Our team

Ross leads Embrace Steel Group as Chief Executive Officer, overseeing strategic growth, operational excellence and innovation across the business. With a strong background in commercial leadership and financial management within the construction and steel industries, Ross has already played a pivotal role in shaping the group’s expansion and strengthening its market position. He is focused on driving collaboration, efficiency and value throughout every stage of project delivery.

Core Skills: Leadership, Strategy, Financial Management, Operations, Business Growth.

Gemma Lennon is an experienced business development, marketing and communications professional with a strong track record in supporting growth and brand development across the construction and steel sectors. At Embrace Steel Group, Gemma leads the Group’s business development and marketing activities, supporting portfolio businesses with strategic communications, stakeholder engagement, digital marketing and brand positioning initiatives. She has played a key role in strengthening the Group’s market presence and enhancing visibility across the UK construction industry.

Core Skills: Business Development, Marketing Strategy, Communications, Brand Development.

Francesca Alderson is an experienced Group Executive Assistant with a strong background in executive coordination, project support and finance administration within fast-paced business environments. Supporting directors and senior leadership teams across the Group, Francesca plays a key role in ensuring the smooth day-to-day operation of business activities, providing organisational support across administration, project coordination and internal communications. She is passionate about efficiency, organisation and helping teams operate effectively across the wider Group.

Core Skills: Executive Coordination, Project Support, Finance Administration, Organisational Management.

Amy Parker is a business development and contracts professional at Hambleton Steel with experience supporting commercial activities, client relationships and project coordination across the structural steel sector. Alongside her role within Hambleton Steel, Amy also supports wider group marketing and business development initiatives across the Embrace Steel Group, assisting with stakeholder engagement, communications and group-wide business activities.

Core Skills: Business Development, Client Relationships, Contracts Coordination, Communications.

Simon brings extensive experience in financial and strategic leadership across industrial and construction sectors. Simon has worked with a wide range of growth-focused businesses to enhance performance and unlock long-term value. His perspective and commercial insight will be invaluable as we continue to strengthen our operations and pursue new opportunities.

Martin Kelly is a highly experienced construction and engineering industry leader with a strong track record in strategic growth, operational improvement and business transformation. He has held senior leadership and advisory roles across the UK construction sector, including within major steel and infrastructure businesses, where he has supported growth initiatives, acquisitions and long-term value creation.

As Non-Executive Director at Embrace Steel Group, Martin provides strategic guidance and commercial insight to support the Group’s continued development and ambitious growth plans across the UK steel and construction markets.

Richard brings over three decades worth of experience in leading and advising ambitious UK businesses on growth and transformational change with significant leadership experience gained across a range of sectors including distribution, food, building products, energy and agriculture. Between 2007 to 2023, Richard was Chief Executive of the NWF Group, an AIM-listed, specialist distributor of fuel, food and feed across the UK. During his tenure, the NWF Group became a £1 billion annual revenue business with over 1,300 employees and an impressive £125m market capitalisation.

Experienced executive with proven track record leading global sales teams.

Director of various enterprises, with a track record of achieving significant sales growth. Most recently elevated to the position of Global Sales Director for a specialised venture, augmenting sales from $70 million to $200 million

Core Skills: Sales, Management, Recruitment, M&A.

Chartered Accountant with 20+ years leadership experience. Grew manufacturing business by factor of 10 through organic growth and acquisition.

Start up B2C business with £15m turnover within 3 years.

Core Skills: Financial Management, Manufacturing, M&A, Roll-Ups, Partnerships. 

Experienced executive with background in steel fabrication, travel and real estate.

Operations Director of a steel fabrication business at 26. Founder of start up B2C business through to complete exit in 2020.

Core Skills: Operations, Management, Manufacturing, M&A.

Entrepreneur Investor with experience across multiple sectors in the UK and abroad Manufacturing, engineering, property, digital, tech and renewables.

Lateral thinking problem solver.

Core skills: Business development, M&A and investor returns.