The Team – Who’s who at MyCake

Gill Parkins

PA to Sarah & User Support Guru


0845 653 0120

9am – 5pm Monday – Friday

As well as Sarah’s PA and bookkeeper, Gill is an experienced MyCake user and advisor. Gill 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, Gill 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.

Contact Gill if you:

  • Need assistance after trying the help functions in MyCake
  • Want to tell us what you think about MyCake
  • Need to make an appointment / telephone call with Sarah

If you can’t get through to her, leave her a message or send her an email and she’ll get back to you as soon as possible.


PR and Marcomms

We love hearing from you!  Contact Gill also if  you:

  • would like to write a guest post on the MyCake blog
  • would like MyCake to write an article for your publication or website
  • would like to discuss becoming a partner organisation with MyCake
  • would like to to promote something to our community of creative entrepreneurs
  • require further information about MyCake or Sarah Thelwall

Sarah Thelwall

MyCake founder


Strategic head of MyCake

Sarah started MyCake in 2007 in response to the lack of financial management tools on the market designed with creative people and organisations in mind. So now MyCake exists creatives should be able to have their cake and eat it!

MyCake provides online finance toolkits for two specific client groups: creative entrepreneurs and arts and cultural organisations.

Sarah regularly speaks at business start up events and initiatives across the UK and internationally, and at arts sector conferences and events, as well as contributing to Creative Industry programmes through her research, data and expertise.


Rosy Jones

MyCake associate





MyCake Associate

Rosy has been working with MyCake since 2017 and is an expert in small enterprise growth, and in talking about finance and business plans without jargon, accountants language and being scary.

Rosy is one of the country’s leading entrepreneurship educators and divides her time working with MyCake and teaching in various universities in the UK and Europe.

Preferring the workshop room to the big stage, Rosy enjoys working one to one and with small groups.  She has a lively approach to her work and loves meeting people who are doing interesting, difficult, challenging and rewarding work.


Richard Dexter


Richard has worked with MyCake from day one and is the technical whizz behind the scenes managing IT and the benchmarking Primenumbers integration.

MyCake bookkeeping is powered by Kashflow so we also work very closely with Stuart Wilson and the team at Kashflow.