AlumniJulie-Ann Haines

Course studied: MSc International Marketing, 1995

Position at time of writing: CEO, Principality Building Society

Tell us a bit about your background

I was born and brought up in Scotland, where my journey was shaped by strong community values and learning the value of hard work in my family’s retail business from a young age. My early education at Strathaven Academy set me on a path to study Accountancy at Glasgow Caledonian University. I quickly discovered that my passion wasn’t for Accountancy, and it was a love of business, marketing and growth that motivated me, so I chose to complete a master's in International Marketing at the University of Strathclyde.

After meeting my Welsh partner on the same course, whom I’ve now been married to for 22 years, I relocated to Cardiff from London in 1999, and it has been my home ever since. My career began in retail and consumer goods marketing, working with companies like WPP, Sainsbury’s and Reckitt’s. After a short stint at HBOS, I joined Wales’ largest building society, Principality Building Society, in 2007 as Head of Strategy and e-Channels, eventually serving as Customer Director from 2012.

Why did you choose Strathclyde?

Receiving a bursary to study at Strathclyde was a transformative moment for me.

Coming from an ordinary comprehensive school and with parents who left school at 16, the financial support I received made a real difference in my ability to access higher education at one of Scotland’s best universities. The business school and the course came highly recommended, and I was proud to be one of four UK students on the course. This affirmed my dedication to life-long learning and provided me with the opportunity to transition from accountancy to international marketing, helping shape my future career in ways I could not have anticipated.

Where are you now?

In 2020, I was honoured to be appointed Chief Executive Officer of Principality Building Society, a mutual business owned by our customers rooted in 165 years of helping communities to thrive and prosper. I lead a dedicated team committed to delivering exceptional service to our 500,000 Members across the UK.

Beyond my role at Principality, I contribute to the broader community by serving on the board of the Wales Millennium Centre and as Deputy Chair of the Building Society Association.

What has been the highlight of your career so far?

Being appointed CEO of Principality has undoubtedly been my proudest moment. It has provided an extraordinary platform to influence positive change within the financial sector and positively impact our members' and communities. Securing the naming rights for Principality Stadium and serving on influential boards such as the Wales Millennium Centre and the Building Societies Association have also been deeply rewarding as was my appointment to the Prime Minister’s Business Council.

What are your ambitions for the future?

I have always been driven by a desire to play a part in creating a fairer and more equitable society. My ambition is to continue driving Principality forward sustainably and responsibly, ensuring we positively impact our Members and wider communities. I am deeply committed to finding ways to ensure that today’s children benefit from the same learning and opportunities that I did; in today’s climate we have so much vulnerability and outcomes are so challenging so there is much to do.

As a senior leader, how do you help build an inclusive and engaging culture in your organisation?

Every day, I strive to foster an environment where my colleagues feel genuinely valued, heard and included. We were given two ears and one mouth, so I try to use them in that proportion. I recognise that as a leader there is real power in being normal, being vulnerable and showing that we get things wrong.

I believe in creating an environment that is as welcoming and forward-thinking as the communities I serve and believe that business can only be successful if our people, our biggest asset, are motivated, engaged and feel valued. 

We achieve this through colleague-led networks, inclusive recruitment practices, our enhanced parental leave scheme, and an award-winning flexible working policy. Additionally, reinvesting 3% of our profits into “impact” initiatives reflects our commitment to creating a genuinely inclusive culture.