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Chief ExecutiveSALLY PARSONS
Sally has joined the Alpha team in 2025, having worked in both supported and general needs housing for 35 years. Prior to joining Alpha, she most recently worked for national housing association Home Group. Sally is passionate about supporting both residents and colleagues to live their best lives. She is an experienced culture ambassador, support planning expert and safeguarding lead.
Sally will lead Alpha through its next phase of development and growth, focusing on delivering excellent quality housing and support services for older people across Northern England, working with delivery partners and local authorities, supported by the excellent team in Alpha.
Outside work, Sally lives in the Yorkshire countryside with her husband, three cats and a dog, and enjoys cooking, spending time with friends and family, helping out in her village as well as travelling abroad.
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Associate Director of FinanceJESS WILLIAMS
Jess joined Alpha as a Management Accountant and has grown into a senior finance leadership role, reflecting a journey of development and passion for the organisation. This is her first role within the housing sector, and she has loved becoming part of a team that makes such a meaningful difference. Jess has helped lead the transformation of finance from a traditional gatekeeping function into a collaborative, insightful and strategic partner that drives Alpha’s vision and long-term goals. Central to this has been unlocking the power of data and reporting to inform decision-making, strengthen performance and embed financial insight across the organisation.
Jess is also Alpha's Company Secretary.