Jason Jones
Group Chief Executive
Jason joined Barcud in May 2024 as Chief Executive, providing strategic leadership to the organisation and working with the Board to deliver the association’s long-term vision for high quality homes, resilient communities and sustainable growth.
He brings more than 25 years of senior experience across the private and public sectors, with a strong track record in property, housing and regeneration. A qualified Chartered Surveyor, he began his career in estate management and property consultancy, developing extensive expertise in asset
management, development and strategic property investment.
More recently, he has successfully provided strategic leadership to large and multidisciplinary teams, delivering economic growth in rural communities, with
particular emphasis on sustainable regeneration and the promotion of the Welsh language. His professional background and leadership experience strongly align with Barcud’s social purpose and tenant-focused mission, positioning
the organisation well to address the opportunities and challenges facing rural
communities.
Kate is a CIPFA qualified accountant who has worked for over 20 years in the Local Authority and Housing Sectors. She provides strategic leadership, and executive responsibility in the delivery
of financial management, treasury management and ensuring the financial wellbeing of Barcud and our subsidiary companies.
A large part of her role is managing the highest standards of governance and ensuring that our investment in new build developments and green infrastructure provides the best possible value for money where it is most needed.
Kate is Chair of the Dyfed Powys Police Joint Audit Committee and is currently studying for a Masters in Business Administration with Birmingham University.
During the last 30 years, Llŷr has worked for commercial
companies, a Local Authority and Housing Associations.
Currently he is responsible for maintenance, Capital investment
in our stock, which includes Welsh Housing Quality Standards, as well as Health & Safety and landlord compliance. Llŷr also
oversees Medra, our internal maintenance team, and our commercial subsidiary
EOM (Electrical Contractors) Ltd.
Llŷr has an Honours Degree in Building Technology and Management and is a fluent Welsh speaker.
Sara Woodall
Director of Communities
Housing management and community investment specialist.
Sara has a law degree and has worked in social housing for all of her career in a wide variety of roles. Sara has nearly 40 years’ experience in a wide range of housing-related disciplines across local authorities as well as both large national and small
regional housing providers. She has been in both director and CEO positions for 25 years. Sara has also undertaken training and consultancy as well as conference and public speaking. She is passionate about tackling injustice and in supporting individuals and communities. She is experienced in partnership working and in innovative approaches to funding.
Sara has worked with both rural and urban communities across Wales and England and understands the respective challenges faced by vulnerable households. Sara is also a NED for a small supported housing provider in Birmingham.
Deina Hockenhull
Deina is a senior communications and engagement professional
with over 25 years’ experience in Welsh local government. She
joined Barcud from Carmarthenshire County Council.
Throughout her career, Deina has built a strong reputation for
modernising public services through digital platforms, data insight, and effective stakeholder engagement. She has successfully led high performing teams and delivered innovative approaches to communications, community engagement, and customer insight.
At Barcud, Deina is helping shape a forward-thinking approach to people
development and is developing an insight-driven strategy to strengthen tenant engagement and service delivery.
A fluent Welsh speaker born and raised in Ceredigion, she understands the Barcud area well and is actively involved in local volunteering and community groups.