Staff & Trustees

John Wroe, Co-Founder and CEO

John has followed Swansea City for 39 years, rarely misses an away match – no wonder he believes in miracles.

Joe Hewitt, Head of Brazil Office

Joe joined Street Child United overseeing the communications at the Street Child World Cup in Durban in 2010. In 2013, Joe became Head of Brazil office, based in Rio de Janeiro, to deliver the Street Child World Cup 2014 and Street Child Games 2016. The Brazil office also manages our Safe Space football programme for children at risk of the streets in Rio de Janeiro.

Jess Price, Head of Fundraising

Jess oversees all fundraising operations and manages our corporate and sponsorship partnerships.

Jo Clark, Senior Manager, Marketing and Communications

Jo is a passionate believer in harnessing the power of sport and communication to transform lives.

Sam Winter, Executive Assistant

David Brinkley, Finance Director


Adam Reid, Chairman of Street Child United Brazil

Adam Reid arrived in Rio de Janeiro in 1986 and he co-owns the English language school, New Start. Adam looked after football in Brazil for ESPN International for a spell in the 1990s and helped organise the first International Highland Games event in South America in 2000. More recently Adam Chaired the Board of Governors of The British School of Rio de Janeiro for five years. Adam came to be involved with SCWC through David Jenkins who he once shared an apartment with and played football together for Rio Soccer. Adam is married to Julie and they have one son called Ian.


Alex White, Chairman

Alex White is a Senior Executive at the Premier League Charitable Fund responsible for the channeling of Premier League funds to football clubs to help them harness their power to both motivate and engage with people in their community. Having also worked for the Tottenham Hotspur Foundation, Pro-Active North London county sports partnership and Interactive disability sports agency, Alex has valuable experience and an in-depth understanding of the sporting landscape and voluntary sector. He has spoken on the issue of CSR in Sport at European Parliament, Mayor of London’s Education Conference, Educasport World Forum and Soccerex Global Convention.  Notable achievements include the Beyond Sport ‘Best New Project Award’ for E18HTEEN – an innovative mentoring programme for children in care and care leavers.

Fiona Cullen

Fiona is a Vice President at Hewlett-Packard.  She has worked primarily in the technology and telecoms sectors and has also held executive roles at IBM and Centurylink.

Her relationship with Street Child United started in 2014 when she joined us on our ‘Climbing the Rio 3 Peaks’ fund-raising event and then worked for us as a volunteer in our central London office.

Fiona is a keen sports fan, having tried her hand at many and currently trekking and golf are her main passions!

Matt Dunn

Matt is an experienced Management Consultant and is currently COO of Capita Transformation, a division of the FTSE 50 business Capita.  Prior to this Matt worked for PwC and BearingPoint (KPMG).

Matt has worked globally restructuring and redesigning businesses in both the public and private sector.

He has worked with Tottenham Hotspur Foundation on a Beyond Sport initiative helping them to measure their social impact.  He also supported the set up of a social enterprise as part of Jermain Defoe’s E18GHTEEN Programme.

Matt is an avid sports fan and has tried his hand at most sport (largely unsuccessfully)! Rugby is his main passion and he coaches junior rugby at the weekend.

Darren Mee

Darren Mee is Chief Financial Officer at the well known ‘super budget’ business easyHotel PLC. Before that, he was the Divisional Finance Director at Tui Travel PLC, where he instigated the partnership with Street Child World Cup. Not only that, but he undertook various fund raising activities for us, including climbing the Rio 3 Peaks in 2013.

In June that year, Darren was awarded the ICAEW Everybody Counts Award for his commitment to the Street Child World Cup. The award recognises the amazing contribution made by members of ICAEW (The Institute of Chartered Accountants in England and Wales) to charities through volunteering. The ICAEW noted that “Darren has provided inspirational leadership to drive employee engagement throughout the 147 businesses from across the Specialist and Activity portfolio and to inspire fundraising events to achieve the target”.

Bronwen Moore

Bronwen is currently embarking on an MA in International Security at Paris School of International Affaires. After several years working in the development sector, she is building on her BA in International Development as she consolidates her ability to deliver meaningful development programmes in insecure environments. Bronwen has experience with the Kenya Red Cross, particularly in the areas of medical assistance, youth work and disaster response. She has counselled at ChildLine since 2009, and until August she was a Development Assistant Camfed where she steered individual giving. Always keen for a challenge, in the build up to Rio 2014, Bronwen undertook a 20 hour nonstop rollerblade around London fundraising for SCWC.

Annie Schouw

Anne Marie Schouw is the Associate Director of Major Gifts in the Advancement Department at London Business School. She began her professional fundraising career at Johns Hopkins University in 1997 in their Annual Giving Department. She has worked at the World Wildlife Fund, American Red Cross and the Elizabeth Glaser Paediatric AIDS Foundation. Anne’s extensive fundraising experience includes working with Boards of Directors, capital campaigns, leadership giving, and events. This means that she helps to identify potential funding from organizations and individuals who want to support the School – a skill which is greatly valued when applied to advising Street Child World Cup. Annie is from the States and was a volunteer for the Street Child World Cup in Rio 2014.

Sam Shave

Sam graduated in Psychology from Leeds University in 2008 and now has over six years’ experience working in PR and communications. Sam has worked on major events and brands such as The London Marathon, Ryder Cup, Adidas and Lucozade.

Sam volunteered for the first SCWC in 2010 in South Africa and has been involved  ever since. Sam is now Sports Partnerships at Comic Relief managing relationships with the Premier League, Premiership Rugby and overseeing BR Sport’s charitable initiative The Supporters Club.

Jackie Watson

Jackie Watson was HR director at TUI Travel when it became our global sponsor, an arrangement that lasted 4 years. TUI was our first global partner.
With global experience of working in blue chip organisations, Jackie also brings specialist knowledge around leadership, organizational development, culture change and staff attraction, retention and succession strategies.  Jackie’s extensive experience of Board level facilitation, team building and coaching will be put to good use in her role as trustee of SCWC. Jackie also has previous trustee experience, when she supported a homeless charity in Brighton for over 4 years.

Benjamin Ward

Benjamin Ward is a publicist and communications advisor with more than eleven years experience in the cultural, media, not-for-profit and commercial sectors. He began his career at leading cultural PR agency Brunswick Arts and then spent three years as head of press at WWF-UK. Benjamin moved to Channel 4 in 2012 where as chief publicity manger, he played a key role in the award-winning campaign for the channel’s broadcast of the London Paralympics.

Now an independent consultant, Benjamin is working on major projects for the V&A, HAB Housing, London Design Festival and Peckham Platform. He has also worked with The British Museum, Museum Mile, Channel 4, Sky Academy, AL_A (Amanda Levete Architects), Southbank Centre, Peckham Platform and The Moving Museum.

Tom Ward

Tom Ward is a corporate lawyer at European law firm Fieldfisher, with particular expertise in advising management teams, investors and corporations on a range of private equity and M&A transactions, including advising on corporate governance issues in the media and technology sectors.  His clients have included BBC, Universal Pictures, Accenture, Reed Elsevier, Vodafone, Exclusive Media Group, and Deutsche Borse. He has recently written articles on technology focussed Mergers and Acquisitions, and trends in venture capital and corporate venturing. Tom is involved in several pro bono initiatives and has provided legal counsel to Street Child World Cup and Hope for Justice. As well as this, he is an avid film fanatic, Arsenal fan and a keen cyclist with two young children.

Latest Tweets
  • “I know from personal experience just what power football can have to inspire and change young people’s lives whatever their background or nationality. This is what the Street Child World Cup is all about and I give it my full support.”

    David Beckham OBE
  • “When ever people come across me they laugh. It seems like my mouth is zipped because they talk for us. I wish they could give us a chance to talk for ourselves.”

    Mbali, 15, Durban
  • “It was possible to gather many nationalities, story cultures, viagra 60mg and form a nation: a nation of free man, with equal rights and opportunities, mutual respect, rightful duties. It was 10 days when the world, in that corner of Rio, was fair to socially excluded children; they could feel the beauty of being somebody in this world.”

    Abdul Faquir, Team Mozambique, Project Leader