Meet The Team 🏛️

Sharm Whitter is a qualified educator, creative director, and holistic wellbeing practitioner with over two decades of experience across education, youth development, and international performing arts. She is the Founder and Chief Executive Officer of New Creativity CIC, a social enterprise dedicated to empowering young people through trauma-informed, creative, and wellbeing-led programmes delivered in schools and community settings.

Sharm holds a BA (Hons) in Dance and is qualified in Education and Training (CertEd/DET). Her professional practice is further strengthened by advanced study in Business and Enterprise at BA (Hons) level, supporting her strategic leadership, governance, and organisational development within the social enterprise sector.

Her career spans both mainstream and alternative education, where she has worked extensively with children and young people facing barriers to engagement. Sharm is a LAMDA and IDTA performing arts instructor, a TEFL-qualified teacher, and a Designated Safeguarding Lead (DSL), ensuring all provision is inclusive, ethical, and professionally robust.

Alongside her educational leadership, Sharm integrates creative arts with holistic wellbeing approaches. She is a certified meditation and yoga coach and a qualified Reiki practitioner, enabling her to design programmes that support emotional regulation, resilience, confidence, and self-expression through drama, dance, music, and reflective practice.

Through New Creativity CIC, Sharm has successfully led and delivered funded programmes across the West Midlands and Worcestershire, supported by the National Lottery, Holiday Activities and Food (HAF), and local authority partnerships. Her work has also included international projects in Thailand, Cyprus, Greece, and Gran Canaria, as well as collaborations with both signed and unsigned artists, including X Factor finalists and international performers.

A published author and former recording artist under the name Shanghai Starr, Sharm’s creative career includes charted dance singles such as Rise and Boom. This blend of artistic excellence, educational leadership, and social enterprise strategy underpins her vision to build sustainable, high-impact programmes that create lasting change for young people and communities.

 “Creativity is the language of the soul. Through expression, we heal; through healing, we rise; and through rising, we inspire others to do the same.” – Sharm Whitter
 

Stacey Leigh Jade Foster  

Stacey Leigh Jade Foster is a multidisciplinary professional with a degree in Psychology and Dance from Bath Spa University. An entrepreneur from a young age, she launched her first business a coffee shop and lounge at the age of 23, gaining early experience in business operations, branding, and customer engagement. She later went on to found a successful food manufacturing company, supplying over 70 retailers across the UK, including Selfridges and leading independent stockists.

Stacey’s career has since evolved into the jewellery sector, where she specialises in member relations and stakeholder engagement, bringing a strong people-focused and professional approach to her work.

Stacey has a longstanding connection with New Creativity CIC, having previously supported its early creative and wellbeing events over a decade ago. She now serves as a Non-Executive Director, providing governance oversight, continuity, and strategic perspective. Her role focuses on supporting the organisation’s vision and values at board level, contributing experience and insight while maintaining a non-operational position within the organisation.

“I believe in building with purpose-whether it’s a business, a community, or a moment of connection. Creativity and resilience can turn any idea into impact.” – Stacey
 

 Samantha Maullin brings over a decade of experience in national recruitment, specialising in business support and management roles across a range of sectors. Her professional background includes overseeing both temporary and permanent placements, leading teams, and supporting business development initiatives.

Alongside her corporate career, Samantha has delivered sports and wellbeing programmes within alternative education settings. Drawing on her qualifications as a netball professional, she supports the physical, emotional, and social development of young people through inclusive and engaging practice.

Samantha studied a degree in Psychology and is deeply committed to person-centred, inclusive approaches. Within New Creativity CIC, she leads on recruitment and compliance, overseeing job interviews, managing applications, and ensuring safe, ethical, and robust recruitment processes are embedded across the organisation.

Her strategic insight, leadership experience, and dedication to creating opportunity play a key role in shaping a strong, values-led foundation for the organisation and its growing team.

“Empowering people starts with seeing their potential-whether in the workplace or through creative expression. I believe in supporting every individual to thrive in their own unique way.” – Samantha

 Sarah O'Keeffe brings over 20 years of experience working within the building society sector, where she has held a range of roles across customer service, operations, and administrative functions.

Currently, Sarah works within a Low Code Development team, supporting the organisation’s digital transformation by testing new customer-facing digital journeys. Her role focuses on ensuring systems are fit for purpose, user-friendly, and meet all development and operational 

requirements before launch.

 Through her work in digital development environments, Sarah has developed a strong understanding of how systems, processes, and people intersect. Working closely with developers, operational teams, and end users, she brings a detail-focused and solution-driven approach to problem solving. This experience enables her to support New Creativity CIC in building efficient internal systems, improving operational workflows, and ensuring financial and administrative processes are robust, transparent, and fit for growth. Her calm, methodical approach helps translate strategic vision into practical delivery across the organisation. 

 “Strong organisations are built on clarity, integrity, and systems that genuinely work for people. I’m passionate about creating structures that support creativity, accountability, and long-term impact.” -Sarah 

Beth Bowen brings a wealth of experience across education, rehabilitation, and wellbeing, having worked with young people aged 4 to 16 in both mainstream and secure settings. She holds a degree in Primary Education from the University of Worcester and has since carved a dynamic career that blends safeguarding, sports therapy, and trauma-informed care.

Currently serving as Head of Safeguarding (DSL) and Sports Therapist at NewCreativityCIC, Beth leads with compassion, clarity, and a deep commitment to emotional and physical wellbeing. Her work with Her Majesty’s Prison and Probation Service since 2021 has sharpened her trauma-awareness and safeguarding expertise-skills she now channels into preventative, creative approaches with young people in schools and community programmes.

Beth’s professional path also includes roles in education administration, customer service, and team leadership, giving her a well-rounded understanding of both operational systems and frontline youth engagement. Her background in sports therapy informs her holistic perspective on resilience, movement, and recovery.

“Every young person deserves to feel safe, seen, and supported. My mission is to create spaces where healing and growth can begin.” – Beth
 

Melanie Jayne  is the first friendly face many families encounter at NewCreativityCIC. As Head of Reception and Parent Liaison, she manages communications, supports data handling through spreadsheets and admin systems, and ensures parents feel informed, welcome, and connected. During school holiday camps, Mel steps into a more hands-on role, offering one-to-one support as a compassionate and consistent Learning Mentor.

Twelve years ago, Mel began her own journey with NewAge Creativity as a student-an experience that ignited her passion for creative education and personal growth. That spark never left. Through strength, perseverance, and purpose, she’s carved her way through the educational system and now proudly contributes to the very organisation that once nurtured her.

Mel has been part of the NewCreativityCIC team for the past three years, bringing warmth, reliability, and lived experience to her role. She plays a vital part in maintaining the trust and connection between the organisation and the families it serves.

“When you’ve been supported to rise, you learn how to lift others. I’m here to make sure every child-and every parent-eels like they belong.” – Mel