British Furniture Manufacturers

Meet the team

Meet the team at BFM

Our friendly team of experts ensure our members get access to a range of benefits and services.

For media enquiries please contact Jane Shepherd from Shepherd PR, by emailing or calling 01538 308685 / 07985 129315



Phil Spademan

Phil Spademan, Managing Director


Joanna Audley-Charles

Joanna Audley-Charles, Communications & Marketing Manager

Joanna's background

Joanna is a qualified journalist with a degree in International Relations and Economics.  She began her career in financial services working in sales before moving into marketing and communications.  Over the past 25 years she has worked for various private companies and local authorities in a public relations or public affairs role.

Prior to joining BFM, Joanna was the Public Affairs and Media Manager for 9 years at a membership organisation, where she transformed the organisations communications by creating a press office and media monitoring hub.  In doing this the organisation was able to effect strategic engagement and significantly increased the organisation’s media presence.

Joanna has handled some of the most challenging enquiries from the consumer press including Watchdog, Don’t get done get Dom, Rip off Britain and You and Yours, and steered the organisation through hundreds of interviews by the national press, TV and radio.  In addition, Joanna was instrumental in lobbying government to create new, primary legislation through strategic comms and organising meetings with Ministers, MPs and officials at summits and party conferences.


Joanna Privett

Joanna Privett, Membership Engagement Manager

Joanna Privett's background

The BFM’s Membership Engagement Manager, Joanna Privett has extensive Trade Association and member engagement experience working with a diverse and broad clientele.  Joanna has had a varied career and has developed her experience and knowledge of the business world in different sectors ranging from insurance, through to account management at national media sales level. 

Her can do attitude and mantra of there’s no challenge that can’t be overcome with a bit of brain power and team work has put her in good stead with the team at BFM. She’s passionate about delivering results and building long lasting productive partnerships.  

Joanna is responsible for the delivery of the BFM’s Engagement and Events programme with special focus on our regional events.  If you have thoughts or ideas concerning what you want to see included, please do reach out to to discuss further. 


Roz Guarnori

Roz Guarnori, Events Consultant

Roz' background

Roz Guarnori is a Senior Events/Exhibitions Director with 20+ years of large-scale b2b exhibition/event/confex management experience across a wide range of manufacturing and retail sectors. 

Roz started her exhibitions career in sales and progressed over the next 10 years to Event Director of Spring and Autumn Fair.  During her career she has also worked for the organisers of January Furniture Show, Harrogate Home & Gift and Top Drawer as well as a global portfolio events director for a manufacturing-based trade association.

Roz has a solid track record of devising and delivering successful projects from concept to event. Significant experience in developing relationships with stakeholders, devising and delivering appropriate strategies and identifying requirements to implement solutions in line with business objectives. Passionate and committed to delivering exceptional standards of service across all types of events and maximising opportunities to increase sales and profitability. 


Alistair Bromhead

Alistair Bromhead, Health, Safety & Environmental Consultant


Paul Vaughan

Paul Vaughan, Technical Services Consultant 

Paul's background

Paul Vaughan BA (Hons) CQP MCQI, is a Business and Economics degree holder passing with upper second-class (2:1) honours. He is member of the Chartered Quality Institute (CQI) and is classified as a Chartered Quality Professional (CQP), which is well known as the gold standard in quality professionalism.

With over ten years of consumer product technical experience, Paul has worked with the Shoe Allied Trade Research Association (SATRA) and the Furniture Industry Research Association (FIRA) both in a technical capacity for furniture, shoes and other consumer products. Providing technical services from components to finished articles, and from structural, safety, chemical and physical performance testing, Paul has a wide range of technical expertise from manufacturing to importing and what appropriate due diligence looks like.

An IRCA ISO9001 trained lead auditor for Quality Management Systems, Paul has been involved directly with consultancy, development and understanding of key industry schemes such as the National Bed Federations (NBF), FIRAs Compliance Scheme and the Leisure and Outdoor Furniture Associations (LOFA) code of practices. Some schemes are co-ordinated partnerships holding Primary Authority with various Trading Standards Offices, which is where Paul developed his sound understanding of authority expectations.

Paul is currently employed by valued member DFS Trading Limited as Quality Control Manager. He is the author of the DFS Code of Practice and performs product quality and technical duties day to day working with UK and global supply partners producing finished articles for DFS.

Paul has joined the BFM in a voluntary role as Technical Services Consultant, representing the BFM on British Standards Institute (BSI) standards development committees, as well as taking lead at the Department for Business and Trade (DBT) and Office of Product Safety and Standards (OPSS) business reference committees to better support the Association.