The Patricia White's Team

Cameron Young joined Patricia White's in September 2023. Cameron is a strategic leader who is deeply passionate about home care.

He has a background helping companies in this industry having previously been Chief Strategy Officer for another domiciliary care provider. A Transformation Director for a community equipment service provider, and an advisor to several health-tech companies. Prior to this, he spent over a decade as a management Consultant at Bain & Company where he developed his expertise in strategy, customer experience, marketing, change management and transformation. His clients included multiple FTSE 100 companies across sectors as well as healthcare providers, NHS Trusts, the Department for Health & Social Care, and even No 10 during the COVID pandemic.

Bradley Edwards joined Patricia White's as the new Chief Operating Officer at the beginning of 2024. Bradley started his career in the retail sector and has worked for several well-known UK brands, namely Mars and Camelot the National Lottery. It was 10 years ago that Bradley transitioned to the social care sector and previously worked for Bupa, Sunrise Senior Living and Achieve Together in a variety of leadership roles.

When Bradley is not working, he is a dad of two teenage boys, Jack and Harry, a wife and the dog Poppy. He lives in Carnoustie, which is most famous for the Championship Golf Course. In Bradley’s spare time he likes to play golf and Ski.

Mark comes from a technology-based background, made from a combination of PwC (practice), IT and Satellites. However, joining the care sector, on a team that has a “mission to help people live longer, healthier lives in the comfort of their own homes” feels, to Mark, like a good thing to do on a human level and is a strong motivator for him. To add elderly relatives, including aging parents, gives Mark some context for the need for our services.

Experience wise, both sectors are parallel with a focus on quality of service and loyal customers/clients. Leading a finance team driving insight and growth is key for Mark, and simplification/focus on the KPIs that really matter are experiences he hopes to bring to the team. 

Mark is married with two children, Ellie (17) and Ben (16) and has a family dog. Family is a big part of the weekend. Mark and his wife are petrolheads so love all things cars, both driving (on track) and spectating—F1.

George has previously held sales and marketing roles across big brand names such as L’Oréal and Diageo. George first joined us as our interim Marketing Director back in March and has made a strong impact within the Marketing team to increase demand in our services. 

Having joined the Executive team permanently in July, he is now expanding his role to oversee our Client Service Advisory team and Business Development, as well as Marketing. 

George shares his life with his wife and daughter and enjoys hosting dinner parties for friends and family. George joins us with a wealth of experience across many industries and adds a new dynamic to the team.

Gemma Lock is the Head of Commercial at Trinity Homecare Group, where she drives Business Development, Client Services and Marketing initiatives. With over 15 years of experience in the healthcare sector, she specialises in business strategy and partnerships. Gemma joined Trinity Homecare in September 2023 as Head of Business Development and Partnerships and transitioned to her current role in June 2024.

She holds a BSc (Hons) in Business Management from Oxford Brookes University and is a qualified Financial Advisor. Her previous roles include working with England’s largest independent provider of NHS services, where she gained expertise in Clinical Governance, negotiation and Contract Management. Gemma has successfully forged local and national partnerships that enhance service delivery and community engagement.

At Trinity Homecare, she shapes company strategy and commercial objectives, leading business development initiatives and nurturing strategic partnerships. Gemma’s focus on generating Sales Qualified Leads (SQLs) and collaborating with digital marketing teams has enabled her to identify and capitalise on new market opportunities.

Her leadership style emphasises mentorship, high performance and aligning marketing efforts with business goals. Throughout her career, she has held senior roles at organisations like Elder Technologies, Newcross Healthcare and The Good Care Group, where she has driven growth and service innovation.

Outside of work, Gemma shares her life with her husband, Daniel, and their son, Harrison. With family in Switzerland, the enjoy skiing together in the winter and taking long walks. After a day on the slopes, they love to unwind with fondue and a glass of wine during après-ski.

Avril gets great satisfaction from her role, enabling clients to remain in the comfort of their home close to their loved ones. Avril joined Patricia Whites in 2017 as a Care Relationship Executive. Soon stepping up to a more senior role and now leading the team as the Operations Manager.

With an extensive background in customer service for the Airline and Cruise Ship industry, Avril ensures a very high level of tailored service is given when appropriately matching clients and carers, taking into consideration the clients complex needs and carer suitability. Avril always delivers a high standard of service for all parties and embodies the teams’ dedication and support.

Gemma is one of our Patricia Whites Client Relationship Executives. Gemma joined the team early in 2018. Bringing with her an excellent track record and experience as a Complaints Manager and Call Centre Supervisor for 8 years.

Gemma is passionate about her role and is very dedicated to always performing at her best. She love’s meeting the carers and thinks taking the time to get to know each of them on a more personal level, can make a real difference in being able to match them to the right assignments. Having been a carer prior to joining and having employed carers for her stepfather when he was diagnosed with a terminal illness, she has a genuine understanding of what is required from both sides to make the relationship between carer and client work.

Heena joined Patricia White’s in 2024 after completing her university degree, eager to start making a difference in the field of care. As a Care Coordinator, Heena has the opportunity to work closely with both clients and their carers, which she find incredibly fulfilling. Heena finds it rewarding, knowing her efforts directly impact the lives of the elderly or anyone else in need of care, helping to improve their well-being and quality of life. Heena takes great pride in being part of a team that is dedicated to making a meaningful difference in the lives of others. Heena is committed to providing the highest standard of care and support to all those who rely on us.

Joining the team in 2016 as a highly experienced Recruitment Executive, with a solid track record of accomplishing caseload targets Daniel has progressed through the business to now lead the recruitment team in sourcing the best carers for our business. A naturally hard working and resourceful individual, he thrives in busy and challenging environments where he can utilise his full skill set and extensive experience.

Also with Level 2 NVQ in IT, Daniel has a passion for technology and graphic design.