You are here:

Who's Who


The BATF staff team benefits from expertise and passion in business operations, membership management and liaison, marketing and communications, and education and training development.

Together, the team provide centralised support and services to the member trade associations of the Federation, and other ad-hoc clients.


Managing Director

Sarah Ward

Sarah's role is to lead and manage the BATF team, defining and implementing the organisation's business plan. As Managing Director, Sarah contributes to BATF strategy ensuring that BATF objectives are met whilst ensuring business support services to member trade assocaitions are fulfilled. |  0121 237 1103

Connect with Sarah on LinkedIn 


Operations | 0121 237 1155

Natalie Edmead, Office/ HR

Natalie is responsible for the Human Resource (HR) and office management at Federation House. This includes health and safety, the HR lifecycle, upholding the maintenance of the building and liaising with tenants and suppliers. Natalie is also the liaison for the BATF Board of Directors.

Outside of work, Natalie loves to cook and has amassed more than 100 cookbooks ‘over the years’. Natalie puts her culinary passion down to her mother, who she used to cook a lot with growing up.

Louise Hadfield, Financial Controller

As well as leading the Finance team, Louise’s role includes overall internal and regulatory responsibilities for the Federation’s financial reporting. In addition she supports the team throughout the annual membership renewal process. 

Louise and her family are keen National Trust members and enjoy exploring the outdoors, along with the obligatory coffee and cake breaks along the way!


Paul Quirk, Business Operation Manager

Paul formulates IT strategy, manages and administers computer systems and software, oversees equipment purchasing and installation, and maintains computer networks and connectivity.


Membership and Sales | 0121 237 1139

Scott Williams, Head of Membership Services

Scott heads up the Membership team, helping shape the future for BATF and it's trade association members. In his role, Scott oversees the portfolio of value added benefits and services and provides access to relevant resources for members and supporters. 

With a growing four-legged family, Scott is up with the birds, walking his dogs every morning. Scott is also partial to a spot of karaoke in his spare time.


Leanne Smith, Membership Ledgers Manager

Leanne is responsible for the annual membership renewal process, ensuring that our members are invoiced in a timely and accurate manner and that the payments received are allocated correctly.


Victoria Lousie, Membership Liaison

Victoria spends the majority of her time working with members to make sure they’re taking advantage of their benefits and services available with the Federation’s Associations. As part of her role, Victoria plays an important role in member recruitment and retention.

In her free time, Victoria will be found chasing around her baby boy, in a Pilates class or cooking a new recipe in the kitchen! 


Katie Tomkinson, Membership Ledgers Assistant

Katie works alongside the membership team and within the finance department. Some of her duties include liaising with members, issuing proforma’s and VAT invoices, running reports, manning the office phone along with other adhoc duties from time to time.

Outside of work Katie enjoys spending quality time with family


International and Events | 0121 236 2657

Garry Lane, Commercial Manager

Garry's role


Taran Sahota, International Services Manager

Taran manages the division’s services and activities, including a series of worldwide events and exhibitions. Maintaining the division's status as a Trade Challenge Partner for the Department for International Trade, means the services Taran manages can continue to help UK businesses promote products and build up relations internationally, representing significant time and cost savings.

Out of work hours Taran enjoys spending quality time with her young children, going for canal walks and also enjoys cooking.



Events Officer, Laura Banner

Laura provides services, guidance and support for members with their overseas activities, working closely with her colleagues in ‘International’. This can be anything from answering import and export queries, to arranging UK pavilions at overseas trade shows for members to exhibit at.

In her spare time (if she can escape from her 3 young boys!), Laura enjoys exploring urban Britain, long walks, bike rides and good food. 



Education | 0121 236 2657

Marie Garnett, Head of Education

Marie is Head of Education and is responsible for the development and delivery of the BATF education portfolio, ensuring that the qualifications stay relevant and up-to-date and that high standards of quality are maintained. She identifies and explores new opportunities to extend the education portfolio across individual Trade Associations and the BATF as a whole.

In her spare time Marie enjoys Nordic walking on Cannock Chase and catching up on box sets.


Education Coordinator, Lyn Oliver

Managing the delivery of the Foundations of Appraisal Practice qualification for the National Association of Jewellers, Lyn organises assessments, tutorials and ongoing liaison with students. In addition, Lyn also arranges and organises short courses in house and off-site.

Lyn enjoys watching F1, history and archaeology documentaries and crime dramas, along with spending time with family and friends and the odd glass of bubbles on the beach near to where she lives.


Education Officer, Chloe Thorn

Chloe’s role is to undertake the administration for the JET Essentials, JET Certificate and JET Diploma students, including enrolling students, answering enquiries and inputting grades. She also organises the prestigious Education Awards ceremony which takes place annually for JET graduates and is held at Goldsmiths Hall. 

In her spare time Chloe enjoys watching true crime documentaries, looking at new interior ideas online and spending time with friends and family (and of course training and walking the puppy).


Marketing and Communications | 021 236 2657

Ben Massey, Director of Marketing and Communications

Ben is the Federation's Chief Marketing Officer and leads the organisation's Marketing and Communications team. Together the team works with other areas of the organisation to engage members in benefits and services, develop new products for members and supporters, and drive the voice of the Federation both into the sectors it serves, and the outside world. 

Outside of work Ben enjoys being active and can be found either riding his bike, playing football or running around his garden chasing his young family.


David Roman, Digital Marketing Officer

In his role David is responsible for BATF’s digital presence, as well as that of member trade associations. His expertise includes website management and development, visual and vibrant digital communications across broadcast, social and email channels, as well as data transfer and reporting through analytical and associated platforms.

During his spare time, you’ll often find David with a paintbrush, or other creative asset making art inspired by sports culture and performance.