Leadership Team

Our leadership team

The day-to-day running of the Trafford Housing Trust group is the responsibility of our Leadership Team, consisting of our Chief Executive who is supported by nine Directors.

Executive Directors


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Larry Gold, Chief Executive

With a solid background in chartered accountancy, Larry spent 18 years working in housing organisations and prior to that holding leadership positions in Local and Central Government. In 2004, he was an integral part of the team that set up Trafford Housing Trust and spearheaded our move into ‘profit for purpose’ development. Larry became Deputy CEO in 2016 and is Managing Director of Development. He is the executive lead for the Trust’s social investment and social enterprise activity, and the driving force behind CleanStart, a social enterprise set up to help those struggling to find work gain access to training and employment.

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Angela Hunter, Chief Experience Officer

Angela has responsibility for a number of operational and corporate functions within the Trust, including Customer Operations, Technology, Business Transformation, People & Talent, Customer Experience, and Marketing & Communications.  Her corporate background spans multiple sectors including technology, telco, financial services, utilities and management consultancy. Angela brings extensive experience of transforming organisational culture and performance, and works closely with the non-executive Chair of our Customer Board to drive our customer strategy. Angela has two children.

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Barry Wears, Finance Director

Barry is responsible for our finance, procurement, performance reporting and social investment teams. His experience in the private sector has seen him work across various SMEs and large FTSE listed corporations, helping him develop a strong ethos in margin delivery and a desire to push business plans further.

He recognises that housing associations are in a unique position to deliver the required change to the UK housing market for three reasons: Government-backed revenue streams; very strong asset bases; and access to customers, Local Authorities and land. He’s committed to ensuring the effective utilisation all three opportunities by driving improvements in commerciality, streamlining decision-making processes and creating an actions-based approach.

Looking outside the Trust, he believes in establishing and maintaining long term partnerships external in both the supply chain and client base. Turning his experienced eye inwards, he’s committed to maximum investment in every one of our staff to help them progress and grow with us.

A family man with 2 children, he loves cooking, playing sport and travel. All of this helps keep his mind off his beloved Newcastle United, a source of both agony and joy for most of his adult life.

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Iain Wallace, Director of Property Services

Iain is responsible for the delivery of our repairs and maintenance service, the management of property and people compliance. He has also taken lead role in our initiative to effectively reduce carbon emissions.

He’s 100% dedicated to performance improvement and is equally passionate about developing leaner methods of working. His achievements in these fields include reducing waiting times for our housing and a £6 million reduction in R&M spend within a 12-month period. His latest major project was the successful completion of the Trust’s Grenfell project, which will ensure 1800 of our homes exceed safety recommendations for residents.

Iain was directed to the housing sector by RICS, and quickly decided to stay once he experienced the rewarding possibilities of hard work, tolerance and understanding. His job puts him in a position where he can make positive changes to peoples’ lives through such work as implementing affordable warmth projects and ensuring our care schemes are maintained to the highest standard.

First and foremost, Iain is a family man. However, sailing comes a very close second. He has a yacht in North Wales which is where he spends most of his weekends racing or cruising.

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Graeme Scott, Development Director

The primary focus of Graeme’s role is the delivery of our development programme, which will see £450m invested over the next 4 years to build 2000 new homes across the North West. This puts him at the helm of end-to-end development, from finding land opportunities to ultimately selling homes.

During his 13 years working with the Trust, Graeme has played a pivotal role in our evolution and managed everything from ensuring compliancy with the Decent Homes Standard to establishing our development function.

His biggest challenge to date has been successfully steering the Old Trafford Masterplan initiative. This required demolition of four out-of-date tower blocks and construction of over 300 new homes, including Limelight, our flagship Extra Care health and community hub.

As somebody who’s passionate about delivering high quality homes, Graeme is particularly proud of our partnership with L&Q which aims to create affordable housing, rather than avoiding it in the manner of some mainstream developers.

Graeme spends his spare time developing bonds with his family, taking his two sons to different sporting events and commendably saying that whether they win or lose, simply watching them participate makes him happy.

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Eoin Keogh, Customer Operations Director

Responsible for our Neighbourhood, Customer and Independent Living services, Eoin’s many skills combine to help him in his role; to effectively ensure the services we provide are just right for their requirements of the people who live in our homes.

Not just today, but in the next months and years to make sure what we don’t still to meet their ambitions and expectations in a fast-changing world.

This is achieved by working closely with our customers to hone existing services or create brand new ones to meet identified need that really set us apart from many housing providers. Eoin has worked at senior levels across the housing sector and care businesses. His focus is on customer service, operational leadership and innovation to meet need.

When he’s not busy creating better services for our customers, Eoin likes nothing better than being with his family or spending time outdoors.

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George Whalley, Director of People & Talent

He joined THT in 2015 and leads on our People and OD strategy including reward and recognition, workforce development, employee engagement, equality and diversity, recruitment and retention and the provision of HR support across the Trust.

George is a chartered member of the Chartered Institute of Personnel and Development (CIPD) and a graduate of Oxford University and Salford Business School. He has over 15 years’ experience working in HR roles within the legal, financial services and social housing sectors.

Outside work, George is actively involved with the CIPD and is the immediate past Chair of the CIPD Manchester Branch. He is a keen supporter of the charity Retrak, and undertakes fundraising and overseas voluntary work through their Connecting HR Africa programme. In his spare time, he and his wife enjoy comedy, wine tasting, DIY and walking their two dogs.

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James Crawford, Programme Director for Independent Living

James has an enviable breadth of experience in Business Change Strategy and Business Change Delivery, enjoying the challenges of leading change programmes, adopting new technologies and generally making life better for customers. He has designed and delivered large scale changes in utilities, housing, local government, central government, healthcare, financial services, outsourcing and not-for-profits, ranging from pilots to £80m programmes.

This knowledge and experience is currently being leveraged by James as he creates a strategic review on how best to optimise the business in Trafford and beyond; taking stock of future needs and decide which services we will develop over the coming years to serve many more people across Greater Manchester and the North West.

When he’s not at work, he’s on two wheels, cycling and motorcycling, despite Manchester’s notorious weather. He also enjoys rock concerts and chilling out at the cinema.

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Julian Massel, Director of Technology

Julian is responsible for all aspects of data, Information and Technology.  After a 15-year career working at senior levels in Central and Local Government, where he developed a successful track record of creating and implementing business strategies, delivering large-scale change programmes and developing outstanding ICT departments, Julian moved to THT in 2016.

With a successful record of leading and delivering complex transformational programmes, Julian is involved in bringing accessible online services to customers, creating central intelligence systems and a modern workforce.  He also represents Greater Manchester Housing Associations on the GM-Connect Leadership Team, which looks at how information sharing across housing, local government and the NHS can reduce demand on public services and improve the lives of residents. As a father of two boys, Julian spends much of his spare time trying to keep up with them! His interests include supporting Manchester United, cycling and DIY.

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Deborah Elgar, Director of Social Enterprise

Deborah came into Social Housing in 2000 after spending 14 years in the Greater Manchester Police in a variety of roles. She started as a Housing Officer in Littleborough working for Rochdale Boroughwide Housing and progressed to Neighbourhood Housing Manager before joining THT at the time of the stock transfer in 2005.

In 2008, Deborah took up the role of Senior Manager of Social Enterprise where she focused my efforts on setting up sustainable social enterprise CleanStart working with Priority and Other Prolific Offenders. She became Director in 2019 due to significant growth and development of the service overseeing six areas and the responsibility of 100 employees. 

In her spare time, Deborah enjoys swimming, cleaning up after two gigantic dogs and DIY. She can also be found pursuing her passion for nature.  

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