Sandra Busby: From Journalism to the Voice of Wales’ Outsourcing Sector
Sandra Busby serves as the Chief Executive and Managing Director of Connect Wales, a prominent organization representing the financial and professional services, business process outsourcing (BPO), and customer service sectors in Wales.
Since founding the organization in 2004 (formerly known as the Welsh Contact Centre Forum), Busby has played a pivotal role in driving economic growth in Wales.
Her leadership has supported more than 350 centers and 30,000 industry professionals.
Busby leads the organization as an employer forum, providing strategic guidance, training, and support to the Welsh services sector—an industry that contributes over £650 million annually to the economy.
She is also a fierce advocate for skills development, equality, diversity, and inclusion (EDI) within the workplace.
A Career Rooted in Communication and Leadership
Before spearheading Connect Wales, Busby built a diverse professional background:
Journalism: Her early career in the press honed her communication and advocacy skills.
Economic Development: She served as the Managing Director of the Cardiff and Newport Call Centre Initiative.
Board Representation: She has held numerous board positions, including roles with the Women’s Economic Development Agency.
Sandra is recognized as a leading voice on business issues in Wales, frequently speaking on global industry trends such as Artificial Intelligence (AI), Customer Experience (CX), and Talent Development.
Personal Interests
Outside of her professional endeavors, Sandra is a passionate fan of football and golf.
She enjoys maintaining her physical fitness and has a keen interest in exploring new wines and fine dining experiences.
