Three experienced business leaders join the SUMMIT Associate Programme

Business owners running solo or small companies across the North West now have access to SUMMIT's Sherpa marketing strategy programme through three newly appointed SUMMIT Associates.

Joanne Boyd, Louise Jooste, and Richard Webster are the first Associates to join SUMMIT’s licensed delivery model, which launched today following a training day at SUMMIT’s offices.

Each brings senior commercial experience from different sectors and will work directly with business owners who know their marketing isn’t keeping pace with their ambition.

Sherpa is a structured, hands-on programme that helps businesses define what makes them different, sharpen their positioning and message, and build a practical marketing plan they can act on. Until now, it has been delivered by SUMMIT’s in-house team and franchisees, primarily to businesses with leadership teams and turnover above £1m. 

The Associate model extends that same proven programme to founders and smaller businesses who face the same challenges but at an earlier stage of growth.

About the leaders:

Joanne Boyd spent 19 years at Kodak rising to VP of Marketing before holding senior leadership roles at Pitney Bowes and MICROS Retail. She has run her own consultancy, CJX Business Services, for six years, supporting SMEs across Lancashire and the wider North West with business planning, client strategy, and growth.

Louise Jooste brings over 20 years in commercial and sales leadership, most recently as Commercial Director at SetMenu. Her background spans hospitality, technology, and B2B services, with a track record of building sales strategies, aligning teams around clear priorities, and driving revenue growth.

Richard Webster is a strategic B2B copywriter and founder of W4E Ltd, specialising in helping engineering, manufacturing, and technology businesses communicate their value more clearly. Before moving into copywriting, he spent 14 years in manufacturing operations management followed by senior roles in recruitment consultancy. He is also a YAB - Your Affordable Board Leader within the SUMMIT network.

Andy Henderson, founder and director of SUMMIT, said: “Most business owners we meet know they have something worth selling.

"The problem is they can’t explain what makes them different, and their marketing runs on instinct rather than a plan. Sherpa fixes that.

"What Joanne, Louise, and Richard bring is the commercial experience to sit across the table from a business owner and have that conversation with credibility.

"They’ve all built things themselves. They understand the pressures. That matters more than any qualification.”

The SUMMIT Associate model is designed for experienced professionals who want to deliver a proven product under an established brand while maintaining their independence.

Associates are trained and supported by SUMMIT and deliver Sherpa sessions directly to business owners, helping them define their ideal customers, craft their value proposition, and build a campaign plan they can act on straight away.