Senior Operational Team
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Sandra Malpeli
Executive Director of Operations - Wales
Sandra Malpeli is an experienced senior leader in health and social care with a strong track record of delivering safe, effective and sustainable services across England, Wales and Scotland. Her career spans private providers, National Health Service-funded services and local authority partnerships, giving her a broad understanding of the operational, financial and regulatory challenges within complex care organisations.
Previously Regional Managing Director at Allied Healthcare, Sandra held full accountability for large multi-site operations delivering around 78,000 hours of care each week across 38 locations. She was responsible for financial performance, operational delivery and regulatory compliance, while leading senior management teams and implementing robust performance frameworks to support quality improvement and organisational growth.
Sandra is passionate about improving care standards and building strong leadership cultures. She has led large-scale quality improvement programmes across care homes, strengthened governance and supported organisations through periods of transformation and growth. Her leadership approach is practical, values-led and focused on empowering teams to deliver high-quality, compassionate care.
Sharon Herbert
Head of Operations - South West Wales
Joanna Mosses
Operations Manager - Wales
Joanna is a highly experienced Senior Care Leader with over 25 years in the health and social care sector. She has extensive expertise across residential, nursing, dementia, mental health and learning disability services, with a proven track record in multi-site and regional leadership.
Known for her collaborative approach, resilience and strong leadership, Joanna excels in managing complex operational environments. She has significant experience leading CIW and CQC compliance recovery, overseeing service closures and commissioning, and delivering large-scale change programmes that improve quality, outcomes and organisational performance.
Sharon Herbert is Head of Operations South-West for My Choice Healthcare, having joined the organisation in July 2026.
Sharon qualified as a nurse in 1994 and gained her Level 5 Diploma in Management in 2021. Her professional experience spans the NHS, complex care within the community, domiciliary care and, for the past 12 years, the private healthcare sector.
Throughout her career, Sharon has developed extensive operational and clinical experience, with a proven track record in driving service improvement while maintaining high standards of safe,
compassionate and person-centred care. She is passionate about supporting and developing teams, improving outcomes and ensuring that the people My Choice Healthcare cares for remain at the heart of everything she does.
Kelly-Ann Holmes
Service Improvement Manager
(South West Wales)
Richard Gibbs
Service Improvement Manager
(South East Wales)
Kelly qualified as a Registered Nurse in 2012 after completing her nursing degree in Bristol. She began her career in the private nursing home sector, gaining valuable experience with providers including Bupa Healthcare, Methodist Housing Association and Brighterkind.
In 2017, Kelly moved to Wales and joined Leonard Cheshire Disability as a nurse within a 20-bedded service supporting younger adults with learning disabilities and acquired brain injuries. During her seven years with the organisation, she progressed to Deputy Manager and became Lead Nurse for tracheostomy care and 24-hour ventilation. She also developed extensive skills and knowledge in the management of artificial feeding and epilepsy.
More recently, Kelly held a Deputy Manager position with Barchester Healthcare, supporting the Home Manager with the day-to-day running of the service while continuing to undertake clinical nursing responsibilities.
With a broad range of experience in general nursing, dementia care, learning disabilities and leadership, Kelly is passionate about supporting teams to deliver high-quality, person-centred care. She believes in creating an environment where staff feel valued, confident and well equipped to provide the best possible care, enabling residents to live fulfilling lives and maintain strong connections with their families.
Kelly has recently joined My Choice Healthcare as Service Improvement Manager for the South West Wales region, where she is using her extensive clinical, leadership and management experience to drive quality, consistency and continuous service improvement across the organisation.
Richard has worked in health and social care for nearly 25 years, building his experience from frontline services through to senior operational leadership. During this time, he has led supported living and residential services across a wide geographical area, working with colleagues, local authorities and other partners to deliver high-quality and sustainable support.
A significant part of Richard’s career has focused on developing people and building strong teams. He believes that good leadership means being visible, listening to people and giving colleagues the support and confidence they need to do their jobs well. He has also worked closely with Care Inspectorate Wales and understands the importance of strong quality, effective governance and continuous improvement.
Most importantly, Richard is passionate about ensuring that the people supported have a real voice in the services they receive and the decisions that affect their lives. For Richard, good social care starts with listening to people, understanding what matters to them and supporting them to have as much choice and control over their lives as possible.
