Our Team
We bring different perspectives to the table, but we’re united by a love for purposeful work, working with nature, and real connection.
Keri Jones
Keri Jones is the founder of Roots Shoots & Boots, bringing together more than 30 years of commercial experience with a deep-rooted commitment to nature, people, and sustainable work.
Keri’s strengths lie in strategic thinking, ethical leadership, and an ability to translate complex ideas into practical, workable systems. Her decision to consolidate multiple companies into a single parent business and develop a franchise programme reflects her belief in collaboration, shared standards, and empowering others to succeed without losing their values.
Above all, Keri believes that good business should feel aligned… with nature, with community, and with the people who make it happen. That belief continues to shape Roots Shoots & Boots, and everything that grows from it.
CEO
Alexandra Lea
Alexandra Lea helps service-based brands grow by making their marketing clearer, sharper, and more effective. With over 15 years’ experience across health, FMCG, property, and corporate sectors, she specialises in translating complex offerings into confident, customer-focused brand messages.
At Roots Shoots and Boots, Alexandra combines strategic thinking with hands-on delivery, shaping franchise operations, marketing systems, and franchisee offerings. She is known for designing simple, effective processes that enable teams to communicate consistently and confidently, without unnecessary complexity.
Collaborative and results-driven, Alexandra partners closely with leadership and operational teams to strengthen brand presence and support sustainable growth.
Head of Marketing
Operations Lead (EA to CEO)Amanda Robinson
Amanda Robinson’s career has taken her through a wide range of sectors, leading sales and business teams in fast‑paced, ever‑changing environments. For many years she worked in B2B sales and relationship management within the IT industry, where she developed strong negotiation skills and the ability to build trust through open, honest communication. This work gave her the opportunity to deliver solutions and manage complex change for some of the UK’s largest companies.
A chance meeting with Keri changed everything. The opportunity to help create a community built around nature, connection, and meaningful activity was simply too good to resist – now she is excited to be part of something that brings people together and helps them thrive
Executive Marketing & Business Development Lead (EA to CEO)Hayley Perring
Hayley Perring is a marketing professional with a background in building brands, growing communities, and helping independent businesses succeed. Over the years, she has worked across both marketing and social media, working with a wide range of businesses, always helping brands communicate clearly, grow sustainably, and connect meaningfully with their audiences.
For her, joining Roots Shoots & Boots wasn’t just about the work itself; it was about being part of something that prioritises integrity, sustainability, and people-centred practice.
Whether she is supporting businesses through marketing, growing green spaces, or building environments where people feel grounded and supported, her focus is always the same: doing things properly, with care, purpose, and respect for both people and the planet.