Meet the team
Sarah Vogel
Sarah co-founded PDA in 1994 after many years experience in retail Training and Development. As well as being Director of the marketing, sales and people side of the business, Sarah is also a Fierce “Master Facilitator” and together with David leads all PDA’s Fierce Train the Trainer and accreditation workshops. She also has a busy coaching practice and works with execs and leaders from small businesses to blue chip clients and everything in between. Sarah has a BSc in psychology, a post graduate certificate in coaching from Lancaster University and is licensed to use MBTI.
“At PDA we value transparency and honesty. We suspect that you want this too. We’re light on our feet in responding quickly to clients’ needs, and thrive on collaboration. Ultimately, we want our clients to walk away with practical solutions that get them real and lasting results”
David Cripps
David is a founder member and Director of PDA, and has developed successful relationships with a variety of clients across a range of industries including: retailing, banking, health care, charities and government agencies. Consultancy projects undertaken have included design and delivery of a wide range of learning events from Influencing skills to leadership programmes in partnership with Lancaster University Management School. Having studied coaching with Coaches Training Institute, he has worked extensively with senior managers and executives with a combination of coaching, career counselling and personal development planning. David is licensed to use several psychometric tools including MBTI and is also licensed to deliver Fierce® conversations workshops and Train the Trainer. He is an accredited mediator by the OCN.
Dr Emma Hodges
Dr Emma Hodges is an experienced organisational development practitioner and senior leader with over twenty years’ experience working in healthcare including twelve within the charitable sector. She has expertise in healthcare service and workforce re-design and in particular enjoys creating networks of people and organisations for a common purpose. With a professional background in Human Resources combined with seven years as a charity CEO, Emma has both big picture thinking as well as an eye on governance and Board accountability.
Emma has expertise in institutional change, and the embedded cultural and professional barriers that can get in the way of new ways of working.
She is an accredited Fierce facilitator and MBTI practitioner and enjoys using these and a range of other tools with individuals and teams
Jason Casanove
Jason is a seasoned facilitator renowned for his innovative approach and positive energy. With over 6 years of experience in designing and delivering impactful workshops, Jason is a sought after expert in colleague experience, cultural change and leadership development. His dynamic workshops cater to a wide array of audiences, from corporate executives, to people managers and team members from all sectors.
Jason has a passion for creating engaging learning environments and has gained a reputation for his ability to connect with participants on a personal level, making complex concepts accessible and enjoyable. His workshops are defined by interactive activities, practical applications, and a focus on fostering collaboration and creativity.
Jason is not just a facilitator, he's a catalyst for positive change, empowering individuals and organisations to reach their fullest potential and beyond.
Emily Parker
Emily has worked in learning and development for many years and has been working independently since 1997. Since then PDA have collaborated with Emily many times and consider her to be one of the family! Recent projects include developing and delivering a dynamic customer service programme for one of the largest health insurers, delivering influencing skills to senior teams, teaching image and impact to women in a major banking group, and training Fierce Conversations workshops to retail directors at a major Building Society.
Emily is licensed to use MBTI step I and II psychometric tools, Verax Lifestyles 360 degrees feedback tool as well as SHL’s psychometric tools. Emily is also accredited to deliver Fierce workshops and is a key member of our skills delivery team.
Allison Joseph
Allison is a creative, dynamic equalities diversity & inclusion specialist. With over 20 years experience within youth & community work sectors, Allison uses core youth work values of participation, empowerment & education to underpin her work across a range of professional roles.
“I have been an equalities practitioner for 15 years delivering training, project management & professional development to colleagues in youth work as well as related sectors. I am passionate about inclusion & widening participation for all communities and whilst my particular expertise lies with race & identity, I am dedicated to improving understanding around intersectionality to give tangible outcomes for all.”
Specialist areas:
Race Equality, Diversity & Inclusion
Identity & Inclusion (protected characteristics)
Voice & Influence
Mental Health
Social Health - SRE (Sex & Relationships Education)/drugs and alcohol education
Dr Naomi Irvine
Naomi is an accredited Fierce facilitator. She specialises in helping individuals to find their voice in complex organisations, focusing on gender empowerment, courageous conversations, personal effectiveness, leadership development, and coaching and mentoring.
She is an experienced facilitator of reflective practice, culture change, workplace learning and career development. Prior to working independently, Naomi worked in the higher education sector, in research, business development, organisational development, and equality and diversity functions.
Naomi believes in having engaging conversations so that everyone can be their most authentic, talented and empowered self in work and in life. Colleagues speak of her engaging and facilitative style, and her ability to ask questions that move the conversation towards a successful outcome.
Deborah Mullins
Deborah is experienced in a broad spectrum of development topics, specialising in leadership and management, wellbeing, career development and teams.
With over 20 years’ experience of developing people and organisations, Debbie works at all levels within a range of industries including healthcare, education, telecommunications, legal, construction, aerospace, haulage, and recruitment.
Debbie is often described as genuine and personable and provides professional and pragmatic development with challenge and support in equal measures.
Debbie’s credentials include:
MSc Human Resources Management (Associate CIPD)
ILM 5 Coaching & Mentoring
NLP Diploma
Mental Health First Aider
Fierce Conversations Accredited Facilitator
Penny Heater
Penny is a part of our coaching team, with over 20 years cross-sector experience. Her diverse background encompasses start-up and growth entrepreneurs and consultants, (individually and in peer groups); senior leadership in the education sector; teenagers, graduates, mid-lifers, women-returners making important life choices and improving the life-chances of community-based offenders through work and education.
Penny completed her accredited training with the Coaches Training Institute. She also holds a post-graduate certificate in coaching.