For founders and leadership teams who need someone they can trust completely.
Fractional · Interim · Part-time · Remote
Get in touch
About
About
I provide structured support to founders and senior leaders — organising and managing the things that matter, building the processes that stick, and making sure priorities actually move forward.
My background is executive support and business operations. Over ten years I've worked in fast-growing hospitality, property and media businesses, in senior support roles to founders and leadership teams. That includes everything from keeping their time, communication, and decision-making clear and protected, through to driving projects and operational priorities across the business. I know how to hold a lot at once, stay calm when things constantly shift, and deliver on time.
Comfortable across Microsoft 365, Google Workspace, Calendly, ChatGPT/Claude/Gemini, Fireflies.ai, Notion, Atlassian software, Slack, Loom and more.
I take on fractional, interim and defined-scope engagements. Typically structured across two to four days' equivalent capacity per week, remote, with flexibility built in. I also provide private and personal assistant services for senior leaders who need that kind of trusted, discreet support.
What I Do
What I Do
Executive Support
Inbox and diary management; board preparation; investor communications; travel coordination; expense management; event planning; and briefing documents. Delivered at a senior level, with judgement and operational oversight.
Business Operations
Systems, processes and project delivery that allow leadership teams to stay focused on what matters. From T&E infrastructure to team onboarding frameworks to cross-functional project tracking.
Private & Personal Support
Healthcare; family logistics; household finances; private travel; and sensitive personal arrangements. Trusted, confidential support for senior leaders managing complex lives — fully remote, and handled with complete discretion.
Who I Work With
Who I Work With
I tend to work best with founder-led businesses of roughly 2–50 people, usually at a point of growth, transition or change. Often where leadership are in need of structured senior operational support.
On the personal side, I typically support C-suite leaders and founders who need a trusted person for the parts of their life that don't fit neatly into an office PA role.
If you're not sure whether that sounds like you, it probably does.
Why Fractional
Why Fractional
Most senior leaders hire a full-time EA or make do without one. There's rarely a conversation about what's in between, but there should be.
The reality is that often 40+ hours of EA support a week isn't needed. What is needed is the right support, at the right moments, handled by someone senior enough to own it without being managed.
Fractional makes that possible. Someone who already knows how to run board prep, own an inbox, build a process from scratch, and deal with whatever lands — available within agreed engagement parameters, without a six-month settling-in period. More experience than a full-time junior hire, a fraction of the cost, none of the overhead.
The same logic applies to personal support. Many senior leaders need someone trusted for complex personal logistics, but not a full-time hire. A fractional arrangement gives you exactly the right level of discreet, senior support, without the overhead.
How I've Worked in Practice
How I've Worked in Practice
F1® Arcade
Head of Business Operations & Executive Support
F1® Arcade was a start-up growing fast, opening venues internationally and building its leadership infrastructure at pace. I came in to own the EA and central operations function. My highlights were delivering £155k in savings against a £540k annual budget in six months; supporting five international venue launches; building the business ops and EA team from one person to six; designing the company's travel & expense system from scratch; and creating the company's ESG strategy. Alongside I managed executive inboxes; fundraising rounds; board meeting materials and processes; supported leadership communications; and completed three office moves.
D&D London
EA to Co-Founders, CEO & COO
D&D London was one of the UK's leading restaurant groups, and I joined at one of its most demanding moments — supporting the leadership team through COVID-19 and the recovery that followed. That meant managing complex international schedules and high-volume stakeholder engagement; supporting the board and banking workstreams during restructuring process; coordinating materials; and keeping the process moving under pressure.
Dentsu Aegis Network
Executive Assistant to Global Directors
Dentsu Aegis Network is one of the world's largest media and communications groups. I worked alongside multiple Global Directors through a major finance and HR transformation. Completing board-level reporting, strategic documentation and keeping senior stakeholders aligned across business units. Alongside that, I managed the transformation office directly: a team of 250+ people and contractors, leading the rollout of agile working practices and cultural initiatives across the programme. The ability to hold a lot simultaneously really mattered.
A note on private work
Some of the work I'm most proud of isn't something I can describe publicly. If you're looking for trusted personal support and want to understand what that looks like in practice, I'm happy to talk.
What People Say
"Annabel was Executive Assistant to both myself and Adam Breeden, Founder & CEO of F1 Arcade, through the startup phase of the business and into a period of super rapid growth. She went far beyond traditional EA responsibilities, becoming a hugely trusted operational partner across the business. Alongside managing complex diaries, inboxes and travel, she coordinated workstreams, drove actions and follow-ups from leadership meetings, and helped keep multiple priorities moving at pace.Diane Jervis · Co-Founder & Global President, F1 Arcade
Annabel brings real professionalism, maturity and positive energy. She is proactive, dependable and incredibly capable under pressure, while also being a genuinely lovely person to work with."
"Annabel worked particularly closely with me during the COVID-19 period, often around the clock, preparing and presenting detailed plans to shareholders and lenders. Her organisational skills, attention to detail, and calm efficiency under pressure were instrumental in ensuring that these plans were delivered to the highest standard. Annabel is a hardworking, diligent, and highly personable individual. She brings not only professionalism and reliability, but also a much-needed sense of humour and positivity—qualities that were invaluable during challenging times."Des Gunewardena · Chairman & CEO, D&D London
"Annabel is an experienced Executive Assistant who I would highly recommend. She supported me in a highly complex programme where she glided through difficult challenges with ease and flair. She is organised, builds great relationships, navigates tough water and most of all has a personality and sense of humour which makes her just lovely to work with. She was a trusted confidante and I would have no hesitation in working with her again."Caroline Mellor FCIPD · Global HR Professional, Dentsu
"Annabel worked to support our SLT with a HR & finance transformation programme. I would recommend Annabel very highly. She's sensible and organised but more importantly she's great fun — a real team player, always happy to get involved regardless of role or remit. She really does help lift the team spirit and bring a smile to work. Just brilliant."Steven Gedge · Programme Director, Dentsu
How it Works
How it Works
You tell me what's not working and what you'd hand off if you could — I'll ask the right questions and we'll work out together whether I'm the right fit.
We agree scope, days and a start date. Most engagements run on a retainer basis — typically two to four days a week, with flexibility to adjust as things change. For defined projects, a project fee can also work well. Private and personal support can be arranged on an hourly basis, reflecting the nature of that work.
From day one I get up to speed quickly and begin picking up the things you want off your plate, supporting where it's most needed. Most clients feel the difference within the first week.
Rates are discussed on enquiry and depend on scope and engagement type.
Get In Touch
Whether you're looking for senior operational support, executive assistance, or someone you can trust with the more personal side of things — I'm happy to have a conversation.
Most people aren't sure exactly what they need until we talk. Drop me a message and we can go from there.
Send a message