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) and Mental Health First aid trained (MHFA) 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, Henry Smith foundation, Holiday Activities and Food (HAF), and local authority and school 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
 

 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 

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 before going on to establish 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 strong communication, relationship-building and business experience to her work.

Having supported New Creativity CIC since its early development, Stacey now serves as a Non-Executive Director, providing governance support and an independent perspective at board level. She contributes to organisational oversight, strategic discussions, and key decision-making processes, while supporting the long-term vision and growth of the organisation.

Her role focuses on championing the organisation's mission, offering professional insight when required, and helping ensure that New Creativity CIC continues to develop in a sustainable and impactful way.

"I believe creativity has the power to bring people together, build confidence, and create lasting positive change within communities."

"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 Foster

  Melanie Jayne is often the first friendly face families encounter at NewCreativityCIC and plays a central role in ensuring our organisation runs smoothly, safely, and with compassion. As Designated Safeguarding Lead (DSL), Operations Lead, Head of Reception, Parent Liaison and Learning Mentor, Mel oversees day-to-day operational systems, family communication, safeguarding procedures, and learner support across the organisation.

Working closely with the leadership team, Mel provides operational coordination, manages parent engagement, supports administration and data systems, and ensures that children, young people, and families feel informed, welcomed, and valued throughout their journey with NewCreativityCIC. Her role bridges the gap between leadership, delivery staff, parents, and young people, making her an integral part of the organisation's success.

During programmes and holiday projects, Mel takes a hands-on role as a Learning Mentor, providing one-to-one support, pastoral guidance, and encouragement to young people who may need additional confidence, emotional support, or someone to believe in them.

Twelve years ago, Mel began her own journey with NewAge Creativity as a student—an experience that ignited her passion for creative education, wellbeing, and personal development. That spark never left. Through determination, resilience, and a genuine desire to support others, she has grown from participant to leader, becoming a valued member of the organisation she once attended.

Having been part of the NewCreativityCIC team for the past three years, Mel brings warmth, professionalism, lived experience, and an unwavering commitment to safeguarding and inclusion. Her unique journey allows her to connect authentically with young people and families, helping to create an environment where everyone feels safe, supported, and empowered to thrive.

"When you've been supported to rise, you learn how to lift others. I'm here to make sure every child—and every parent—feels seen, supported, and that they truly belong."
– Melanie Jayne
 

Kirstie Parker plays a pivotal role in the day-to-day running of NewCreativityCIC, ensuring that the organisation operates smoothly, professionally, and in full compliance with safeguarding and operational requirements. As Operations & Compliance Manager, she oversees staff onboarding, compliance checks, workforce records, timetabling, and internal systems, helping to maintain the high standards expected across all projects and programmes.

Working closely with schools, partners, and delivery teams, Kirstie coordinates communication, manages scheduling, supports project planning, and helps ensure that every workshop, event, and programme is delivered efficiently. Her attention to detail and strong organisational skills make her an invaluable link between strategic planning and frontline delivery.

Alongside her operational leadership role, Kirstie is one of NewCreativityCIC's talented Dance Specialists, bringing creativity, energy, and professionalism to every session she delivers. Her ability to balance both operational management and direct youth engagement makes her a highly valued member of the team.

Known for her reliability, dedication, and calm approach, Kirstie is often the person working behind the scenes to ensure everything runs seamlessly while supporting staff, schools, young people, and families alike.

"Strong organisations are built on strong foundations. I believe that when the right systems, support, and people are in place, young people can truly thrive and achieve their potential."
 

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