Nurtured Childcare appoints marketing head and CFO

Stockport-headquartered nursery group Nurtured Childcare has appointed Alicia Whitworth as head of marketing and Aaron Awan as chief financial officer.

Both positions are newly created roles at the multi-award-winning childcare provider, which was founded in 2021 by education entrepreneur Craig Brennan.

Alicia joins from London nursery group Bright Little Stars and brings almost a decade of experience across the childcare and child enrichment sectors. 

In her new role, she will lead marketing strategy, brand development and the customer journey across Nurtured’s growing nursery portfolio.

Alicia said: “My objective is to build a strong, effective marketing function that supports Nurtured Childcare’s growth ambitions, strengthens our connection with families and local communities, and helps us tell the Nurtured story in a clear and consistent way.

“In my short time with Nurtured, the strength of the culture, values and benefits on offer has already become very clear, and a key priority for me is to ensure we communicate that more powerfully to potential employees.

“Attracting and retaining the right people is vital for any nursery group, and I see marketing playing an important role in helping Nurtured stand out as an employer of choice.”

Aaron joins as fractional chief financial officer with experience across investor-backed and high-growth businesses, having previously served as finance director at Hometree and corporate finance adviser at BDO. 

He will support Nurtured’s acquisition strategy, financial planning and deal execution as the company continues to scale.

Aaron added: “I was introduced to Craig by a trusted friend and am excited to work with a serial entrepreneur in a privately owned business, who has grown the business its current size without outside investment and, in the process, become the most recent winner of the ‘Serial Acquirer of the Year’ accolade at the Entrepreneurship Through Acquisition Awards.

“Nurtured Childcare is rightly highly selective about the acquisition opportunities it pursues, so a large amount of work goes into every transaction we consider. 

“I have extensive experience executing deals so I will be able to ease the burden on Craig significantly, freeing him up to focus on strategic leadership across the group.”

Nurtured Childcare currently operates 12 nursery settings across the North of England and the Midlands, employing around 400 staff and supporting more than 1250 children each week.

The company aims to grow to 100 nurseries by 2035, with expansion expected to be driven primarily through acquisitions.

Craig added: “Creating these positions marks a significant step in Nurtured Childcare’s evolution, and Alicia and Aaron will both have key roles to play as the company pursues its ambitious, but considered, growth strategy. 

“I would like to welcome both of them on board and I look forward to achieving great things together over the months and years ahead.”

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