Elaine Birchall

Based in Belfast, Northern Ireland (NI), Elaine is CEO of consumer goods company SHS Group and an accomplished business leader. Elaine has led The SHS Group since 2015 to achieve success in the fast-moving consumer group sector selling many well-known brands such as WKD Vodka, soft drink Shloer, Maguire & Patterson matches, Zip firelighters and Meridian nut butter. The company also distributes other household named consumer brands including Colgate, Nurofen, Finish, Dettol, Ryvita and Tunnocks. Launched in 1975, the flourishing group employs more than 1,100 people in offices and production sites in the UK and Republic of Ireland. Elaine is also a prominent business leader in NI. As a long-stand board member of the Confederation of British Industry, and more recently as vice chair, she has represented NI businesses and led on negotiations with policymakers at all levels. She is also a board member of Business in the Community, NI, which works with organisations to deliver the region’s responsible business agenda. Additionally, she champions professional development for women through Women in Business NI. Originally from Co Kildare, Ireland, Elaine was awarded an honorary MBE in the Queen’s Birthday Honours in 2021 for services to economic development in NI.