About us

Phil Loach is the Chief Fire Officer for West Midlands Fire Service (WMFS) and is responsible for the provision of emergency response, business safety and community safety services to over 2.7 million people across the West Midlands covering the 7 Local Authorities of Birmingham, Walsall, Sandwell, Wolverhampton, Dudley, Coventry and Solihull.

As Chief Fire Officer he has specific responsibility for advising the Fire and Rescue Authority as to its statutory responsibilities in the provision of an excellent, efficient and effective fire service. For ensuring the community receives a risk based provision of service as part of an effective and integrated strategy for service delivery and for ensuring assertive, safe and effective systems of work as part of operational preparedness.

Initially serving as a firefighter Phil undertook a number of roles across the service before becoming CFO and CEO to WMFS. Phil’s unique leadership style is founded upon a continuous commitment to organisation development and rich communication. This has and continues to enable the transformation of services across WMFS through a period of unprecedented political and economic change.

Phil believes passionately in the services that WMFS provides to its communities and that this is part of a wider message to be delivered by WMFS in partnership with others. This wider communication and commitment to Making the West Midlands Safer, has led to the recognition of WMFS externally for the services it provides, i.e. Marmot, AFSA leadership award for Equality and Diversity.

Wayne is in his 29th year of service and is a vastly experienced strategic manager who joined West Midlands Fire Service from London Fire Brigade in November 2019.

Wayne currently leads the service’s Community Risk Reduction Programme, responsible for Prevention, Protection and Operational Response, and chairs the Health, Safety and Wellbeing Committee. In previous roles, he has also led the delivery of the Community Risk Management Plan, Blue Light Collaboration, Operational Policy, Incident Command and Operational Assurance.

In 2021, Wayne became Director of Fire and a Trustee of 999 Cenotaph. The Emergency Services Cenotaph was founded in 2017 and aims to raise £3.2million to build the UK’s first 999 Cenotaph. This important monument will honour the NHS and all emergency services.

Wayne currently contributes to national workstreams, which includes the National Fire Chief’s Council Operation’s Coordination Committee, Joint Emergency Services Interoperability Principles Project Board, Equality, Diversity and Inclusion Project Board and is an Equality, Diversity and Inclusion Champion.

Wayne has attained qualifications in Business Administration, Digital Leadership, Project Management, Leadership & Management, Coaching & Mentoring and has completed the Executive Leadership Programme.

He is an experienced Multi Agency and CBRN Gold Commander having attended some of the UK’s most significant operational incidents, including London terrorist attacks and the devastating Grenfell Tower fire.

Wayne is a former professional footballer and a current UEFA football coach, qualified to coach at English Championship League level. He has played for and managed both London and England Fire Service football teams and is currently Chair of the England Fire Service football section. He also enjoys boxing and playing golf.

Gary has worked his entire career with the West Midlands Fire Service (WMFS) having joined as an 18-year-old in 1987. He worked the first 15 years of his career across the Black Country before moving into Birmingham and later, Coventry and Solihull.

Having taken up the role of Assistant Chief Fire Officer, Director of Service Delivery in 2012 he continues to relish the opportunity of working alongside the finest firefighting and support teams across the country. Gary is now the Process Programme Executive and responsible for the systems, policies and guidance that enable the strategic aims of WMFS.

In 2014 Gary was awarded an MA in Managing and Leading People from the local Coventry University.

Sarah Warnes is currently Programme executive for “People” in support of the delivery of the strategy set out in The Plan.

People describes the ‘Who’, ensuring our workforce are the right people with the right skills/capabilities and behaviours and are in the right places to deliver the strategic aims of WMFS through process and culture.

In support of this approach Sarah is responsible for;
Employee Relations Framework
Business Partners
Health, Safety and Wellbeing
Organisational Learning and People Development
Workforce Planning
Recruitment and Progression

She continues to be committed to the delivery of diversity, inclusion, cohesion and equality in support of the delivery of excellent services to the diverse population within the West Midlands and is an influential role model. This has been recognised at a national level through the Asian Fire Service Association and Women in the Fire Service.

Sarah is also playing an influential role within the National Fire Chiefs Council and currently sits on the People and Leadership boards. Current areas of focus from these boards are the Leadership Framework, core learning pathways, recruitment and toolkit 360-degree feedback.

Sarah started her career in 1994 with Hampshire Fire and Rescue Service where she served for 10 years before moving to the West Midlands in 2004. Sarah has served in various roles within WMFS including Station and Operations Commander and has worked with teams and external partners in Birmingham, Wolverhampton and Sandwell.

Sarah believes in personal development and leadership at all levels and in 2014 completed an MA in Leading and Managing People from the local Coventry University.

Steve joined West Midlands Fire Service in 1997 after completing his education at Birmingham University. He spent the early part of his career serving at various stations across the Black Country.

Steve has held a number of middle manager roles across the service, including working within Operational Training, The Command Development Centre and Operations Commander in Black Country South and Birmingham commands.

Most recently, Steve has worked within Protection and had a particular focus around reducing risk and vulnerability in tall and complex buildings. As part of the Strategic Enabling Team, Steve has responsibility for Organisational Learning and People Development.

Outside of work, he spends most of his spare time watching football and coaching his boys’ grassroots football teams.

Simon joined West Midlands Fire Service in 2000 and has worked at a number of stations in a variety of roles. Simon has also worked on external local government projects, fire safety and was a member of the team that reviewed Incident Command within the National Operational Guidance programme. In his current role Simon works closely with the Operations Commanders and Fire Control to ensure consistent delivery of 'The Plan' with a focus on continuous improvement and people. He also has responsibility for workforce planning which includes supporting our DICE aspirations and enabling staffing arrangements. Away from work, Simon is a keen cyclist - which he does as often as he can whilst balancing the demands of two young daughters!

Samantha Burton is responsible for the leadership and delivery of West Midlands Fire Services business safety services, on behalf of the Chief Fire Officer across the West Midlands covering 7 Local Authorities.

As the Strategic Enabler Protection Samantha is responsible for ensuring the delivery of the Authorities Statutory obligations under the Regulatory Reform (Fire Safety) Order, and the provision of a risk-based approach to the delivery of protection activities to a diverse business community. Keeping people safe and businesses in business is an integral part of the Service’s Community Risk Management Plan.

Starting her Fire Service career at Highgate Fire Station, Samantha has undertaken a number of roles throughout her career, during which time she developed a passion to understand how to develop services to reduce risk and harm, improve the safety and quality of life for people with complex needs and vulnerabilities, this remains a key motivator for her.

Samantha believes passionately that the key to delivering the best service to the communities of the West Midlands is through personal development, leadership at all levels and by creating an inclusive environment where talent can thrive and people can grow.

Jason Campbell, Strategic Enabler for Prevention, joined West Midlands Fire Service in 1992. In his current role Jason is working to expand on the great prevention activities being delivered by WMFS to achieve its vision of making its communities safer, stronger and healthier. Jason has also served as Operations Commander for both Birmingham and Dudley, and as Group Manager for Training and Learning and Development. He recognises the many opportunities for WMFS to work with a wide-ranging group of partners in order to have a positive impact on the safety, health and well-being of not only the most vulnerable, but all people living and working in the West Midlands. Jason is responsible for the Prevention strategy in the Level 2 Plan and works closely with the Operations Commanders to enable the activities carried out by firefighters in relation to vulnerable people, road safety education, arson, schools education and wider health work. He has served in a number of roles in both Service Delivery and Service Support, starting as a firefighter based at Ward End. He went on to become Crew Commander at Perry Barr, Watch Manager at Aldridge and Station Commander for Highgate. Jason has a passion for learning and development, and puts these skills to use as an internal coach and mentor as well as an external coach. Before he joined the fire service Jason trained as a chef and worked in hotel kitchens in Birmingham and London. He then had a spell working in construction before successfully passing the entrance test for WMFS. Away from work Jason enjoys spending time relaxing and socialising with family and friends. He enjoys being active and describes himself as a recreational cyclist and keen golfer.

I have been with the Fire Service for over 14 years beginning my career in Performance and Planning, which is now better named and known as the Strategic Hub!!!

My career prior to this has spanned both the public and private sector in roles which have predominantly specialised in the performance and the inspection of legal practices for the Legal Services Commission, NHS organisations working for the NHS Counter Fraud and Terrorism Agency; as well as assessing organisations using the European Foundation for Quality Management (EFQM).

Since beginning in 2005 I have progressed from a Service Support Officer within the Fire Service to Strategic Enabler for Strategy and Org Intel.

My role as Strategic Enabler for these functions involves working with both teams to provide a leadership focus for organisational governance, risk-based intelligence, planning performance and risk.

As Strategic Enabler I constantly aim to provide a professional voice within the Strategic Enabling Team through supporting, challenging and informing decision making for the Service, in implementing sustainable outcomes for our communities.

The fire service currently provides commissioned services to the National Fire Chiefs Council which delivers support services to this organisation and CFOA through the NFCC Support Hub. Another part of my role provides a 'lead' for our hub, overseeing the effective performance of these services.

Last but by no means least, my role as Clerk to the Fire Authority involves supporting the Authority in delivering their role in providing assurance of services received to local communities. A key element to the success of my role is the development of responsive, supportive and effective working relationships across the organisation, the Authority and externally

Mike Griffiths joined West Midlands Fire Service in 2000 as Finance Officer. Since then, Mike’s responsibilities have extended to incorporate Procurement and Facilities Management, ICT and Transport Engineering Workshops. In 2014 he became the Strategic Enabler of Finance and Resources.

Having spent 7 years in the army Mark joined the advertising and communications world for the next 12. Both these jobs have taken Mark around the world from Central America, Brazil, Holland, Germany and Cyprus before settling in Shropshire. Mark joined the West Midlands Fire Service in 2008 and his current role as Strategic Enabler of Communications for WMFS and also National Fire Chiefs Council (NFCC) means he is part of an amazing team that includes media relations, marketing, internal communications, public relations and events Mark is constantly in awe of all the services that this public sector provides above and beyond the expected, and has a burning (no pun intended) ambition to get the communities of the West Midlands to also be in awe…

Kash joined West Midlands Fire Service in 2001 and has worked in a variety of roles across the organisation.

He started his career in Software Development, before moving into Technical Project Management and onto a range of IT management positions. Kash has worked with the National Fire Chiefs Council, Home Office and other fire and rescue services to improve delivery across the sector though collaboration.

He is passionate about technology and how it can improve the lives of our employees and communities. He enjoys working with the talented teams here at WMFS on our ongoing digital transformation journey.

Away from work, Kash loves to spend time with his wife and two young children.

Richard joined West Midlands Fire Service in 2003 where he spent the early part of his career serving at various Stations across Coventry.

Richard has held various middle manager roles across the Service, including working within our Response and Specialist Response department, Research and Development and Corporate Communications.

Richard spent time as the Operations Commander for Coventry & Solihull where he opened the new Coventry Fire Station in (insert year) and Chaired the Coventry Marmot Steering Group.

Richard believes that learning is a continuous journey and was awarded a BA Hons in Applied Leadership in 2020.
Richard has taken up the role of Strategic Enabler for Portfolio, where he supports the CFO with the delivery of our priorities through our approach to Project Management (3PT).

In his spare time, Richard is a keen lover of Golf, an avid Arsenal fan and also a patron of a Charity local to him where he has successfully raised a significant amount of money through challenges such as climbing Kilimanjaro in 2016.

Steve joined West Midlands Fire Service in 1990 and has worked at several fire stations in a variety of roles throughout the fire service. In his current role, Steve is responsible for: prevention, ensuring our most vulnerable communities are safer, healthier and stronger by increasing their personal resilience and protecting the environments in which they live against the dangers of daily life; response, delivering excellence through policy, procedures, processes and resources; preparedness, including specialist projects such preparations for Brexit, Commonwealth Games and the HS2 rail project. He leads on emergency planning, business continuity and our work with the Local Resilience Forum and research and development. Steve has also taken on various roles for the National Fire Chiefs Council in work areas including prevention, response, road safety and health. He is presently NFCC lead for Her Majesty’s Inspectorate of Constabulary and Fire and Rescue Services. Married for more than 20 years, with a teenage son, Steve is interested in the outdoors and is keen supporter of the National Trust and English Heritage. He is also involved in numerous charitable activities, with a focus on support for firefighters and young people.

Martin is the Strategic Lead responsible for Organisational Policy and Assurance. This role sees Martin oversee a number of workstreams to ensure that the Service has in place suitable Policies and Procedures which enable delivery of our vision, to make the West Midlands Safer, Stronger and Healthier.

Over the course of his career, Martin has worked predominantly on stations in the Birmingham South area before undertaking various roles in Emergency Planning, Organisational Intelligence and the Strategic Hub. In 2016 Martin became the Integrated Risk Manager, managing the Services risk management planning on a day to day basis on behalf of the Chief Fire Officer.

Since 2017, Martin has been the technical advisor on the National Fire Chiefs Council Community Risk Programme where he has supported the Programme Executive, Phil Loach, deliver a Programme of work to produce national guidance for Fire & Rescue Services to use when developing their Community Risk Management Plans.

Martin is a great believer of applied research and the benefits of using academia to develop the evidence base to produce practical solutions which will enable WMFS to drive down risk and vulnerability across the West Midlands.

Pete originally trained as a Civil Engineer and has previously worked in community development projects in this country and Southern Africa, living in Namibia and Zimbabwe for nine years.

Pete joined the West Midlands Fire Service in 2008 as the manager of the newly opened Safeside facility.

Since then Pete's responsibilities have extended to incorporate wider Prevention work including Children and Young People, Partnerships and Vulnerability. Pete became a Group Manager in 2014 and now represents Prevention on the Strategic Enabling Team.