
Meet The Board
Board of Management
First Choice is managed by a highly professional and committed Board of Management elected from the shareholders of the Association at the Annual General Meeting. The Board meets periodically to determine strategy and policy, monitor performance and ensure that the Association makes the most effective and efficient use of resources to achieve its objectives. Certain matters are devolved to Committees, as follows:
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ARC
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People and Culture Committee
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Governance Committee
The Board of Management has overall responsibility for the Association whilst day to day control is delegated to the Chief Executive.
This includes making sure standards are met and that the Association is accountable and open. It also sets the strategic direction of the Association.

Matthew Wilde
Chair of Board
Matthew is an investor with a strong background in finance. He has almost a decade's investment experience and holds a CIMA's Certificate in Business Accounting. His focus is on supporting Welsh businesses, particularly technology start-ups, in reaching their goals by providing tailored funding solutions and valuable guidance at the board level.

Sian Evans
Vice Chair
Siân is a qualified accountant and has worked in housing for the last 30 years. Siân is the Director of Finance at Beacon Cymru Group and Chair of Community Homes Cymru Finance Member Community.

Geraldine Buckland
Board Member
Geraldine is the HR & Health & Safety professional and is FCIPD qualified. She is also a member of the Governments talent stream for start-up businesses and a founding signatory for Women in Business Task Force. She has over 20 years’ experience at HRD and Transformational Director level.

Emma Morgan
People and Culture Chair
Emma Morgan is a housing professional currently working for a housing Association in the Swansea region. She has in-depth knowledge of Housing Law, and working within the regulatory framework for housing.
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Steve Williams
Board Member
Steve joined the Board in 2018. He was the Managing Director of a private care home group and has many years’ experience of working in leadership roles. He now sits on the boards of several national charities, who work with the most disadvantaged groups in our society.

Edwin Jones
Board Member
Edwin has worked with people with a range of support needs to improve quality of life and promote social justice for over 40 years. He has a PhD, was a senior research fellow at the Welsh Centre for Learning Disabilities and is an honorary professor at the University of South Wales. Until his retirement he held senior roles in third sector support providers, national charities and the NHS.
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Nick Rutherford
Board Member
Nick Rutherford is a creative technology leader who has over 20 years of experience working in the manufacturing and utilities sectors driving various digital transformation initiatives. Nick is a former teaching associate at Warwick business school, has chaired various technology committees and he also founded significant technology events in Bristol and co-founded the Bristol technology festival.

Tanya Barrett
Board Member
Tanya is a qualified Solicitor who has worked in the social housing sector for over 13 years. Tanya is a member of the Chartered Institute of Housing and the Property Litigation Association and has experience helping both landlords and tenants navigate their legal rights and obligations’

Ian Thomas
Board Member
Ian brings more than 25 years of global leadership experience, including cross-sector CTO, CMO and CSO roles across global enterprises, portfolio groups and start-ups. He now works as an industry analyst and independent strategy advisor, helping leaders understand emerging business and technology trends and translate their potential into practice.

John Keegan
Board Member
John is a Graduate of the National University of Ireland. He commenced his career in Social Housing in 1990 in LB Richmond upon Thames, having previously been a teacher in Ireland and Spain. In 1993 he moved to LB Hounslow where he completed a Post Grad in Housing Studies. He moved to Wales in 1999 to work with Wales and West Housing. Subsequently he worked in Neath Port Talbot as Head of Council Housing. In 1995 he moved to Monmouthshire County Council and led the transfer of the housing stock to Monmouthshire Housing Association. He was appointed the first Chief Executive and held that position for 18 years until retirement.

Ffrancon Williams
Board Member
With a career spanning over 30 years across the public, third and private sectors. Ffrancon previously served as Group Chief Executive of Adra, Having previously held board and trustee roles in the health and education sectors, Ffrancon has developed a portfolio of non-executive and advisory roles across the private and voluntary sectors. He is also a volunteer rider with Blood Bikes Wales A previous Fellow of the Institute of Directors and an executive coach, Ffrancon brings a strong commitment to effective governance, positive organisational culture and ensuring housing associations deliver safe, high-quality homes and services for their communities.
