Connect
IN THIS ISSUE:
• DIRECTOR OF THE YEAR
• EBB & FLOW MARKETING
• PORTAL PROMISE
• CONNECTIONS & REFLECTIONS
BUSINESS EDITION | MAY 2025
Croeso i Portal Connect...
Welcome to the Business Edition of Portal Connect!
In this issue, we’re diving into leadership, inspiration, and community. We sat down for an insightful Q&A with Sophie Jones, founder of Ebb & Flow Marketing, to talk business journeys, bold decisions, and the power of purpose-led marketing.
Connections and Reflections...
A look back at where we’ve been and who we’ve connected with over the past few months.
Our Relations Team have been out and about, strengthening ties and supporting incredible causes across Wales. Here’s what our team had to say:
Newport Women’s Business Network
“So many talented and supportive women coming together for a shared purpose - a real celebration of community and impact.
A special thanks to Libby from 2wish for an inspiring presentation.” - Jo Smith
GlobalWelsh Gwent Breakfast Networking
“We had a great morning talking all things business and sport. A brilliant mix of energy, insight and connections...” - Chris Brooks
We’re also celebrating standout leadership with highlights from the prestigious Wales Director of the Year Awards. And of course, we’re sharing real feedback from learners who are feeling the impact of our training in their everyday work.
So, grab a cuppa and enjoy this issue as we connect with the people driving Welsh businesses forward.
Business Beats Cancer Cymru
“An unforgettable evening that brought together business leaders from across Wales in support of an amazing cause. It was a privilege to hear the stories of those affected and to learn more about the vital work of Cancer Research UK.” - Chris Brooks
Celebrating Leadership in Wales
For the second year running, Portal were proud sponsors of the Skills Development category at the IoD, Wales Director of the Year Awards.
This award recognises leaders who go the extra mile to nurture, develop, and inspire their teams and future talent, values we proudly champion at Portal.
Congratulations to this year’s Skills Development finalists:
Craig Weeks – JCB (Winner)
Syed Sameer Rahman – DataMonet (Highly Commended)
Ann Nicholas – Educ8 Training
Victoria Roskams – Enbarr Enterprises Ltd
The ceremony was an inspiring celebration of vision, values, and leadership across Wales.
A heartfelt thank you to IoD Wales, the category sponsors, and all those involved in making this event such a memorable celebration of Welsh leadership.
Here's a quick recap of all category winners:
Innovation:
Dr David Banner MBE, Wales Interactive
Public & Third Sector: Rhian Mannings MBE, 2wish Cymru
Start-Up: Dr Owain James, Darogan Talent Ltd
Small Business: Dan Edmunds, Espanaro Ltd
Medium-Large Business: Bernard Ward, Acorn by Synergie
Equity, Diversity & Inclusion: Lesley Williams, Welsh ICE
International: Steven Pearce, Mine Environment Management
Sustainability: Robert Lewis, Celtic Financial Planning
Non-Executive: Sarah Williams-Gardener, FinTech Wales
Craig Weeks of JCB receiving his Skills Development Director of the Year Award from Portal Director, Gwawr Booth.
Rooted in Purpose, Driven by Impact: A Q&A with Sophie Jones, founder of Ebb and Flow
In this honest and insightful conversation, we sat down with Sophie to talk all things leadership, starting a creative agency, and what it really takes to grow a purpose-led brand online.
Q. Let’s start at the beginning - what inspired you to launch Ebb and Flow marketing?
A. I was working at an advertising agency, on paper, it was my dream job. But once I was there, I realised it just didn’t align with my values. The clients didn’t feel right for me, and I found it hard to genuinely support or believe in their work. I couldn’t show up as my best self, and I knew I wasn’t doing them justice either.
So, one weekend, I went to a wellness café feeling deflated and I just started jotting down everything in my head. By the end of that coffee, I’d mapped out an entire business plan, branding and all. That same night, I registered the business, and on the Monday morning I handed in my notice. No savings, no clients, just conviction. My family were naturally concerned, but I knew deep down it was the right move. Now, I work with purpose-driven clients, I have a team who share my values, and every day feels like a joy. That leap was scary, but it’s brought me to a place where everything flows, and that’s where the name Ebb & Flow comes from.
Q. You launched in 2023. What have been your proudest moments so far?
A. Well, first off, I’m not bankrupt! That feels like a win in itself. Statistically, most new businesses
don’t make it past their first year, so reaching that milestone while actually thriving was huge.
We've partnered with a diverse range of purposeful, values-led clients - from up and coming eCommerce brands and UK festivals to standout personal brands like Jamie Morrison of the Stereophonics. We've also supported highprofile shoots featuring Premier League players. Those partnerships have led to real relationships, and when professional collaborations turn into friendships, I take that as a sign we’re doing something right.
On a personal level, the biggest win has been freedom. I’ve been able to be there for my son in all the ways I used to dream about - school pickups, Christmas plays, even the random little assemblies where he has half a line. That means everything to me. Building a business that lets me prioritise those moments? That’s real success.
Q. You’ve been shortlisted for a Wales StartUp Award for the second consecutive year, how does that feel?
A. Honestly, it’s been lovely. It’s a reminder that we’re doing something right, even if I don’t always pause to acknowledge it. This year, I didn’t expect to be nominated again, especially since we didn’t win last year.
It’s a massive compliment. We've seen some big Cardiff agencies nominated in the same category before, so to be recognised among them in just our second year feels surreal. But ultimately, awards aren’t the end goal. What really matters is how our clients feel. Still, it’s lovely to know that our work is being seen and that people believe in what we’re doing.
Q. What makes Ebb and Flow stand out in such a crowded space?
A. I truly believe what sets us apart is our depth of strategy. We go deep into brand positioning, audience clarity, and long-term goals. Our strategies are extremely detailed, intentional, and tied to tangible business outcomes.
Too often, businesses jump from agency to agency without laying the right foundations. That’s where we come in. We reverse-engineer social strategies based on the bigger picture, not just to chase likes or trends, but to drive real ROI. That’s why we work with clients for a minimum of six months. Real results take time, testing, and refinement.
Sometimes we support in-house teams who are stretched thin, sometimes we lead the strategy, either way, it’s always collaborative. We’re also evolving with the industry by building specialist roles across platforms.
Social isn’t a side task anymore; it’s central, and it deserves that level of focus.
Know exactly who you're speaking to, where they are, and what matters to them, because if your content doesn't feel personal, it won't convert.
Q. For a business looking to grow their online presence, what are your top three social media tips?
1. Start with strategy.
Never post blindly. A proper strategy is essential, whether you build it in-house or outsource it. Without it, you waste time and money hoping something sticks. Know exactly who you're speaking to, where they are, and what matters to them, because if your content doesn't feel personal, it won't convert.
2. Build a brand, not just a business.
Your brand needs a personality, something people can connect with. We treat brands like people and create a ‘brand character’ to ensure consistent tone, values, and behaviour across all content. Consistency builds recognition and trust, which are key to long-term growth.
3. Don’t just post - engage.
Social media is about being social. You have to build a community by showing up in the comments, replying, joining conversations, and being active. Some of our best-performing content has been comments, not posts. Of course, engagement takes time, but it’s where the real connection and growth happens.
Sophie Jones
Ebb & Flow Marketing
Q. What’s been your biggest challenge running a start-up in the marketing space, and how have you overcome it?
A. Hiring the right people has been one of the toughest challenges. In a small business, the wrong hire can have a huge impact on productivity, culture, and energy. Early on, I was guilty of rushing the process or hiring based on a “good story,” but it cost time and money. I’ve since introduced a more phased hiring approach and seek advice from mentors to support better recruitment decisions.
Letting go was another big learning curve. I’ve built my brand on high standards, so handing things over was hard. But I realised that people need room to grow, fail safely and to thrive. We’ve built a culture where ideas are welcomed, learning is encouraged, and team members use our own social platforms as a space to test and develop skills.
Finally, wearing every hat as a founder has been a personal challenge, especially doing tasks outside my creative comfort zone, like accounts or operations. I’ve had to push myself to manage things that don’t come naturally, but long-term, I’m working towards building a structure where I can focus on my strengths and hire to fill the skills gaps.
Q. On a personal level, what drives you?
A. My son is my biggest driving force; he’s the reason I do everything. He motivates me daily, and my purpose is rooted in serving him and creating something meaningful for his future.
More broadly, I’m driven by the desire to support others and make a positive impact. In the early days of the business, we did a lot for free, sometimes to our own detriment, but I believe in giving where it feels right. That generosity has come back in powerful ways, with people recommending me in rooms I’m not in.
At the heart of it all is my faith. It grounds me, especially through challenges. I trust that I’m always exactly where I’m meant to be, and that belief keeps me moving forward with purpose and authenticity.
Q. Finally, if you could give one golden nugget of advice to someone starting a creative agency, what would it be?
Focus on building something authentic to you. Stay true to your values, trust your gut, and don’t be afraid to take risks. If you fail, learn from it, rebuild, and keep growing.
When you focus on why you're doing it and stay aligned with your values, success will follow.
To find out more about Ebb & Flow, visit: ebbandflowsocial.co.uk/marketing
Or follow Sophie and the team @ebbandflowsocial
Portal Promise Highlights...
Back in February, we hosted our Portal Promise event at the Sport Wales National Centre, Cardiff.
The event brought together professionals from the Business, Charity and Sports sectors to explore how culture and wellbeing can empower teams and drive success.
The event was a huge success, with fantastic insights from our guest speakers, Lloyd Ashley and Simon Delve. Lloyd is a former professional rugby player and Director of Living Well With Lloyd Ashley and Simon is CEO of Samten and a leadership consultant. Both speakers emphasised that fostering positive, open, and resilient workplace cultures - where individuals are supported to grow and thrive, is key to achieving long-term success.
Attendees enjoyed a delicious breakfast buffet, whilst networking, and engaged in an insightful Q&A session with our speakers. The event sparked some incredibly honest discussions on the power of workplace wellbeing and positive leadership, leaving everyone with plenty to take away.
A huge thank you to everyone who attended and, of course, to Lloyd and Simon for their inspiring talks.
Missed our event?
Take a look at our best bits over on our
We’re already looking forward to our next event!
If you would like further information on our up and coming Portal Promise events, get in touch: info@portaltraining.co.uk or follow us on eventbrite
YouTube Channel...
Learner feedback
We’re excited to share some fantastic feedback from our ILM Leadership & Management learners following their recent course completion.
It has impacted me massively professionally, having received two promotions during my time on the course.
Rebecca McCabe
ILM Level 5 Leadership & Management
It has definitely increased my confidence in the workplace, in my abilities and as a manager/leader and in providing me with the tools to carry out my work effectively. It has benefited the team and organisation in terms of achieving the company's business goals.
Diane Phillips ILM Level 5 Leadership & Management
There were many unexpected learning points, and it gave me the chance to review policies and suggest improvements.
ILM Level 4 Diploma in Leadership & Management
Leila Conolly Outdoor Activity Development Officer
Shaping Strategic Senior Leaders .
Our ILM Level 7 qualification is designed for senior and strategic leaders ready to take their career to the next level. If you’re looking to enhance your strategic leadership capability, drive organisational outcomes and lead meaningful change, this programme is the ideal fit.
With a focus on future-proofing your organisation by developing an innovative culture and implementing strategic, viable solutions, the Level 7 offers a unique opportunity to advance your strategic leadership and management growth.
READY TO TRANSFORM YOUR LEADERSHIP?
Get in touch: email: info@portaltraining.co.uk tel: 029 2240 2597
ILM Level 7 Certificate in Strategic Leadership & Management
Diolch/Thank you...
We hope you enjoyed the latest edition of Portal Connect.
If you would like to contribute to the next edition or have a service, team or event to promote, please get in touch!
CONTACT:
Helen Hallam
Marketing, Design and Communications Manager 07711 596558
helen.hallam@portaltraining.co.uk
If you would like further information regarding any of our Business sector qualifications, please contact:
Phil O'Brien
Business Relations Lead 07713 287957
phil.obrien@portaltraining.co.uk