The BPMA Board is made up of 12 elected Industry professionals representing suppliers, distributors and service partners.

The BPMA Board of Directors is responsible for the governance of the association - setting the strategic vision, providing the leadership to put this into effect, supervising the Executive team and reporting back to the membership. Each Board member is assigned a specific functional role.


Jon Birrell


Having spent the last 16 years developing his passion for the Promotional Merchandise industry, he has a deep knowledge from a supplier perspective and also the distributor side. Prior to that, Jon purchased Promotional Products for some key brands, giving him a 360-degree understanding. Jon will lead our Association into a new chapter, further enhance member engagement and communicate the value of Promotional Merchandise as an essential part of the Marketing Mix.

Daniela Arena

Head of Education

During her time with the BPMA, Daniela launched and managed the BPMA Academy and BPMA Professional Development Programme whilst managing and delivering a portfolio of successful industry events such as the BPMA Christmas Lunches, Regional Events and the BPMA Education Day. In 2016, Daniela became the BPMA Head of Education and now dedicates her time to training and continuous professional development, through the BPMA Education Programme. 

Georgie Yeats

Office Administrator

Georgie is responsible for the day to day running of the office and will be your main point of contact for all your BPMA enquiries, questions and needs.

Georgie started as a data analyst and found a passion for data, structure and trends. After a few years, she went on to become a Marketing Manager where she was introduced to the wonderful world of promotional merchandise and the value it holds.

BPMA Board Members

Angela Wagstaff


Allwag Promotions

Responsible for the strategic direction of the association focused on raising the profile and standards of the promotional merchandise industry. Motivating the board to ensure we serve to inspire, educate and connect with the membership to remain relevant and to support the future direction and benefit of the members. 

Graeme Smith


Cyan Group

To provide advice and continuity to the senior management team.

Alex Turner

Vice Chair


To support the Chair with the strategic objectives for the Association. Overseeing the association’s finance function and ensuring the proper systems and checks are in place to help the Board to manage membership funds and to invest sustainably in the future of the industry.

Neal Beagles

Events & Europe

Roantree Incentive Marketing

To ensure that the BPMA produce and manage events that are meeting our members needs and that are run professionally and on budget. Within Europe, to guarantee that our industry voice continues to be heard and that we remain aware of and compliant with Pan–European legislation that could affect our members.

Melissa Chevin


Globefish Consulting

Responsible for marketing, media and public relations, digital media and member communications. Working closely with the Secretariat to promote specific campaigns and initiatives.

Brian Hayward


Page Partnership

Providing members with all the necessary support, guidance, assistance and information needed to ensure they can deal effectively in all aspects of running their business.

Clive Allcott



Supporting members with expertise and up-to-date insight on the clothing industry to facilitate well-informed and high quality decision making.

Mark Alderson

British Manufacturing

First Editions Ltd

Promoting the benefits of buying British Made products through education and end-user engagement. Supporting members who are British manufacturers by sharing best practices. Current Chair of the BPMA special interest group- Briman. 

Helen Brennan

New Board Director

Brand Addition

A buyer in both retail and manufacturing and been in the industry since 2001. 

Responsible for the Direct Marketing & Corporate Division at 4imprint, and more recently as Brand Addition.  Helen is the European Purchasing Manager who works closely with Brand Additions Supply Chain to provide essential, innovative and compliant products to their client base.  With over 17 years experience in the industry, Helen will bring a wealth of knowledge and expertise to the BPMA Board.  

Haydn Willetts

New Board Director

Mid Ocean Brands

Industry experience dating back to 1992 on both sides of the sales fence with 8 years at Parker Pens selling to end users, over 4 years at PF Concept and 12 years currently at midocean as Regional Director for UK and Ireland.

I think the time of joining the BPMA board is key in what could be a pivotal period in our industries history. Looking to assist, reinforce and continue to raise awareness of the work that the BPMA carries out on behalf of and for the industry we are all extremely fortunate to operate in. To existing, future potential and lapsed members.

Andrew Langley

New Board Director

Juniper Products

Co-owner of Juniper Products since 2003, that has successfully grown to 40 staff.  Andrew offers a wealth of experience with UK manufacturing and international production. 

Andrew is looking forward to working closely with the BPMA Board and share his experience in the industry to help the Association grow and widen awareness of why brands should buy quality merchandise through professional distributors, supported by compliant and quality suppliers.


Being awarded the sword of honour confers fellowship of the BPMA. The prestigious honour is granted to those who have demonstrated dedication to the promotions industry and to the service of the BPMA.

Previous fellows of the BPMA:

Matt Franks 2016
Viv Blumfield 2014
Neal Beagles 2012
Gill Thorpe 2010
David Lebond 2008
Margot Parker 2007
Liz Karn 2004
Phillip Circus 2003
David Hedderman 2002
John Houghton 2000
Bob Essery 1998
Gordon Savage 1993
Ian Allchild 1992
Victor Rosewell 1991