Helen Ash
Founding Director
Helen Ash is the Founding Director of Solution22,
which was established in 2001 to provide affordable,
expert HR support for small and medium sized
businesses. In 2012 Solution 22 became a
private limited business.
With a career rooted in the fast-paced, customer-focused service sector, Helen began in the buying function for a major department store group before progressing into store management and later specialising in human resources.
Over the years, she has held a wide range of HR roles — from store-based Personnel Manager to a Board-level appointment within a major PLC — gaining deep experience across diverse business cultures and sectors. Her broad commercial background and hands-on operational insight have shaped her pragmatic, commercially aware approach to solving people and organisational challenges.
Under Helen’s leadership, Solution22 has grown into a trusted HR consultancy, delivering tailored, practical solutions to clients across both the commercial and not-for-profit sectors. Her work spans strategic people management, organisational development, and leadership support and coaching.
In addition to her consulting work, Helen has served as a non-executive director and has shared her expertise as a visiting lecturer at Westminster University, contributing to the next generation of business professionals.
Helen is known for her realistic, results-driven style and her ability to align people strategies with business goals — helping organisations grow through effective leadership, culture, and people practices.