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Tracy joins Baxendale with over 16 years’ experience in the NHS to lead BAXCQC.

Tracy has worked with the Care Quality Commission for 10 years as a specialist advisor, taking part in over 65 inspections. She has also successfully led on several inspections as a provider, led on CQC improvement projects and overseen new registrations of services. Tracy is a Quality Improvement practitioner leading on a national programme with the Royal College of General Practitioners and has been the Managing Director of a healthcare consultancy business for several years.

Tracy is a chartered member of the CIPD, a chartered fellow of the Chartered Management Institute (CMI), a fellow with the Institute of Leadership (IoL) and the Recruitment and Employment Federation (REC). She is also a certified coach and a member of the European Mentoring & Coaching Council (EMCC).

Tracy is passionate about sharing her knowledge and helping others to reach their full potential.

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Kelsey is passionate about delivering the best outcomes for patients and the public. She has a breadth of experience across acute hospital, community, primary care and mental health consultancy projects.

Kelsey has a BSc in Physiology and Masters in Public Health, and uses her scientific background to provide evidence-based solutions. Her professional experience is centred around healthcare planning supporting clients to develop data driven solutions from identifying a need to delivering an outcome. This includes health needs assessments, strategy and operational policy development, models of care transformation, demand and capacity modelling, strategic estates planning and healthcare space planning.

She has worked on several New Hospital Programme redevelopments, addressing the most pressing challenges for the NHS estate whilst delivering improved value for money and prioritising social value.

Hannah is the Client lead for BAXCQC.

Hannah is responsible for ensuring that clients receive all documents and policies, and she is the primary link between our clients and the CQC. Hannah also supports the wider team’s day-to-day admin tasks and supports the operational needs of the business.

Hannah has a professional background in sales and team leadership and enjoys performing arts, Pilates, and socialising with friends in her spare time.

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Tom leads Baxendale’s Improvement and Transformation work. He specialises in supporting organisations and systems to design and implement integrated, transformative models of care, along with ensuring they have the structures, processes and cultures to successfully implement them.

From service level change to full system solutions, Tom works closely with the executive team to identify and fully understand what they need and using this insight to develop strategic and operational solutions that work. Knowledge transfer is crucial to his approach – working closely with service and transformation teams to ensure they have the capacity and capability to deliver.

Prior to joining Baxendale, Tom worked for PwC’s Advisory team, specialising in operations, complex procurement and transformation. Before becoming a Management Consultant, Tom was a secondary school English teacher, leading his school’s English faculty.

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James Innes MPharm MSc MRPharmS is Improvement Director at Norfolk and Suffolk Foundation Trust , senior faculty at the Institute for Healthcare Improvement, and a clinical pharmacist by background.

He has led improvement work at organisational, regional and national levels.  This includes East London NHS Foundation Trust’s QI programme, helping the organization achieve two consecutive CQC outstanding ratings and NHS England’s national medicines safety programme, helping the country make significant safety improvements with anticoagulants, opiates and methotrexate.

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Trudy is a highly experienced executive leader and registered nurse/midwife with a career spanning over three decades in the NHS. Since beginning her career in 1988, she has held a wide range of senior roles, including executive director positions and leadership of large-scale transformation programmes across commissioning, service design, and delivery for children’s, maternity, and learning disability services.

With a Master’s degree in Public Health and completion of the prestigious King’s Fund Top Manager Programme, Trudy has led complex system-wide change, including the integration of health and social care services and the strategic transformation of community and inpatient care. Her work across NHS England, Clinical Commissioning Groups (CCGs), and Local Authorities has included contract novation, commissioning reform, and leading cross-organisational collaboration.

Notably, Trudy served as Executive Director for Women’s, Children’s, and Learning Disabilities at Surrey Heartlands ICS, where she spearheaded the integration of commissioning teams and redefined care pathways across Surrey. Her deep understanding of governance, regulatory compliance, and quality assurance within health and care systems is now central to her work supporting providers through the CQC registration process.

In parallel to her NHS career, Trudy has successfully established and now runs her own aesthetics clinic – Trudy Mills Aesthetics – delivering high-quality, safe, and patient-centred non-surgical treatments. Her aesthetic practice is built on clinical excellence, patient safety, and a strong foundation in medical ethics. Her hands-on experience in aesthetics, combined with her NHS leadership background, gives her a unique and highly valuable perspective for supporting aesthetics clinics through the often complex CQC journey.

At BAXCQC, Trudy brings a wealth of transferable skills – including strategic planning, regulatory readiness, clinical governance, and whole-system thinking – to help aesthetic and healthcare businesses achieve and maintain CQC compliance. She is passionate about supporting professionals to deliver safe, effective, and high-quality care, with tailored support that reflects the unique challenges of today’s aesthetic and independent healthcare sectors.

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Ceri is the Managing Director of Baxendale – leading the advisory business along with our digital and investment portfolios. She joined Baxendale 10 years ago and has been instrumental in establishing and growing the current business, building on Baxendale’s strong history in employee ownership and social investment.

She is passionate about transforming health and wellbeing while generating sustainable and viable solutions. She has supported a range of health providers, large and small with their service change, operational and commercial strategies. Increasingly, this has involved taking a system-wide approach to strategic development supporting the creation of effective partnerships with the foundations to deliver joined-up models of care. As one of the original architects of the Social Value Act she is committed to supporting clients design new creative solutions that generate positive social, economic and environmental value.

Ceri joined Baxendale from Social Enterprise UK where she headed up the Policy and Research function. Her background is in health planning, policy and funding having previously worked for New South Wales Department of Health, the Wellcome Trust and Marie Stopes International. She has a Masters in Public Health and BA in Geography from UCL.

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Robin leads Baxendale’s Digital and Commercial work including leading Baxendale’s digital health joint venture. He specialises in supporting organisations to grow and transform their service offer through new commercial models as well as securing new funding and investment. He is passionate about doing this in a way that generates additional social value and addresses areas of public service failure – be that digitally-enabled models of care for looked after children or sustainable models for primary care.

Prior to joining Baxendale, Robin worked for Anheuser-Busch Inbev where he delivered brand management and trade marketing projects for Europe’s biggest beer brands, and UoM Commercial Ltd – the commercial engagement services company of the University of Melbourne – where he worked as an analyst in the health technology commercialisation division. Robin holds a 1st-Class Honours degree in Biological Sciences from Edinburgh University.

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Amelia is passionate about improving the way health organisations operate to make them more effective and efficient. She has experience working with variety of different clients including primary care, community, VCSEs, mental health and sexual health.

Amelia has a BSc in Pharmacology from the University of Bristol and is currently studying for an MBA at Henley Business School. Prior to working at Baxendale, she was an early employee of a rapidly growing primary care digital health provider, where she specialised in strategy development, project management and service design.

Since working at Baxendale, Amelia has supported clients with system implementation projects and has helped clients to plan and deliver improvement plans. Amelia has also worked across a number of strategic estates projects, working with clients to deliver transformational infrastructure solutions which align to both local and national strategic drivers.

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With a degree in Visual Communication and a Masters in Interior and Spatial Design, Annie brings a unique blend of expertise and experience to her work. She is interested in how we can challenge conventions in the delivery of healthcare through creativity and collaboration, and how space and communication can be designed as powerful enablers of people. With an empathetic, curious and questioning mindset, Annie is a natural researcher, bringing contextual understanding and innovative thinking to any challenge.

Annie’s passion for healthcare arose from her work as a hospital porter during the pandemic. This on-the-ground experience gave a raw insight into the complexities of delivering health care, and reinforced her interest in understanding and improving peoples’ experience of the healthcare environment. Her approach to finding solutions reflects her commitment to reflect the breadth of individuals – their experience and their needs – in delivery, design and communication.