Senior Leadership Team

Mr Dan Mason

Dan Mason, BSc, NPQH is the Principal of Ormiston SWB Academy. Dan has been a senior leader since 2013, working in a variety of educational settings.  Dan is a qualified SENDCO and Access Arrangements Assessor, who has a keen interest in improving the life chances of children, irrelevant of any barriers they may face.

Having progressed from a Physical Education background, Dan is a father of two boys and a keen athlete who enjoys completing endurance activities across Europe
Email: [email protected]

Mr Simon King
Vice Principal (Raising Aspirations)

Simon King is responsible for Curriculum design, options and external examinations

Simon joined the academy in 2017. He graduated from Bristol University before completing his PGCE at Kings College, London. He started his teaching career in London and Kent as a Science teacher and then Head of department before relocating to the West Midlands and taking up a senior leadership position in Birmingham where he set up and ran a sixth form. He has been a senior leader since 2012 and has completed a number of outreach placements across the West Midlands as part of a previous role in school improvement. Simon now oversees the options process and the overall design of the curriculum.

Outside of the academy, Simon is a husband and father who enjoys hiking, travel and following the contrasting fortunes of Charlton Athletic and the England Cricket team.

Email : [email protected]

Miss Sarah Woodbine
Vice Principal (Pastoral, Safeguarding (DSL), Student Services and Executive SENDCO)

Miss Woodbine has had a varied career:  working across primary, secondary and special school establishments. Within the Children’s Services department at the Local Authority and as the the Multi Agency & Support Team manager in Bilston for two years.   Miss Woodbine says that her passion for safeguarding, special needs and supporting the most vulnerable students has come from her experiences over the years  – seeing how differences can be made to families and sometimes being the advocate for those the most in need.

Outside of school Miss Woodbine’s favourite time is spent with her two daughters, their two dogs and pony. 

Email : [email protected]

Mr Kieran Ellement
Vice Principal (Quality of Education)

Kieran is responsible for teaching & learning, curriculum implementation and assessment at Ormiston South Wolverhampton and Bilston Academy.

Kieran graduated from Coventry University with an honours degree in Geography and Natural Hazards (BSc) before completing his PGCE in secondary geography at Keele University. Kieran joined the academy in 2016 and has held the position of lead practitioner (teaching and learning) and more recently Associate Assistant Principal (curriculum). He has a passion for improving life experiences of young people. One of his proudest achievements at our Academy has been leading numerous trips to Iceland over the years, giving many of our students a once in a lifetime opportunity.

Outside of school, Kieran is a proud father of two adopted boys who keep him busy during weekends and school holidays. Kieran is a keen musician, having played in several bands and orchestras as a drummer from a young age. 

Email: [email protected]

Mrs Laura Goodall
Assistant Principal (Behaviour and Attendance)

Laura Goodall is responsible for leading KS3.

Laura graduated with BA(Hons) Physical Education with QTS from Leeds Metroplitan University in 2004. She has moved to the West Midlands from Yorkshire and has taught at OSWBA since 2014.

Laura also oversees whole school attendance and admissions as well as the Y6 to 7 Transition process.

Email: [email protected]

Miss Gemma Keen
Associate Vice Principal (Teaching and Learning)

Gemma is responsible for Teaching and Learning and Professional Development at Ormiston SWB.

She graduated from Nottingham University with a BA Geography degree in 2015 and has previously worked for Ormiston Academies Trust as the Geography Lead Practitioner for the West and South regions.

Outside of the Academy, Gemma loves travelling the world and is always eager to visit a new country.

Email: [email protected]

Mr L Lal
Assistant Principal (Social Action)
Mrs Donna Hughes
Assistant Principal (Personal Development)

Donna Hughes is responsible for leading all aspects of Personal Development here at the academy. 

Donna graduated with 2:1 in BA(Hons) Drama from the University of Wales, Aberystwyth. Originally from the North- East, Donna moved to the West Midlands upon graduation and has taught English at South Wolverhampton and Bilston Academy since its inception.  

As well as responsibility for leading on the academies C.O.R.E  curriculum which incorporates aspects of PSHE (Personal, Social and Health Education, RSE (Relationship and Sex Education) and FBV (Fundamental British Values). and SMSC (Spiritual, moral, social and cultural) development , Donna is also the academy lead for Mental Health and Well-being, Enrichment and Student Voice. 

Outside of the academy, Donna is an animal rights advocate and spends her time volunteering at a local animal shelter, or fostering unwanted animals. In her social time, Donna is also an avid reader and enjoys the theatre and the cinema.

Donna fully believes that the student centric curriculum, and culture that is at the heart of the academy vision will not only help to educate, but  empower all SWB students to lead, happy, enriched and rewarding lives. 

Email : [email protected]

Miss Sarah Shuttleworth
Assistant Principal (Sixth Form)

Sarah is responsible for SWB6th, our sixth form at Ormiston SWB Academy. 

Sarah graduated from the University of Birmingham with an honours degree in Theology in 2004, before returning in 2006 to complete her PGCE. Sarah previously worked at another Ormiston school for 12 years before joining SWB in 2019. She has worked in leadership roles within Humanities before becoming a Lead Practitioner for teaching and learning. Sarah has worked closely with the sixth form for the duration of her career, teaching Philosophy, Religion and Ethics, and Sociology, so was excited to take on leadership of the sixth form at Easter 2024. Sarah is passionate about supporting students to take their next steps in life, whether that be going to university, starting an apprenticeship or finding a career that is perfectly suited to them. 

Outside of the academy, Sarah loves to travel, enjoys attending live music events and loves reading and listening to podcasts. 

Mr Ali Lampitt
Business Manager

As Business Manager Ali is responsible for the operational functions of the Academy.

Ali joined the Academy in 2014 shortly after obtaining his Certificate in Schools Business Management (CSBM), contributing to key operational areas of; Finance, HR, Facilities and IT. While at the Academy Ali continued his development by undertaking an Operational Management qualification, where he received a distinction.

Outside of the Academy, Ali enjoys spending time with his family, keeping fit and music.

Email: [email protected]