ABOUT
MAXWELLIA
The Maxwellia team is a hub of switching expertise, founded, and led by self-care visionary and Maxwellia CEO, Anna Maxwell.
Our switch experts are drawn from GSK, Boots, J&J and Boehringer Ingelheim, whilst our commercial team bring experience from THG, Coca-Cola and Scholl.
At Maxwellia, we don't just know which products to switch, how to switch them, and bring them to market - we know how these products can be enhanced to make a real difference to people's lives.
INTERNATIONALLY RECOGNISED TEAM
Anna Maxwell
Founder & CEO
Anna is a visionary leader in the self-care industry, with a diverse background as an author, entrepreneur, pharmacist, and specialist in medicines reclassification and marketing commercialisation. With a deep commitment to improving healthcare access, Anna is dedicated to breaking down barriers to essential medicines and empowering individuals to take control of their health.
As the driving force behind Maxwellia, she is spearheading innovative efforts to bring game-changing products to market, challenging the status quo and paving the way for a future where self-care is more accessible and inclusive. A Fellow of the Royal Pharmaceutical Society, Anna's work is guided by her passion for empowering people and improving health outcomes through accessible, effective solutions.
Candice Brett
Chief Financial Officer
Candice, an FCCA-qualified powerhouse, brings her sharp financial savvy and strategic expertise to the Maxwellia team. A wizard with cash flow forecasting, financial controls, and budgeting, she’s got the numbers game mastered.
With a track record of driving growth and streamlining operations, Candice knows how to make businesses thrive. Her deep experience in manufacturing and consumer brand commercialisation perfectly positions her to fuel Maxwellia’s mission of innovating and expanding in the healthcare world. When it comes to building a bright financial future, Candice is the one to watch.
Alexandra Trehane
Head of Innovation
Alex is the COO with a passion for self-care and a knack for picking the winners. She’s the mastermind behind bringing fresh, innovative ideas to life, steering the ship to deliver brands that consumers are eager to buy.
With a talent for pushing boundaries and shaking things up, Alex rolls up her sleeves and dives into the heart of every challenge. Whether it’s leading the team, managing big ideas, or refining the details, she’s all about making things happen with energy, enthusiasm, and a relentless drive to deliver the best.
Kim Wathall
Head of Marketing
Kim is on a mission to shake things up in the consumer healthcare space, bringing over 15 years of expertise in building brands and driving exceptional business growth. With a proven track record of strategic leadership, team empowerment, and relentless execution, Kim combines creativity and commercial acumen to deliver marketing strategies that raise an eyebrow or two.
Her bold, customer-first approach fuels innovative campaigns that amplify brand impact and deeply resonate with audiences. Passionate about making a real difference, Kim is transforming the way consumers access and embrace self-care solutions
Jenny Davies
Head of Regulatory
Jenny is a seasoned expert in Regulatory Affairs, with over 35 years of experience shaping the future of OTC medicines. A driving force behind countless successful reclassifications across the UK, Europe, Australia, and New Zealand, she has played a pivotal role in bringing transformative healthcare solutions to market.
Jenny’s expertise spans some of the industry’s most recognized brands, and her collaborative approach with health authorities, industry leaders, and associations continues to set new standards in regulatory excellence. Passionate about innovation, Jenny is dedicated to making self-care more accessible to all.
Issy Parry
Brand Manager
Issy brings strong brand strategy experience and market insight expertise to the Maxwellia team, combined with a real enthusiasm for ‘breaking the mould’. She is passionate about empowering people to take greater control of their own health – particularly those that have been historically looked by the industry – and is on a mission to get Maxwellia’s message out there for everyone!
Issy’s boundless energy and team-player mindset stand her in good stead to pursue this goal, propelling Maxwellia’s innovative brands to the forefront of the OTC space.
Sarah-Jane Housley
Business Development, Procurement & Supply Chain Manager
Sarah-Jane (or SJ as she’s known around the office!) is committed to making sure customers have effortless access to trusted brands at the right price. A true promise keeper, she excels at building lasting relationships with both suppliers and customers. Her passion lies in creating efficient, streamlined global supply chains within the OTC sector, ensuring that the right products reach the right people, every time. Known for her sharp eye for a bargain, SJ can sniff out value faster than most—making sure no deal goes unnoticed.
Sally Norman
Business Assistant
Sally is the heartbeat of Maxwellia (and the glue that keeps everything from falling apart!) With a knack for admin honed over years in different industries, she thrives on tackling challenges with a smile. Whether it’s sorting the (occasional!) chaos or lending a helping hand, Sally ensures the team can focus on the bigger picture, while she masters the important things that make everything tick!
Mark Turrell
Business Development Consultant
Mark brings a wealth of experience in senior commercial roles within the health and wellness sector and beyond. Known for his proactive leadership in customer engagement across pharmacy, e-commerce, and international distributors, Mark is instrumental in expanding healthcare choices for consumers and patients. With a talent for building strong, strategic partnerships and navigating complex global markets, he ensures Maxwellia stays grounded while pushing boundaries.
Mark’s approachable nature, combined with his expertise and sharp commercial insights, makes him a trusted team member and great fun to work with, adding energy and positivity to every challenge.
Catherine Clark
Innovation Consultant
Catherine is a versatile and level-headed commercial marketer with a knack for tackling any challenge or brief with precision and creativity. With extensive expertise in driving innovation, she plays a pivotal role in helping Maxwellia identify and shape the next big switch in self-care. Catherine’s strategic mindset and ability to turn complex ideas into actionable plans make her an invaluable asset to the team. Passionate about pushing boundaries, she excels at crafting bold marketing strategies that not only support growth but also resonate with consumers in meaningful ways.
Chris Radford
Brand Strategy Consultant
A former marketing director, brand strategy consultant, and author of Attractive Thinking. Chris has worked with Anna and the team from the very earliest days at Maxwellia to develop insights about what matters to customers and translate these into brands and products that consumers will love. Chris acts as a strategic advisor to support the team with customer insight, brand positioning and marketing communications.
Colin Greene
Non-Executive Director
Colin brings a wealth of experience in both investment management and large-scale retail. He currently serves as Partner at Praetura Ventures where his team actively supports and advises the founders of Praetura’s portfolio companies, including Maxwellia. With over 30 years’ experience in international senior leadership roles, his diverse expertise will support Maxwellia as they continue to expand their market presence!
