About Us
Jo-Anna Sell – Founder & Director of Kind Collective
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Jo-Anna Sell is the Founder and Director of Kind Collective, an award-winning provider of Wellbeing, Talent and Event Management.
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Her career spans two interwoven strands: wellbeing and mental health and event and talent management. Together, they form the foundation of Kind Collective’s unique approach which is combining expertise in people, performance, and care with world-class delivery.
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With over 15 years of experience in the pharmaceutical industry, Jo-Anna worked in senior project and operations management roles, where she led high-performing teams, managed large-scale global events, and provided direct one-to-one support to C-suite executives. She became known for her ability to deliver complex international projects while maintaining a focus on people, detail, and impact.
Alongside her corporate career, Jo-Anna developed a diverse portfolio in the hospitality, entertainment and creative industries. From managing backstage teams and coordinating talent at festivals, TV programmes, and radio roadshows, to overseeing logistics for large-scale conferences and live events, she built a reputation for bringing calm, organisation and warmth to high-pressure environments.
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Running in parallel with her events career, Jo-Anna discovered that championing mental health and wellbeing was another huge passion of hers. While in corporate leadership, she spearheaded a Mental Health in the Workplace initiative, directly supporting hundreds of employees and embedding psychological safety across a global organisation.
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Her leadership earned recognition at the This Can Happen Awards for Most Inspiring Employee and Best Mental Health in the Workplace Strategy and contributed to that organisation being named a Top Employer in both 2018 and 2019.
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Today, through Kind Collective, Jo-Anna blends these two strands, her operational and talent management expertise with her passion for wellbeing. To date, she has trained more than 3,000 individuals and delivered hundreds of wellbeing events, workshops, and clinics across the UK. She is also a qualified Talking Therapist, accredited Life Coach, and Mental Health First Aid Instructor, with specialisms in drug and alcohol counselling, mindfulness, and suicide intervention. Her expertise has been recognised on national platforms, including panel discussions at the House of Lords.
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Outside of her professional work, Jo-Anna is a dedicated volunteer for a local dog rescue charity. Her own dogs and often foster dogs are regular companions at events and clinics, bringing joy, resilience and warmth that reflect her approach to both life and work.
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