The Team

Our Trustees

Jonathan Davies


Jonathan studied Geography at Cambridge University where he was President of Fitzwilliam College undergraduate association before qualifying as a Chartered Accountant in 1994. Following the untimely death of his brother in 1995 and his mother in 1998, Jon founded MuchLoved in order to help others with their own grief. He remains as passionate as ever about the service and is always looking to devote time and energy to help forge and shape its development as it continues to grow from year to year.

Andrew Daniels


Andrew loves invention and was responsible for the initial transition of an idea kept within a head down onto a phenomenal number of A3 sheets of paper and then finally through to programming code. It is his support of the MuchLoved ideals, his attention to detail and long-term vision which has ensured that the MuchLoved service has received such amazing feedback from users over the years. We are delighted that Andrew has agreed to act as one of our MuchLoved Trustees.

Jonathan Lomax


Jonathan became involved with MuchLoved as a long term friend of the founder and also as someone who has lost a brother unexpectedly at a young age. As Managing Director of a successful UK manufacturing Company, he brings substantial commercial skills and understanding to the organisation.

Our Enthusiastic Team

Sarah Serkis

Tribute Support

Sarah manages the MuchLoved Support Team, along with overseeing donation processing and administering the partnerships with charities and funeral directors. She’s a steadfast instant coffee drinker in an office full of people drinking tea and overpriced cappuccinos.

Kate Walker

Lead Trainer

Kate joined us in May 2020, after a career in software development and support. Kate looks after training and on-going support for our partners and also works on our helpdesk. When not at MuchLoved, Kate is a local Community Radio presenter on Red Kite Radio.

Sally Swann

Head of Partnerships

Sally came to us from a background in Corporate Fundraising and has been with us for over 15 years building up our fabulous network of charity and funeral director partners. A lifelong vegetarian, Sally has a love of green veggies and herbal teas.

Clare Holt

Head of Technical

Clare joined in 2012 and previously worked at Accenture helping clients develop and implement new business models and products. We are delighted to have Clare now using these skills to work with our partner charities to assist in developing their use of the MuchLoved platform in memory of loved ones.

Jackie Parnell

Account Manager

With her background of working in the Charity Sector, Jackie looks after our Charity Partners. She loves nothing more than helping Charities make their Tribute Scheme a success and seeing their passion in creating Dedication Pages to help their cause!

Jane Russell

Account Manager

Jane is originally from Australia and has a background in live TV Production as well as ten years experience in the world of promotional merchandising. Armed with this she is ready to support all partners in the promotion and marketing of their In Memory fundraising schemes.

Catherine Watson

Account Manager

Catherine helps liaise with many of our funeral and charity partners, always bringing a happy face and an unstoppable positive mental attitude to the office. When not at work supporting our partners, you will often find Catherine down at the hockey club, certainly never in front of a TV.

Richard Baker

Account Manager

Richard worked for over 12 years in a large multinational utilities group before deciding the time was right to embark on a role change and to move into the charity sector. Richard is leading our partnership push with funeral directors and is busy delivering both presentations and training as more and more funeral organisations opt to offer their clients a Tribute site as part of their service.

Jason Maiden

Account Manager

Jason joined MuchLoved in 2020 after twelve years in the funeral profession as a funeral director. He is a qualified funeral celebrant and has an interest in positive bereavement journeys and digital memorials.

Away from work, Jason enjoys riding his Irish Sports Horse, seeing dogs look out the windows of moving cars, Pina Basuch choreography, and his partner’s gardening.

Rebecca Noble

Marketing Manager

Rebecca (Bex) looks after MuchLoved’s social media, email and marketing. Bex joined MuchLoved in 2020, having worked as a charity fundraiser for charities including The Royal British Legion and the Epilepsy Society, before moving into marketing.

Sherwin Rice (Greenway)

Technical Architecture

Run by Sherwin Rice, Greenway Technology have helped take MuchLoved to the next chapter in its development. Bringing more exceptional talent to the team, Greenway Technology routinely make the impossible possible, with a consistent excellence and unparalleled speed.

Nathan Pope (Abstract Base)

Technical Architecture

Run by Nathan Pope, Abstract Base lovingly crafted each line of code needed to bring MuchLoved to your screen. As the project developed and grew, it became more exciting but complex and the skill, effort and enthusiasm of Nathan and Abstract Base were pivotal in translating MuchLoved in to reality.

Paul Dunn (Diablo)

Design Support

Supporting us since launch, design and web specialists Diablo, run by Paul Dunn, were crucial in setting the tone-of-voice of MuchLoved and continues to provide website design support and assistance which is fundamental to maintaining the beautiful and sensitive look and feel of the service.

Maggie Dwyer

Design & Creative Development

Maggie previously worked as Creative Head of Design and Development at the BBC before joining us in 2009. She now brings her skills to MuchLoved’s creative brand development, with responsibility for the design output across the MuchLoved service, both online and in print.

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