Meet our team of executives

Martin Jones, CEO

Martin is responsible for leading the entire UK operation. When his father became seriously ill, Martin experienced first-hand the varied and sometimes poor levels of care in the UK. Martin wanted to join an environment where he could help to make a difference to the lives of other older people and their families and came to Home Instead in September 2011. Martin’s role is to continue the development of the brand in the UK, helping establish Home Instead as the UK's most admired care company and as an employer of choice within the sector. Alongside his passion to support families to enable their loved ones to live independently at home, he is dedicated to providing job opportunities that are fulfilling and which make best use of people’s skills and experience. He is an active member of Business in the Community's Age at Work leadership team, championing the role of older workers. Martin is also a trustee on the board of The Care Workers Charity, which exists to support the welfare of current, former and retired care workers.

Home Instead's managing director in the UK, Martin Jones

Katie Furey, Director of Operations

Katie used to work for large banking organisations where, as a Senior Relationship Manager with Area Manager responsibilities, she was accountable for new business and ongoing relationship management ensuring maximum returns for her clients. She also supported a regional team of Relationship Managers. Katie is responsible for ensuring each new Home Instead franchise is fully supported by her team of Business Performance Managers as well as helping to shape the future strategy of Business Support and Performance and championing the growth of the franchise network. Katie ensures the structure of the team is well placed to best serve the needs of each franchise owner and their team.

Head of business performance at Home Instead UK, Katie Furey

Ruth Brown, Director of Business Development

Ruth has worked in franchising since graduating from university. She was latterly with Thorntons, where she was Franchise Recruitment Manager, and was responsible for growth of the franchise channel by opening new franchise stores. Ruth is responsible for  recruiting fantastic new franchise owners and guiding them through the set-up process and early business development. Ruth’s role also encompasses the mentoring of owners through the process of resale consideration and for franchise agreement renewals. She joined Home Instead in March 2010.

Head of development at Home Instead UK, Ruth Brown

Michelle Begley, Head of Marketing

Michelle has worked in the marketing sector for over 20 years. She started her career in the press office at Mothercare, moving into the role of Marketing Manager where she was responsible for all public marketing communications. After 6 years working at Mothercare, Michelle moved to Wickes and while working there gained her MBA. She has worked with a range of other retail brands including Pets at Home and T. J. Hughes. Working in such diverse roles, Michelle has the experience of working with all forms of marketing communications. Michelle is responsible for developing the strategic direction of the Home Instead brand across the UK.

Head of marketing at Home Instead UK, Michelle Begley

Tom Robinson, Director of Finance

Tom Robinson was appointed by Home Instead in 2013. Tom started his accounting career with Morris & Co. and while working there became a fellow member of the Association of Accounting Technicians and the Association of Chartered Certified Accountants. Tom has acted for various other companies in the franchising world, including Interlink Express, Cartridge World and Driver Hire. In 2007 Home Instead became a client of Morris & Co. where Tom was responsible for managing the account. While working as Home Instead’s external accountant, Tom not only acted for the franchisor, but over 40 franchise offices as well. After 6 years of working externally with Home Instead, Tom joined the team, bringing an interesting knowledge mix with both perspectives of franchisor and franchisee.

Tom Robinson, financial controller for Home Instead UK

Natalia Lewis, Legal Counsel

Prior to Home Instead, Natalia worked for Hamilton Pratt for over 7 years. During her time at Hamilton Pratt, she contributed to a number of franchising legal publications including the American Bar Association Publications. Natalia attained a degree in Law with German Law at the University of Warwick and a Legal Practice Course at the University of Law. She specialises in franchising, commercial and intellectual property law and has spoken at many BFA seminars aimed at new franchisees and new franchisors.

Home Instead's legal counsel in the UK, Natalia Lewis

Karen Dakin, Head of People

Karen is responsible for strategically leading the HR agenda to support business growth and performance. Karen has extensive experience in the retail sector for large household brands such as B&Q and Dixons, who have best in class people practices. More recently, Karen was Head of Central Services at Virgin Care Ltd, who provide front-line NHS and social care services across England. Here, Karen was responsible for overseeing all aspects of reward, employee relations, guiding leaders and developing the workforce company wide. Karen's specialisms include helping leaders be at their best, recruitment, engagement, coaching and change management. At Home Instead, Karen’s key remit is to establish Home Instead Senior Care as a recognised Employer of Choice in the UK, a place people aspire to work for, work with, or recommend. In this role she will develop initiatives that will help improve recruitment and retention.

Head of people at Home Instead UK, Karen Dakin

Sadie Boundy, Head of Special Projects

Sadie has been with Home Instead since January 2006. Sadie joined the company as a CAREGiver in the Chester franchise and soon moved into the office to help with various office-based roles before the company started franchising. She has since used her first-hand knowledge from each level of the business in supporting the franchise owners in their day to day queries going on to specialise in IT systems. Sadie managed the IT team and IT support functions for the network and brought her Home Instead experience to the table in the scoping and acquisition of systems before moving into project management. Sadie’s role is to oversee critical projects across the organisation, taking them through from ideas to results, directly influencing and shaping the progress and development of the business.

Sadie Boundy, head of special projects at Home Instead UK

Rob Tovey, Head of Quality

Rob started his social care career in 1982 as a residential child care worker in Enfield. After eight years of “front line” support work, Rob progressed through the management ranks, firstly with NACRO Supported Housing as both Project Leader and Regional Manager. He has been a director or CEO of three different charities, including serving ten years as CEO of Bethphage, a learning disability specialist provider in the West Midlands and Shropshire. Rob joined CQC as Head of Inspection for Adult Social Care in the North-West in 2014 where he helped roll out the new inspection methodology. After three years with the regulator, Rob returned to the provider side as Head of Quality with Home Instead Senior Care. His social care experience includes working with children, young homeless people, ex-offenders, children with life limiting conditions, adults with learning and physical disabilities and, most recently, older people. His particular interests are in making the voice of clients heard, partnerships with researchers to demonstrate the impact and value of homecare, the development of front line staff and an uncompromising approach to quality.

Rob Tovey

Mark Laing, Director of Innovation

Mark is a highly skilled research and development executive with more than 30 years’ experience working at international brands in OTC and FMCG sectors. During his career, Mark has successfully led teams in food, household products, personal care, medicinal and packaging areas. In his most recent role at PZ Cussons Ltd, he was responsible for global innovation and project pipelines for personal wash brands Imperial Leather, Carex and Original Source. He also introduced key technological advances and developed and patented new products for a number of brands.

With strong technical and business experience, Mark will lead innovation projects and drive the technology strategy at Home Instead Senior Care.

Photo of Mark Laing Director of Innovation
Male CAREGiver drinking tea with an elderly man at home
Elderly male drinking tea and chatting with CAREgiver