David Jones

David Jones –  Chief Executive Officer

David joined PCF in 2006 as a volunteer and became the Chief Executive Officer in 2014. He has a BSc (Hons) degree in Coastal Zone Management and the Marine Environment, and has worked across a number of projects in the PCF portfolio. Working on sustainable recreation has seen him develop the Recreation Plan for the National Park, a toolkit for Welsh Government and the Wales Activity Mapping project.  In recent years, much of David’s time has been spent developing Marine Energy Pembrokeshire, a major opportunity for the development of marine renewables in Pembrokeshire and Wales. Before joining PCF David spent a number of years working overseas in the dive industry and spent time with the White Shark Trust in South Africa. Outside the office, David is involved in Neptune’s Army of Rubbish Cleaners where he is the secretary, fund raiser and carries out the clean-up dives. He is frequently out surfing and loves to enjoy the amazing Pembrokeshire coastline.

Ceri Crichton 2014

Ceri Crichton –  Business Manager

Ceri has a BSc (Hons) in Business Management and has worked with Coca-Cola Enterprises and Rexam PLC. Ceri joined PCF in March 2014 and is responsible for identifying, managing and growing a varied portfolio of income and funding sources. She brings with her long standing experience in sales and business development, and will be expanding business opportunities through working with PCF’s extensive networks, sponsors and partners. Outside of the office, Ceri loves spending time with her beautiful children and husband in the great outdoors, particularly on the stunning beaches of Pembrokeshire. She also enjoys running (recently completing a half marathon) and renovating old buildings, bringing them back to life.

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James Dyer – Finance, HR and Policy Manager

James was born and raised in North Pembrokeshire, and after fifteen years away studying, travelling and working, Pembrokeshire finally called him home. He has a BA (Hons) in Business Management & Finance, and has worked in various roles in the private and public sector including ‘British Standards Institution’, ‘Welsh Government’ (WDA), and ‘Communities First’.  Joining in February 2014 James has eleven years’ experience in third sector Financial Management and Community Interest Companies.  He is tasked with the Financial Management of PCF, working so that Pembrokeshire’s natural, historic and magical landscape is protected for future generations. In his spare time James can be found with his wife and daughter on the beaches and coastline of Pembrokeshire walking, writing about its Ancient history, fundraising in the local community, immersed in the local culture and enjoying the company of his family and friends.


Holly Pretious – Project Co-ordinator

Holly recently graduated with an MSc in Sustainable Development having previously studied for a BSc (Hons) Geography with Environmental Management. Renewable energy, environmental policies and climate change were all major course themes. Holly joined PCF in 2015 and she leads on marketing and communications. Much of her time is also spent working on the Marine Energy Wales project, supporting the project director in the delivery of the work plan. Away from the office Holly is a keen runner, having run several half marathons in the last few years she aims to progress to a full marathon soon. She loves anything that involves being near the coast and having recently spent some time volunteering in Thailand, wants to one day travel around the world.


Paul Renfro –  Sustainable Recreation Project Manager

Paul works with Pembrokeshire Outdoor Charter Group (OCG) and the Marine Code. He represents the OCG at a national Level through the Wales Activity Tourism Organisation. His BSc degree in Park and Natural Resource Management and over ten years of experience working in outdoor recreation has prepared him for his role in the forum. Out of the office he enjoys surfing, kayaking, walking on the coast path with his dog, and just generally enjoying the beaches and wild places of Pembrokeshire. Paul is currently the West Wales Surfers Against Sewage Regional Representative.

Louise Rigby 2014

Louise Rigby Williams –  Marine Energy Project Manager

Louise has a MSc in Environmental Resource Management and Development and brings with her significant organisational and project management experience having worked  in wind farm development and as Head of Geography in a secondary school. She has a strong interest in sustainability and renewable energy and is very keen to see a developing marine industry in Pembrokeshire. Louise enjoys anything and everything that gets her outdoors – surfing, snowboarding, hiking, hill-walking, road biking, running, open top kayaking and yoga. She has a PADI Open water diving certificate and has traveled, worked and volunteered in Europe, North and Southern Africa, Asia, North, Central and Southern America.