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Our team

The Money Advice Trust is led by a senior leadership team and wider management team. We also benefit from the knowledge and experience of our president, ambassadors and trustees who offer their time to help us achieve our vision.

Joanna Elson CBE CDir

Chief Executive

Joanna is Chief Executive of the Money Advice Trust, whose vision is to help people across the UK to tackle their debts and manage their money with confidence.

Previously, Joanna was Executive Director at the British Bankers’ Association running their policy department for personal and small business customers. Before that she was a House of Commons researcher and prior to that a primary school teacher.

In 2010, Joanna was awarded an OBE for services to people in debt.

Joanna is a director of the financial services trade association UK Finance, representing vulnerable consumers, Chair of the Advisory Panel at Birmingham University’s Centre on Household Assets and Savings Management, a selection panel member for the Open Banking for Good challenge (part of the Cabinet Office’s Inclusive Economy Partnership), a Commissioner for Energy UK’s Vulnerability Commission, and a member of the ABCUL/Lloyds Banking Group Grants Committee, the government’s Financial Inclusion Policy Forum and HM Treasury’s Home Finance Forum.

She is also Vice Chair of the Friends Provident Foundation, a Chartered Director and a Director of Fair 4 All Finance, which is using £55m of dormant account assets to improve financial inclusion.

She lives in North London with her husband, Simon Horne, who is a Headteacher, and their three daughters. In her spare time she reads, runs, cycles and climbs Munros (Scottish mountains over 1000m).

Contact Joanna

Najwa Al Abdallah

Director of Corporate Services

Najwa joined Money Advice Trust in July 2021 as Director of Corporate Services, and oversees the charity's finance, HR, business support and risk & compliance functions, as well as the collaborative work of the Trust as an organisation.

Growing up in a small village in Lebanon, in poverty and during the civil war, built Najwa’s resilience and passion to work for charities with focus on eliminating poverty. She has 21 years of experience working for several international NGOs around the world, overseeing finance, HR, IT and compliance and risk, and regularly blogs on issues such as fighting corruption in development and humanitarian aid organisations. She is an associate consultant at Humentum and is a Change Management Practitioner, Operational Excellence Practitioner, and Associate Member of the Certified Fraud Examiners.

Najwa was also recently appointed as a member of the board of trustees of International Rescue committee UK and is member of the Audit and Governance Committee.

Najwa is a humanist, and enjoys cooking, travelling, reading and dancing in her spare time. She lives in Kingston Upon Thames with her Irish Husband who is a music teacher.

David Cheadle MBA

Chief Operating Officer

David is responsible for the development and implementation of the Trust's strategy and the delivery of service provision. This includes via National Debtline and Business Debtline across all channels. He oversees the design of the client experience within the Money Advice Trust as well as working in collaboration with other organisations on how this can be improved across the sector.

Supporting this work, David has responsibility for the Trust’s digital and IT functions to ensure that technology works effectively for clients and complements the work of advisers. David is also responsible for the Trust's free debt training services through Wiseradviser to help to ensure a consistent, quality of advice across the sector via flexible and accessible training solutions as well as the Trust’s training and consultancy services which helps organisations to better understand and support their customers in vulnerable circumstances.

Jane Tully

Director of External Affairs and Partnerships

Jane oversees our external affairs and partnerships work, leading the public affairs, insight and business development teams. She is responsible for the Trust’s work to improve public policy and industry practice so that people can tackle their debts and manage their money with confidence, the promotion of the Trust’s own services and for championing the provision of free debt advice more widely. She also manages the Trust’s business development team, building partnerships with creditors and other funders, and the Innovation Grants programme, which funds innovative debt advice projects.

Previously, Jane led the policy and public affairs team at Charity Finance Group covering impact reporting, regulation and public service reform, and worked for the Charity Commission, managing the regulator’s support for charities during the economic downturn and their work on social investment. She has also worked in public affairs for NSPCC, campaigning on child protection and domestic abuse issues, and has experience in policy roles with both local government and international institutions. In addition to working professionally in the charity sector, she volunteers for a number of local community groups.