Our Team

Sarah Thelwall headshot
Sarah Thelwall | Founder & Director
Sarah founded MyCake in 2007 in response to the lack of financial management tools on the market designed to meet the needs of creative, cultural and non-profit organisations. Why shouldn't we all be able to have our financial cake and eat it too? Sarah regularly speaks at events in the UK and internationally. She has also written for The Guardian, The British Council, Pioneers Post, Arts Fundraising and Philanthropy to name but a few.
Karl Wilding headshot
Karl Wilding | Director
Karl is a UK-based social sector advisor, analyst and consultant with 20+ years’ experience working with charities, government and the media. A former CEO and director of the National Council for Voluntary Organisations (NCVO), his work now focuses on better understanding trends and issues in the social sector and broader civil society and helping organisations respond to them. At MyCake, Karl is helping to develop our indicators and dashboards for the social sector. Karl is an associate of several organisations, including MyCake, Local Trust and Pro Bono Economics. He is a trustee of Communities 1st and a director at Creating the Future, a US-based non-profit. He shares insights and ideas via Twitter.
Anamaria Wills headshot
Anamaria Wills | Associate
Anamaria spent 20 years as a theatre producer, working with touring companies ranging from DV8 to the National Theatre, and internationally with companies including Alvin Ailey American Dance Theatre, Ariane Mnouchkine's Theatre du Soleil and Jiri Kylian's Nederlans Dans Theater. She won the TMA award for Outstanding Contribution to Theatrical Life and went on to set up and run the Creative Industries Development Agency for 20 years, including introducing MyCake to many UK and international clients. She now does mentoring, management and teaching, and is Chair or Strategic Advisor to five outstanding arts organisations.
Nicola Collard | PA and Client Support
Nicola has been working with MyCake since 2018. As well as Sarah’s PA and bookkeeper, Nicola is an experienced MyCake user and advisor. Nicola manages Sarah’s diary and is your ‘go to girl’ if you need to book a telephone call or meeting with Sarah. As well as working with MyCake, Nicola also runs her own virtual assistant administration and business support service. You can be sure that her experience with all things admin and invoicing/credit control will be of help to you too.