Meet some of the GKA team

Our team is at the heart of GKA and underpins our strong reputation in the industry for quality and expert project management.

Charlotte Cullen

Senior Account Manager

Charlotte is definitely a powerhouse in the GKA office, exuding energy and ideas, and always looking for creative solutions. Having spent more than 5 years in the GKA Fieldwork Team, she brings real-life experience and the practical application of research to her clients. Priding herself on being engaging and inquisitive, she always tries to get to know people beyond the project at hand. As queen of GKA socials, Charlotte enjoys taking the team out of their comfort zone, and ensuring they all have the best time! Away from work, you’ll find Charlotte pushing her limits at the gym, immersed in a good crime novel or exploring emerging authors at the Cheltenham Literature Festival.

Charlotte Cullen

Senior Account Manager

Simon Goodwin

Account Manager

Simon’s easy-going, honest, and approachable nature makes him a firm favourite in the GKA team. After 10 years at GKA, managing research projects from quote to conclusion, Simon’s consultative approach to clients means they always get experienced and valuable insights. Away from work, you’ll find Simon on the sidelines supporting his beloved Birmingham City or releasing his more flamboyant side, taking the lead role in productions like Guys and Dolls at his local amateur dramatic club.

Simon Goodwin

Account Manager

Alex Poyser

Quantitative Manager

Alex’s life before GKA was in analytics and this manifests itself in her systematic, process-orientated, and pragmatic approach to quantitative research. But she’s not all about the data: Alex’s professional, friendly, and investigative nature position her perfectly to engage with clients, find solutions and provide meaningful insights. As one of the sportiest members of the GKA team, you’ll find her on the tennis court, golf course or hitting the slopes in France. Travel and road trips feature heavily in Alex’s life: from the Devonshire coast and highways of California to the outback of Australia, she has a real taste for adventure!

Alex Poyser

Quantitative Manager

Adam Irwin

Managing Director

Adam is very much at the helm of GKA, providing strategic direction and operational support to the team, ensuring we always deliver for our clients. With over 16 years in the sector, Adam’s unique perspective and strategic mindset, combined with a logical and calm approach, is why he is so well respected in the industry. Adam also holds an active role in chairing the BHBIA Fieldwork Forum. When Adam’s not at work, you’ll find him enjoying the football, fine and not-so-fine dining, and being a Dad to three growing girls.

Adam Irwin

Managing Director

Jon Loose

Operations Director

Jon is a real driving force at GKA, bringing innovation, efficiency, and positive energy to the team, clients, and organisation. Strategic at his core, Jon energies new ideas, technical advances, and creative thinking. A people-person, Jon creates a culture of trust, support, and engagement, encouraging the team to collaborate, share experience and seek guidance in pursuit of continual improvement. Outside of the office, Jon can be found engrossed in all manner of sporting fixtures, running half marathons, or attempting to roll back the years in some five-a-side football. Writing, playing, and listening to music provides Jon with an outlet to express his more creative side.

Jon Loose

Operations Director

Zoe Smith

Head of Fieldwork

Zoe’s university education in Biomedical Sciences provides her with the perfect foundation for leading the Fieldwork Services Team. Across the board, Zoe is forward-thinking, solutions-driven, and an honest communicator. 8 years in, Zoe’s experience covering therapy areas, methodologies, and client objectives enables her to focus the team to always deliver more. Zoe’s drive comes from seeing the human effect of research, and the lasting difference our contribution can make to people in their day-to-day lives. Family-focused, away from work Zoe enjoys spoiling her nieces and nephews, before the open road calls for road trips around places like New Zealand, Japan, and the Caribbean.

Zoe Smith

Head of Fieldwork

Olivia Marshall

Project Manager

Olivia’s agile, logical, and collaborative approach to project management drives cohesion in her team and delivers real results for GKA’s clients. Olivia’s inspiration comes from delving into new therapy areas and seeing the effect GKA’s part in research has on long-term patient outcomes. Olivia’s organised, professional, and engaging nature makes connecting with her a productive and supportive experience. Away from the office, you’ll find Olivia on the netball court, exploring the southern states of America or channelling her inner star baker, creating tasty treats for friends and family.

Olivia Marshall

Project Manager

Sophie Wyatt

Project Coordinator

Sophie’s bubbly, engaging, and competitive nature drives her to get every project she manages over the line. Engaging with clients, participants, and the GKA team, Sophie’s natural and chatty demeanour means she always ensures she creates real and trusted relationships. Adaptive to change, Sophie strives in tackling new challenges, learning about conditions, and building her experience. Outside of work, Sophie enjoys trying out all the new places to eat. Acting as our office aficionado, the team enjoy their weekly restaurant critic reviews! To earn these restaurant treats, Sophie plays women’s league cricket as part of the Cheltenham Ladies’ Cricket Club.

Sophie Wyatt

Project Coordinator

Emily Whitehorne

Project Coordinator

Recently joining the GKA team, Emily brings a background in psychology and a real interest in human behaviours. With an approachable, insightful, and logical demeanour, Emily brings out the best in people, adapting her approach to meet the needs of participants and clients. Organised and supportive in nature, Emily really adds to the team dynamic. Away from the office, Emily enjoys soaking up the sights and sounds of European cities, stretching out in the yoga studio and showing off her culinary skills, whipping up some tasty baked treats.

Emily Whitehorne

Project Coordinator

Philippa Berry

Project Coordinator

New to GKA, Philippa’s open, warm and calm personality is already making a positive impact on participants, and the team. Methodical, motivated and with an eye for detail, Philippa brings extensive experience in working directly with members of the public, handling confidential information, and delivering complex projects in a variety of environments. From her degree in psychology, Philippa brings direct experience in recruiting participants, undertaking research, and making sense of complex data. Away from work, Philippa likes to get the knitting needles clicking as she winds down from the day.

Philippa Berry

Project Coordinator

Huw Davies

Research Manager

Huw’s engaging, driven, and perfectionist nature is powered by 18 years at GKA. His depth of understanding, coupled with a desire to always learn more, is reflected in every aspect of his approach to moderating, analysis and reporting on research. Adaptable to audience and circumstance alike, Huw brings out the best in people, creating lasting and valued relationships. Huw’s unique perspective, personal experience, and generous personality make him a real go-to for the GKA team. Away from the office, you’ll often find Huw with his friends training on their bikes in preparation to tackle the iconic mountain passes of various Grand Tours.

Huw Davies

Research Manager

Emma Holland

Marketing Manager

Emma brings creativity, big ideas, and fresh thinking to GKA. Taking charge of our social media, branding, and broader marketing activities, Emma brings a rounded and insightful perspective to GKA’s communications. Having spent 20 years working in education, charity, and now the healthcare sector, Emma’s motivation comes from working in organisations that have a bigger purpose. Outside of work, Emma is a keen traveller, fuelled by a year living in Spain, and her favourite destination has to be Australia! Back on British soil you’ll find her in the gym, trying out a new day spa, or catching up with friends.

Emma Holland

Marketing Manager