About

Nicky is a motivated, competent, and driven organisational thought leader with a unique blend of experience in leading national organisations in strategic development, operational delivery, and service transition. She is a mentor to established and emerging leaders, a scholarly researcher and academic supervisor.

​Motivated to improve social justice and outcomes, for nearly three decades, she has dedicated her time to the voluntary sector commencing as a frontline Social Worker through to executive leadership within two leading social care national charities. Throughout this time, she has pioneered new models and approaches for improving impact and social outcomes, with achievements in the fields of crime prevention, children’s social care and adult services.

​Over the last decade, she has led national operations for a large disability charity, delivering on growth and strategic development, and overseeing complex transformational change. It is here that she has led on strategic design and exploration programmes to advance innovation in services, an approach based on concept development using data and insight to inform future strategy.

​As a third sector leader, Nicky has led collaboration with national and international organisations, created partnerships with Government agencies such as NHSE, as well as advising on ministerial policy. Her recent academic doctoral research on organisational ambidexterity within the charity sector, represents important new knowledge for the sector and beyond, and is significant for those organisations managing the competing challenges of maintaining efficiency in the short term, and undergoing transformational change for long-term sustainability.

Nicky was appointed to Chester Business School as a Senior Lecturer in Leadership and Professional Development in 2024. Her areas of supervision include Doctorate and Masters Level Business Administration Post-graduate research and she teaches strategic management and third sector education. Nicky is also a Fellow of the Chartered Management Institute.

​Nicky co-founded Birch Tree Associates Ltd. in May 2024 to support social outcome organisations to transform into tangible opportunities for growth. In collaboration with Matthew Lee, their approach is grounded in core values of people-first, innovation, inclusivity, and reflexivity. Clients include those seeking strategic development, operational efficiency, and leadership development.

​Nicky lives in Chester, Cheshire and outside of her professional roles enjoys rural living with her beloved Bernese Mountain dog; spending time with friends; caring for family; and enjoying the great outdoors.

Matt is dedicated to creating a more effective world through innovative thinking and a passion for social impact. With 20 years of experience in foresight, strategy, operational design, delivery, and innovation, Matt excels at leading initiatives that challenge assumptions and enhance sector outcomes.

Matt's drive to create meaningful change stems from a deep-rooted commitment to creating a more effective world and a belief in the power of strategic foresight. He is passionate about helping individuals and organisations navigate complexity and embrace future opportunities. His motivation is fuelled by a desire to see organisations not just survive but thrive in an ever-evolving world.

Matt’s expertise lies in crafting and implementing data-driven strategies that anticipate future trends and foster sustainable growth; designing impact measures that improve services and support commissioners; and developing innovation programmes that improve outcomes and increase efficiency.

As a researcher, Matt has designed and developed both quantitative and qualitative research programs focused on improving the lives of veterans with visual impairments, leading to impactful publications on topics like remote rehabilitation, the prevalence of sight loss in veterans, and the experiences of those with Charles Bonnet syndrome.

At Birch Tree Associates, Matt collaborates with Dr. Nicky Shaw to provide tailored solutions that transform challenges into opportunities. Their approach is grounded in core values of people-first, innovation, inclusivity, and reflexivity. Matt helps organisations to transform thinking, develop future-focused disruptive strategies and deliver change programs.

Outside his professional life, Matt is an avid mountain walker and a lifelong learner, always seeking new knowledge through both formal education and personal exploration. Currently pursuing a PhD based on published work, his commitment to continuous learning and exploration drives his dedication to helping organisations and their leaders achieve their full potential.

Matt's deep-rooted commitment to creating a more effective world, coupled with his extensive experience and innovative approach, makes him an invaluable partner for organisations navigating complexity and aiming for sustainable growth.