep-rooted commitment to creating a more effective world and a belief in the power of strategic foresight. He is passionate about helping individuals and organisations navigate complexity and embrace future opportunities. His motivation is fuelled by a desire to see organisations not just survive but thrive in an ever-evolving world.

Matt’s expertise lies in crafting and implementing data-driven strategies that anticipate future trends and foster sustainable growth; designing impact measures that improve services and support commissioners; and developing innovation programmes that improve outcomes and increase efficiency.

As a researcher, Matt has designed and developed both quantitative and qualitative research programs focused on improving the lives of veterans with visual impairments, leading to impactful publications on topics like remote rehabilitation, the prevalence of sight loss in veterans, and the experiences of those with Charles Bonnet syndrome.

At Birch Tree Associates, Matt collaborates with Dr. Nicky Shaw to provide tailored solutions that transform challenges into opportunities. Their approach is grounded in core values of people-first, innovation, inclusivity, and reflexivity. Matt helps organisations to transform thinking, develop future-focused disruptive strategies and deliver change programs.

Outside his professional life, Matt is an avid mountain walker and a lifelong learner, always seeking new knowledge through both formal education and personal exploration. Currently pursuing a PhD based on published work, his commitment to continuous learning and exploration drives his dedication to helping organisations and their leaders achieve their full potential.

Matt's deep-rooted commitment to creating a more effective world, coupled with his extensive experience and innovative approach, makes him an invaluable partner for organisations navigating complexity and aiming for sustainable growth.

Richard partners with organisations to improve how they think, lead and deliver. Drawing on over 25 years’ experience in senior leadership and business analysis, he helps organisations turn ambition into action — designing and delivering services that are inclusive, high-performing and always built around people.
Having led large national teams and multi-million-pound operations, Richard understands the realities of service delivery at scale — but he is equally experienced in supporting smaller organisations to clarify priorities and drive focused, sustainable change. His consultancy spans the full cycle of service improvement, from shaping vision and engaging stakeholders through to planning, implementation and review.
He works alongside clients to develop clear, actionable strategies and then supports them to bring those strategies to life — aligning ambition with people, systems and culture. Whether launching a new model, strengthening a single service, or leading complex transformation across multiple functions, Richard brings a sharp focus on outcomes and an inclusive, collaborative style.
A skilled facilitator and coach, he also supports leadership development, succession planning, and cultural change. His work often includes building the confidence and capability of senior teams, aligning people and performance programmes, and creating cultures where learning, wellbeing and accountability can thrive.
Richard brings clarity and momentum to complex environments — helping organisations stay calm in the whirlwind, focus on what matters, and deliver results that last.