About me

I’m Rich — a consultant, coach and facilitator who helps organisations understand what’s working, what could work better, and how to make meaningful change happen. I work at the intersection of strategy, delivery, and people, helping leaders think things through, designing better ways of working, and supporting teams as they turn ideas into action.

A photo of Rich Cassidy smiling while speaking at a podium with a microphone in front of a blank screen.

I’ve spent over a decade working with public-sector and purpose-led organisations, connecting big ambitions with the practical reality of making things happen.

I love helping people work well together and shaping services that feel better for the people who rely on them. I care about work that makes life fairer, easier and more meaningful — and I try to bring clarity, curiosity and calm to support others in making that possible.

I live in Nottingham with my husband, our two children and our two cats. I’m gearing up for my postgraduate study in psychology, and I spend more time than I’d like to admit thinking about interior design.

Experiences from all parts of my life deepen my commitment to inclusion, fairness, and creating spaces where people can grow, contribute and thrive — whatever their starting point or circumstances.

Projects

  • Client: Essex County Council

    Role: Strategic Delivery Lead

    Focused on prevention, resident empowerment, better outcomes, and long-term cost reduction.

  • Client: Facebook + mySociety

    Role: Product + Delivery Lead

  • Client: Lambeth Council

    Role: Principal Consultant

  • Client: Department for Education

    Role: Principal Consultant

    Strengthening multi-agency collaboration and improving information-sharing and reporting across services.

  • Client: Camden Council

    Role: Strategic Delivery Consultant

    To meet new regulatory standards and embed more resident-centred working.

  • Item description

Strategy + policy development

  • Client: Deloitte

    Role: Service Designer

    The Deloitte Customer Experience Portal housed a suite of tools and development support aids to enable staff to define and deliver a bespoke experience to each client whilst ensuring a consistency of the fundamental approach and that due process was followed. The focus was on how to deliver customer service excellence, value added services, and developing and sustaining distinctive customer relationships.

    • Advising client teams on managing and delivering projects using agile ways of working;

    • Scoping and planning enhancements to customer search and checkout functionality to increase conversion and revenue;

    • Managing and prioritising the work of the offshore development team.

  • Client: Facebook + mySociety

    Role: Product + Delivery Lead

    • Leading the charity’s collaboration with Facebook and Wikipedia to crowdsource and maintain open data on all elected politicians globally

    • Managing the £1m grant funding from Facebook to cover in-house team costs and onward grand-making

    • Building and maintaining a worldwide community of civic activists to submit, verify, and update the open data

  • Client: NHS England

    Role: Principal Consultant

    To improve staff experience, reduce pressure points, and deliver safer, more responsive care for patients

  • Client: Lambeth Council

    Role: Principal Consultant

  • Client: Camden Council

    Role: Product Delivery Lead

    Link: goodwork.camden.gov.uk

    A programme focused on helping residents access good, secure, and meaningful work.

  • Client: Camden Council

    Role: Project Director

    Crowdsourcing bold, community-led solutions to complex challenges.

  • Client: Camden Council

    Role: Project Director

Product, service + organisation design

Technical delivery + programme management

  • Client: Deloitte Global

    Role: Technical Delivery Manager

    Link: deloitte.com

    The client was undergoing a large-scale global digital transformation programme across 48 member firms spanning over 100 countries, revising both the external presence and internal operating structure and replacing the core CMS and supporting infrastructure.

    I was responsible for:

    • Creating the fundamental project plan and self-service toolkit for the pilot organisations;

    • Gathering, analysing and incorporating individual country requirements into the programme;

    • The planning, development, testing, and training of the custom Contextual Content Delivery logic engine (i.e. personalisation algorithm) developed across the UK, US and India;

    • Working with offshore and onshore development teams to manage progress;

    • Overseeing the development of a Social Media Strategy and planning of the subsequent Adobe Social pilot;

    • Fostering a strong and trusting relationship with the offshore leadership team and leading daily stand-ups with the offshore development team and onshore project team; and

    • Building strong relationships with senior stakeholders across the programme’s key parties.

  • Client: Aegon

    Role: Technical Delivery Manager

    Link: retiready.co.uk

    Aegon embarked on the multi-million pound development of a direct-to-consumer business platform to respond to their 1.7 million UK customers’ increasing desire to deal directly with their pension and investment providers.

    During a challenging period on the programme, I was accountable for:

    • Determining scope and base requirements with client Product Owners;

    • Analysis of as-is processes, redesign and development of more efficient to-be models;

    • Identifying and prioritising product customisation supplemented with back-end user interface design;

    • Managing the offshore development team to deliver core functionality ahead of completion;

    • Conducting ‘train-the-trainer’ workshops and producing accompanying documentation.

  • Client: UK Ministry of Defence

    Role: User Experience Designer

    The client wanted to develop a data analysis application to support enhanced ways of working across a number of internal departments and external organisations totalling 300 users.

    In the build up to the launch of the new product, I was responsible for:

    • Eliciting and elaborating end user requirements around an area of key functionality through the use of stakeholder workshops, Design User Groups and wireframing;

    • Performing a UX review of the beta application and prioritising proposed enhancements for future releases;

    • Providing insight into common internet and mobile device usage to inform future design decisions;

    • Working with users with particular accessibility needs to define and develop requirements to enable enhanced ways of working;

    • Management and oversight of JIRA, the online project management tool; and

    • Testing of the developed logic engine underpinning the automation of data enhancement.

  • Client: WaterAid

    Role: Product Manager

    Link: wateraid.org

    I worked on the visual redesign, new functionality and improved user journey for the online donation form rolled out across all of WaterAid’s member organisations. Despite joining the project after the year-long discovery phase, I was successful in:

    • Analysing, documenting and refining the functional and technical specification;

    • Developing and communicating high-level project plans to meet delivery deadlines and manage stakeholder expectations;

    • Leading discussions with and between the creative and development agencies and internal stakeholder groups to ensure arising problems were satisfied to the expectations of all parties;

    • Managing the preparation of relevant content and updates across the rest of the websites;

    • Overseeing full end-to-end functional and user acceptance testing of the new form and integrations with third-part applications.

  • Client: WaterAid

    Role: Product Manager

    Link: wateraid.org

    WaterAid needed to improve their site on mobile to provide the greatest experience to the increasing number of mobile visitors and improve conversion on their Sitecore platform. I was responsible for:

    • Service as Product Owner for the design and development agencies, including agreeing overall scope, prioritisaiton, and change requests

    • Determining the overall delivery plan, including design, development, user acceptance testing, and content revision

    • Business analysis and requirements-gathering

    • Conducting in-person training workshops and creating training materials on best use of the new features

    • Working with other WaterAid members to prepare for adoption of the new functionality post-pilot

  • Client: Whitbread

    Role: QA Lead + Business Analyst

    Link: premierinn.com

    • Advising client teams on managing and delivering projects using agile ways of working;

    • Creating and implementing the test strategy used by all six Whitbread digital delivery teams;

    • Managing two junior members of the QA Team.

  • Client: Thomas Cook

    Role: Product Manager

    Link: thomascook.com

    • Advising client teams on managing and delivering projects using agile ways of working;

    • Scoping and planning enhancements to customer search and checkout functionality to increase conversion and revenue;

    • Managing and prioritising the work of the offshore development team.

  • Client: Government Digital Service

    Role: Delivery Manager

    The idea of GOV.UK Registers was to centralise common data in one, authoritative place so it could be reused by the whole of the UK public sector, as well as any other individuals or organisations who needed that information and trusted the government as a source.

  • Client: Government Digital Service

    Role: Delivery Lead

    Working across GOV.UK Registers, DATA.GOV.UK, and Attribute Exchange

  • Client: Camden Council

    Role: Facilitator

    A cross-sector workshop to address systemic barriers to housing and employment.

  • Client: Camden Council

    Role: Designer + Facilitator

    Co-designed and facilitated Camden’s leadership development programme for 400+ staff, embedding inclusive, trust-based, user-centred leadership and ways of working in all directorates.

  • Client: Camden Council

    Role: Designer + facilitator

  • Client: Grenfell Tower Memorial Commission

    Role: Designer + facilitator

    Engaging multinationals in offering work experience opportunities to young people affected by the Grenfell Tower fire.

Facilitation + workshop design

Career Overview

  • Camden Council | August 2022 - January 2026

    • Co-led a team of Service Designers, Policy Designers, Design Researchers, and Delivery Managers to redesign services, develop policy, and drive organisation-wide transformation.

    • Oversaw multidisciplinary delivery of mission-oriented corporate strategy, spanning housing and estates, food systems, equitable and inclusive decision-making, and skills and opportunities for young people.

    • Managed and regularly re-prioritised cross-Council transformation portfolio, spanning policy design, service improvement, community co-production, and responsive leadership support.

    • Co-designed and facilitated Camden’s leadership development programme for 400+ staff, embedding inclusive, trust-based, user-centred leadership and ways of working in all directorates.

    • Supported design and establishment of Camden’s Centre for Relational Practice and updated Children’s Social Care practice framework.

    • Introduced service design capability into senior leadership forums, enabling evidence-based decisions grounded in user insight and service performance.

  • Caution Your Blast | May 2021 - August 2022

    • Directed service and product design projects for clients, including IKEA, and the FCDO during the Afghanistan and Ukraine crises.

    • Introduced and ran hackathons with existing and potential clients to research, design, and build prototypes to solve live challenges, support skill development, and team cohesion.

    • Developed the organisation’s skills framework and professional development approach spanning all disciplines.

    • Built and owned the organisational people and operational infrastructure for a fast-scaling, 30-person team.

    • Developed the company’s first formal business plan, purpose statement, and market positioning strategy.

  • FutureGov (now TPX Impact) |  Aug 2018 - May 2021

    • Designed and led complex, multidisciplinary public sector change programmes, including service design and transformation.

    • Delivered human-centred design programmes with NHS England and DfE, using ethnographic research and co-design workshops to improve services for staff, children, and families.

    • Delivered strategic design and transformation for Essex, Lambeth, and Camden councils — including the restructuring of core services, IT, and service design teams.

    • Chaired client service design governance forums to uphold design standards, build capability, and embed evidence-based decision-making in senior leadership groups.

    • Designed org-wide delivery models to embed agile ways of working at scale and capacity-building offers for local leaders to foster cultural resilience and user-centred ways of working.

  • mySociety  |  Jan 2018 - Aug 2018

    • Leading the charity’s collaboration with Facebook and Wikipedia to crowdsource and maintain open data on all elected politicians globally

    • Managing the £1m grant funding from Facebook to cover in-house team costs and onward grand-making

    • Building and maintaining a worldwide community of civic activists to submit, verify, and update the open data

  • Government Digital Service  |  Jun 2016 - Dec 2017

    • Worked with cross-government teams on the GOV.UK Design System, embedding reusable patterns and components to deliver consistent, scalable services.

    • Leading senior engagement with all government departments to deliver of the government’s Better Use of Data programme.

  • WaterAid

  • AND Digital

  • Deloitte

Employment history

  • PACT | 2023 - present

    Holding sessions for prospective adoption processes to talk through the process, share lived experience, and offer support.

  • Mega Mentor | 2022 - present

    Mentoring aspiring leaders through solving work challenges, career progression, and developing their leadership approach.

  • Hackney Pirates | 2021

    Supporting Year 6 pupils from local schools develop reading and writing skills, both 1:1 and in small groups. 

  • GT Scholars  |  2017 - 2019

    Mentoring Key Stage 3 and Key Stage 4 pupils in Maths, Science and English for 10-week periods with the aim of improving predicted and achieved grades.

  • Clara Grant Primary School  |  2015 - 2017

    Member of the Finance & Resourcing Committee. Co-owned the school budget with the Headteacher and advised on people policy and processes during the transition to academy status.

  • Teach First | 2013 - 2014

    Working with Year 11 students on a weekly, 1:1 basis to help them achieve a passing grade in their core GCSE subjects and coaching through post-school options.

  • Brightside Trust | 2012 - 2014

    Advising and supporting young founders as they set up new businesses using a charitable grant.

  • Mind | 2013 - 2014

    Supporting the development of alternative healthcare pathways for people diagnosed with long-term physical health conditions.

Voluntary roles

Education + training

Level 7 Executive & Senior-Level Coach | Institute for Leadership & Management

Professional Scrum Master | Scrum.org

International Diploma in Solution Development | BCS

International Diploma in Business Analysis | BCS

Graphic Design | University of the Arts London

BA(Hons) International Relations: First Class | University of Leeds

Certificate in Higher Education in Law | Durham University

What’s next for you?

If you’ve got something on your mind — a challenge, an idea, or a change you want to make — I’d love to hear about it. Whether you’re shaping a piece of work, thinking about coaching, or just curious about what I do, let’s take half an hour to talk it through.

Book an intro

If you prefer to start by writing things down, or if you have any questions you’d like to ask first, feel free to get in touch by email. I’m always happy to hear from people and will get back to you as soon as I can.

Email me

If you’d like to understand the sorts of challenges and opportunities I can support with, or learn a bit more about how I approach my work, you can read about the services I offer.

Check out my services