Barcud Housing Association is delighted to announce the appointment of two highly accomplished professionals to its Executive Leadership Team. Sara Woodall will join as Director of Communities, and Deina Hockenhull will step into the newly established role of Group Director of People and Insights.
These strategic appointments reflect Barcud HA’s commitment to strengthening its leadership and driving forward its mission to create vibrant, resilient communities through excellent tenant service, innovation, and inclusive engagement.
Sara Woodall, a recognised leader in customer service, housing and community engagement, brings over three decades of experience in local government, social housing, and consultancy. Most recently, serving as Director of Customer Experience at Connexus Housing Association, Sara was responsible for a broad portfolio that included tenancy management, homelessness, supported housing, outreach, young people’s services, and community investment for over 10,500 homes. She has also held senior roles at Accord Housing and GreenSquareAccord, and served as Chief Executive of Heantun HA.
Deina Hockenhull, a seasoned communications and customer service specialist, joins from Carmarthenshire County Council where she led strategic communications and engagement functions at the highest level, reporting directly to the Chief Executive. With 25 years’ experience in Welsh local government, Deina is widely respected for her ability to enhance services through digital platforms, data, and insights, and her skill in building strong relationships with communities, partners, and stakeholders. Her new role at Barcud will drive a forward-thinking approach to people development, insight-driven strategy, and tenant engagement.
Speaking on the appointments, Jason Jones, Chief Executive of Barcud, said:
“The Board and Leadership Team are thrilled to welcome Sara and Deina to Barcud. Their energy, depth of experience, and passion for people and communities is undeniable and a good fit for Barcud. These exciting new appointments herald the start of a new era at Barcud with innovation, inclusion, and making a lasting impact for our residents and the wider communities at the heart of everything we do.”
Barcud Housing Association looks forward to the journey ahead with a refreshed leadership team that is well placed to deliver on its commitment to providing