Serena joined HETAS in 2014 as Business Development Manager after over a decade of experience in recruitment, sales and business development roles within the media industry. In 2018, Serena was appointed Head of Service Delivery where she leads the business development, marketing, training and registration teams across HETAS. Using her years of experience in the solid fuel and biomass industry, Serena has continually grown the HETAS brand, aligning its marketing, PR, training and sales strategies with the organisationʼs values, promoting sustainable choices for consumers and professionals.

Serenaʼs role involves developing the HETAS brand and its schemes, leading marketing and PR activities, and advocating for cleaner, safer and more sustainable choices in the industry. Leading the registration team connects Serena to important stakeholders across the organisation, ensuring the registration process is quick, easy and highlights the high-quality work of each HETAS registrant.

A proven track record of growing and developing brands in the media and advertisement industry enables Serena to innovate across the multiple departments she leads at HETAS. Through driving creativity and underpinning all organisational objectives with a passion for sustainability, Serena has driven the growth and evolution of multiple schemes at HETAS, while also leading the continuous development of training and initiatives to align with future industry advancements.

With a personal ambition to continue improving the UKʼs natural environment and the air we all breathe, Serena focuses her work on advancing ways to promote and encourage the safe, environmentally responsible use of wood, biomass and other solid fuels