Our Judges
We have developed our judging over 18 years and our judges, all top business people within their chosen arena, have cited our awards as both the most transparent and professionally executed. Each application is scored by up to 4 different judges from a panel of up to 30 judges, all applications are seen by different members of the judging panel. The judges spend several hours and score not only their own sponsored category but several others too, this ensures transparency. The first page of questions is designed to give the judges a real feel for your business, followed by several questions that are scored from 1 to 5. It is worth noting that although all judging is computer based please ensure you upload images or screen shots of all important pages. There are no site visits or presentations involved. The finalists are chosen by adding all the scores and up to 16 entrants can make it through to the final, however if scoring is low, less entrants make it through.
Alex Niemczyk
Managing Director | Roberts Travel Group
As Managing Director of Roberts Travel Group, Alex Niemczyk is passionate about using technology and AI to solve practical business challenges and drive innovation. Alongside his role, he serves as a Board Member of Women in Bus & Coach (WiBC), supporting the development and future of the industry. Alex brings a practical, forward-looking perspective to the SME Awards judging panel.
Sophie Urquhart
Head of Marketing & Communications | Roberts Travel Group
Sophie Urquhart is Head of Marketing & Communications for Roberts Travel Group, based in Leicestershire. With a strong background in brand and communications, Sophie has played a pivotal part in the brand direction for this established company and leads their internal marketing team to achieve continued growth across the Midlands.
Sally Walder
Commercial Director | Roberts Travel Group
Sally Walder is the Commercial Director for Roberts Travel Group based in Leicestershire. With extensive experience across Sales and commercial activities, Sally is responsible for leading all commercial partnerships for Roberts Travel Group, aligning with like-minded businesses. She also leads and motivates the wider Private Hire sales team.
John Partridge
Headteacher | Leicester High
John is Headteacher of Leicester High School for Girls and has held senior leadership roles across both independent and state education. His work spans strategy, organisational development, technology and school improvement. He has a particular interest in innovation, entrepreneurship and the ways organisations can create strong cultures in which people thrive. John brings a leadership perspective focused on purpose, resilience, ambition and continuous improvement.
Stefanie Shaw
Bursar | Leicester High
Stefanie is Bursar and Clerk to Governors at Leicester High School for Girls, with responsibility for the school’s financial and operational management and for supporting effective governance. Her role includes strategic financial planning, risk management, compliance and organisational sustainability. Stefanie brings a strong understanding of the practical and commercial challenges involved in running a complex organisation, alongside a clear focus on sound decision-making, resilience and long-term sustainability.
Tia Goadby
Director of Sales | Leonardo Hotel Hinckley Island
Tia Goadby is the Director of Sales at Leonardo Hotels UK & Ireland, based at the renowned Leonardo Hotel & Conference Venue Hinckley Island. With a proven track record of leadership, Tia has played a pivotal role in securing the hotel’s Gold M&IT Award for Best UK Conference Centre and co-founded East Midlands Elite, raising over £30k for regional charities. Her ongoing contributions to the events community have earned her multiple accolades, including the Special Recognition Award at the Famtastic Awards and an Individual Award at the miaList Awards.
