As Commercial Director, Elle oversees the marketing and commercial direction of JCM, ensuring the story, brand and message are consistent, protected and purposeful, and woven into all aspects of the JCM brand experience.

She leads the marketing function with a clear intention: to make sure JCM’s voice reaches the people it can genuinely help. From content creation and campaign planning to networking and highlighting the latest Zoho developments, she keeps the brand visible and aligned. However Elle's role goes far beyond marketing.

Working in close partnership with her sister Sara, Elle plays a key part in running and growing the business. She helps analyse and refine processes, improve efficiencies, support team development plans and explore new opportunities. Together, they focus on building sustainable, values-led growth - growth that feels right, not rushed - and ensure JCM will be around for many years to come.

A typical day for Elle involves switching between creative and strategic thinking, or “unscrambling her brain” as she describes. One moment she’s scheduling content or designing presentation materials for the team, the next she’s reviewing business performance with the board or optimising internal systems across HR, project management and reporting.

Elle’s journey into the business began at home where she watched her Dad build JCM from a spare bedroom, working late into the night. One day she simply asked if she could help and, not long after, a whiteboard session mapping out her strengths included one clear word: creative. From there, she took ownership of marketing, learning everything on the job and shaping the brand as it grew. Twelve years on, she still describes much of what she does as learning by doing, and refining as she goes.

Her strength lies in seeing the bigger picture and keeping the team aligned to the “why” behind their work. Her background as a climbing coach, combined with a Level 5 ILM Coaching and Mentoring qualification, has shaped her leadership style. Coaching has taught her patience, adaptability and how to think on her feet, skills that now help her stay calm and clear-headed in the midst of commercial complexity.

She takes real pride in seeing the JCM brand brought to life, whether through a presentation that exceeds expectations or ensuring every touchpoint reflects the standards she holds. Yes perfectionism occasionally shows up, but it really only comes from a place of care.

What matters most to Elle is that JCM remains family-centred. Growth for growth’s sake isn’t the goal. The priority is building something sustainable, where people genuinely look out for one another and clients feel that sense of care too. The fact that she and Sara enjoy spending time together outside of work is something people often find surprising, however for Elle, it’s simply an extension of the culture they’ve built.

When Elle isn't working on the business, she loves adventuring with her partner Matt and the dog, exploring forests and wild, quiet places, enjoying taking spontaneous trips away. Spending time outdoors gives her perspective and space to think.

For Elle, commercial success and human values are not opposites, they sit side by side and this sums up the true essence of what JCM is all about.