Meet Joanne Greenwood: The Heart Behind Our Operations

There's something genuinely powerful about a person who has walked the path of uncertainty, found their footing, and then turned around to help others do the same. That's exactly who Joanne Greenwood is, and as our Chief Operating Officer at Yorkshire in Business, her story is one that will resonate with anyone who has ever stood at a crossroads wondering what comes next.

From Hospitality to the Heart of YIB

Joanne's professional background is rooted in two of the most people-focused industries around. She spent 15 years working in hospitality and nearly 20 years in retail, building up a wealth of experience across customer service, cash management, and a whole range of responsibilities that come with long-term commitment to a role.

When she found herself unemployed in 2015, following a long and difficult struggle with her mental health, Joanne made a decision that would change the course of her life. She looked into self-employment, and someone pointed her in our direction.

That moment matters. Because what happened next is a story we're incredibly proud to be part of.

Learning, Growing, and Coming Back

Through our workshops and courses, Joanne gained the skills she needed to become a self-employed bookkeeper. She ran her own business for two years, building confidence and capability along the way. Then, when an opportunity came up to work at what she describes as "one of my safe places," she didn't hesitate. She applied, she got the job, and she joined our team as a business adviser specialising in Start Up Loans.

From there, Joanne's role steadily broadened. She moved into more general business support, took on additional projects across the organisation, including developing an online system to handle business-related queries, managing website transfers across servers, supporting sellers at Explore Indie, and working closely with new starters to help them settle into their roles with confidence.

In 2023, our CEO Jenn Crowther approached Joanne about stepping into the role of Chief Operating Officer. She said yes, and we couldn't be more glad she did.

What Joanne Does as COO

As COO, Joanne oversees our strategic operations, partnerships, and growth initiatives, and also serves as Company Secretary. She works closely with our board to strengthen what we offer across the town, supporting enterprise development and driving the kind of collaboration that makes a real difference to local business owners.

Her approach is grounded in practical leadership. She's not interested in theory for its own sake. She's focused on building the kind of supportive, trusting environment where businesses and people can genuinely thrive. That's something she brings to every project, every conversation, and every challenge the role puts in front of her.

She's particularly passionate about creating spaces where businesses can connect. Whether that's through networking opportunities, peer support, or simply making sure the right people find each other at the right time, Joanne believes that strong networks are one of the most valuable things a business owner can have.

A People-First Philosophy

Ask Joanne about what drives her and it comes back to people, every time. She believes that successful organisations are built on trust, respect, and collaboration. Those aren't just words on a wall for her; they're principles that shape how she leads and how she shows up every single day.

Outside of work, that same values-led approach carries through. She's committed to community engagement, to supporting others in reaching their potential, and to the kind of relationships that make both work and life more meaningful.

In her own words: "Every day brings new challenges and new opportunities to learn. I love the different things I get to do and the people I work with."

That says a lot about someone who has navigated real adversity and come out the other side with genuine enthusiasm for what's ahead.

Why Stories Like Joanne's Matter

We share Joanne's story not just because she's a brilliant member of our team, but because her journey reflects what we stand for as an organisation. We've always believed that business support works best when it's personal, practical, and built on real understanding.

Our advisers bring over 100 years of combined experience to the work they do with start-ups and established businesses alike. We focus on helping people identify their "why," understand their target market, build financial literacy, and develop plans that actually serve their needs rather than simply ticking boxes for potential investors.

Joanne experienced that firsthand. She came to us as someone who needed guidance, used what she learned to build something of her own, and eventually became part of the team delivering that same support to others. That kind of full-circle journey is exactly what community-led business support looks like at its best.

Ready to Start Your Own Journey?

Whether you're just beginning to think about self-employment, looking to grow an existing business, or simply want to be part of a community of like-minded entrepreneurs in the Scarborough area, we'd love to hear from you.

Our team, including Joanne and our full group of qualified business advisers, is here to offer the kind of practical, no-nonsense guidance that makes a real difference. Take a look at everything we offer and find out how we can support you at yorkshireinbusiness.org.uk/.