Meet the GSF Board

As Founder and Chair of the UK’s National Gold Standards Framework (GSF) Centre in End-of-Life Care and Lead for GSF International and the African charity work, Keri is regarded as “one of the most influential people in the field of EOLC nationally and internationally” (RCGP citation 2017). Working clinically as a GP and in hospices for over 30 years, she was formerly the UK’s Dept of Health National Clinical Lead Palliative/EOLC, RCGP EOLC Lead and Hon Professor in End of Life care at Birmingham University. GSF was spread across the UK (98% GP practices GSF trained by 2009, thousands of teams in health and social care trained in multiple settings) influencing national policy and improving EOLC provision. Twenty five years on, GSF remains the UK’s leading EOLC training provider for generalist frontline teams. She wrote ‘Caring for the Dying at Home’ 2003, edited two editions of ‘Advance Care Planning in End of Life Care’ (OUP 2016) and lectures and publishes extensively. Keri’s awards include an OBE from the Queen for services to EOLC, RCGP President’s Medal, FMLM Senior Fellow but her greatest achievements are as wife and mother of 5 children and 4 grandchildren.

Alison has extensive experience across both corporate and the not-for-profit sector.  Alison’s previous roles have included senior marketing positions at American Express and a number of sales and marketing roles at Esso, where she joined as a graduate in the Retail division. 

 More recently Alison was MD at Mental Health at Work CIC, joining at its inception, bringing her combined expertise across workplace settings as a marketing and business development professional and an experienced people leader to the mission of increasing awareness and education which facilitates conversations about mental health within the workplace and can change working lives. 

She has held a number of positions in the third sector, including business development within a housing trust and has contributed to boards in the leisure and education sector in a voluntary capacity. 

 Alison is passionate about helping organisations bring knowledge and skills to their workplaces and having experienced the excellent end of life care given to a close family member is motivated to bring her skills and experience to Gold Standards Framework to ensure continued growth, enabling as many people as possible to have the best end of life support across every setting. 

As a seasoned entrepreneur and dedicated care provider, I have been passionately engaged in the care sector since 2004, beginning my career as a Care Giver. This role was profoundly influenced by personal experiences, which fuelled my commitment to elevating care standards. My journey has been recognised with several accolades, including Entrepreneur of the Year and Business Growth of the Year, highlighting my dedication to excellence and innovation within the field.



Over the past two decades, I have developed an extensive understanding of the care industry, successfully leading ventures across London and the South of England. My ability to transform challenges into opportunities for growth has not only driven my business successes but has also markedly improved the quality and delivery of care services.



As a certified Business Mentor, my approach incorporates practical, proven strategies tailored to meet the unique challenges of the care sector. My leadership at Blue Angel Care exemplifies my commitment to fostering a culture of excellence. I am a strong advocate for collaborative growth and am eager to share the insights that have led to significant enhancements in both care standards and business performance. I am thrilled to bring my expertise to The Gold Standards Framework, with the aim of advancing care practices nationally.

David qualified as a Chartered Accountant in 1978 and worked in a number of industries in financial and commercial roles until joining the NHS as Director of Finance and Commissioning in Ealing HA in 1990.

He has worked in healthcare ever since, acting as CEO of Ealing HA before moving into the acute sector as CEO at Chelsea & Westminster, St. Mary’s Hospital and Oxford University Hospitals up until 2003. From then he worked in innovating new models of care in the private sector, winning 5 Independent Sector Treatment Centres bids from the Department of Health. David moved to a Corporate Development Director role for Hamad Medical Corporation in Qatar from 2011 to 2017 where he was also a Ministerial adviser on public-private hospital policy.

He rejoined the NHS as Trust Chair at Maidstone & Tunbridge Wells from 2017 to 2024 and was Chair of Trustees for Demelza Hospice Care for Children from 2018 to 2023. Moving from Kent back to Oxfordshire, David has been Chair of Buckinghamshire Healthcare NHS Trust since January 2022.

Jayne is a General Practitioner with a specialist interest in Palliative Medicine and End of Life Care. Jayne works as a practicing GP and as a hospital Palliative Care Specialist Doctor, alongside End of Life Care leadership roles. Jayne has previously worked in Southeast London and has experience of working within the hospice sector and community palliative care setting. Jayne is passionate about supporting patients to live well during the last stages of their life and supporting colleagues in providing excellent quality end of life care in a patient’s preferred place. Jayne has “grown up” in a way with GSF (Gold Standards Framework) with it being part of her medical training and something that has been an integral to her practice in Primary Care. Having personal experience of caring for a loved one at home in the last stages of their life, she is committed to driving change in improving end of life care and support for patients and families at the most challenging time.  

Helen is currently part time FD of In Kind Direct a charity tackling hygiene poverty in UK. Helen was previously CEO of St Christopher’s Hospice, and before that CEO of Nightingale Hammerson for nearly 9 years – a dementia and nursing care home charity serving the Jewish community in London. Nightingale House is one of the largest nursing homes in the UK with an Outstanding CQC rating; GSF Platinum; daily intergenerational activities with the on site nursery and care home education and research focus.

Prior to that Helen held senior management roles at the Diocese of London, Jewish Care, Multiple Sclerosis Society and Crisis within the Voluntary sector.She was for 6 years a Board member of Care England (Expert by Experience), 6 years trustee of NCVO (National Council for Voluntary Organisations), and trustee of CFG, RSCM, CAF and L’Ouverture.

I was motivated to join the Gold Standards Framework following the end of life experience of a family member in a non-accredited location.  Talking to homes who follow the GSF led me to understand what a Gold Standard level of care can mean.  It was very inspirational for me and is something I would like to be part of growing and developing.

I have worked in member organisations for the last 20 years, where I have led on engagement, marketing and growth initiatives for the benefit of members and the organisation.  I have run accreditation schemes and understand their governance and impartiality needs.  I hope to bring some of this knowledge and experience to GSF to support it in achieving its aims and fulfil its potential.

Shirley is a Registered Nurse and worked for 10 years in the NHS before joining the British Heart Foundation, where she developed its pioneering ‘Hearty Lives’ programme, which aimed to address obesity and inequalities for younger people. She has gone on to hold a variety of senior roles at organisations including the Retirement Villages Group and The ExtraCare Charitable Trust where she developed their wellbeing programme and implemented the Gold Standards Framework for all residents. She has a passion for innovation and technology within the care sector, implementing the wellbeing research from Aston University, designing an app for wellbeing and a validated frailty calculator for use with residents in retirement villages.