We currently have four directors each bringing something different to Embrace PFC CIC, check out their profiles below:

Emma Roache PCC – CEO – Founder – Coach


Emma is a professional certified coach and has her own successful coaching practice, having a passion for working with people and making a real difference and as a result using her personal and professional experience founded Embrace PFC CIC.

Emma had a difficult childhood and was made homeless at the age of 16, but found the drive to continue with her studies in the face of adversity.  Emma worked in financial services for a number of years, before moving into the voluntary sector, firstly working as an outreach worker for a Women’s Organisation in Norwich, before taking time out to travel the world, upon her return supporting individuals with complex brain injuries and working with high risk offenders within in the probation service.

Emma is a fellow of the School for Social Entrepreneurs and has recently completed an honours degree in Combined Social Science and Criminology.  Outside of work Emma can be found at Carrow Road supporting Norwich City FC, taking walks on the beach or doing yoga.


Duncan Jay – Non-Executive Director


Duncan is a Tax Consultant and partner in an accountancy practice, HSA Accountants and Tax Specialists. He has a great deal of experience in the field having worked for eight years with HM Revenue & Customs from 1978, followed by seventeen years employed at various levels in tax departments of firms of accountants before carrying out a management buyout to start his own practice in 2003.

Away from work, his passions are boats – sailing his boat around the UK coast and near continent and music – he is the lead singer and rhythm guitarist in a blues/rock band.


Kerry Skelding – Non-Executive Director and Chair of the Board


Kerry is an experienced Manager and Trainer who has worked in a diverse range of organisations in both private and voluntary sectors.  17 years in the private sector for a National Utility Company followed by 7.5 years in the voluntary sector before going freelance, working for several diverse organisations, which led me to becoming a foster carer.  In the last 5 years Kerry has returned to private sector organisations, but has still retained her links with the voluntary sector and often works pro-bono to support local non profit organisations.

In her spare time Kerry enjoys photography, cycling, camping and a cheeky G & T.  Can often be found driving the lanes of Norfolk in her convertible, always with the roof off…unless it’s raining!




Mark Brimson – Non-Executive Director


Mark is a experienced sales professional who has spent the best part of a decade working in the merchant services industry.  He is currently taking a break and re-training to pursue other passions within the business world.

Mark is also one of the team behind Duggystone Radio and can be heard on the stations breakfast show and sport show during the week. Mark’s other weakness is his love of Bristol Rovers and after 41 years supporting them, he doesn’t expect that to change any time soon.