The UK'sTrusted Partner for Growth Hub & Grant Delivery

Geoff Baxter founded Smarter Society in 2017 to help government and local authorities deliver more effective grant and business support programmes. With extensive experience in business support and grant scheme design and delivery, Geoff is recognised as one of the UK’s leading experts in the field.

Before founding Smarter Society, Geoff worked as a Management Consultant specialising in procurement and supply chain transformation, advising both public and private sector clients. He is a Fellow of the Chartered Institute of Procurement & Supply (FCIPS) and brings a deep understanding of how well-structured funding programmes can drive local economic growth and social value.

Jen oversees the development and delivery of large-scale grant and business support programmes, ensuring they run efficiently and deliver real impact for businesses and communities. She has extensive experience working with a wide range of Government clients, bringing strong operational expertise and a deep understanding of public-funded programme management. Before joining Smarter Society, Jen built her career in social care, where she developed a passion for supporting people and creating systems that make a difference.

Mike provides strategic guidance and challenge to the Smarter Society leadership team, helping to shape the organisation’s long-term vision and direction. With a strong background in business transformation and innovation, he brings valuable insight into how organisations can adapt, grow, and stay resilient in a rapidly changing environment. His experience across multiple sectors ensures Smarter Society continues to evolve and deliver meaningful impact for the communities and clients it serves.

Danielle leads event marketing and the development of FounderHut, Smarter Society’s entrepreneur-facing brand. She has delivered more than 50 successful business and community events, helping connect founders, content creators, and local networks across the UK. Danielle is focused on positioning FounderHut as the leading business support tool for modern entrepreneurs.

Before joining Smarter Society, Danielle worked in banking and later founded her own business support agency, giving her a unique blend of corporate insight and hands-on entrepreneurial experience.

Brian joined Smarter Society in 2022 and leads on account management across our key programmes and partnerships. With a background in retail management and extensive experience developing large-scale training and engagement initiatives, he brings strong relationship-building skills and a practical understanding of business operations. Brian plays a central role in ensuring our clients and partners receive exceptional service and lasting value from every project.

Holly manages the marketing we deliver on behalf of our client programmes, ensuring every campaign connects effectively with local business audiences. She is an expert in understanding the needs of small business owners and start-up founders, creating engaging content and communications that inspire action. Holly’s insight and creativity help our programmes build strong visibility and meaningful relationships within the business community.

Annastasia joined Smarter Society with over twenty years of experience in local government. She has managed a wide range of projects, developing expertise in service planning, programme delivery, and customer support. An expert in government reporting and data management, Annastasia holds a Master’s degree in Information Systems and brings a strong analytical approach to her work, ensuring our programmes deliver measurable impact and value for money.

Lauren Maxwell is an experienced Business Support Manager with a background in customer engagement and project delivery across both public and private sectors. She is skilled in building strong relationships with local businesses and helping them access the right advice, funding, and growth opportunities. Lauren brings a practical, solutions-focused approach to every interaction, ensuring that businesses receive clear, actionable support that makes a measurable difference.

Paulyne Martin is an experienced Business Support Manager with a strong background in customer service, community engagement, and business development. She has worked across a range of sectors supporting entrepreneurs, small businesses, and local organisations to achieve their goals. Known for her approachable style and practical problem-solving, Paulyne focuses on helping businesses identify opportunities, overcome challenges, and build for long-term growth.

Before joining Smarter Society, Sarah Winterbone worked as a teacher and successfully ran her own tutoring business. Her experience in education and entrepreneurship gives her a unique perspective on the challenges faced by small business owners and those starting out. Sarah brings strong communication skills, empathy, and a practical understanding of business development to her role, helping founders build confidence and achieve sustainable growth.