Edna Petzen, Director

Edna Petzen is the founder and director at Lynden Consulting. Edna is a Fellow of the Chartered Institute of Marketing and Chartered Marketer, and also Accredited PR Practitioner of the Chartered Institute of Public Relations.

Edna has over 20 years experience working across health and adult social care in private and voluntary sectors. With more than eight years of strategic and operational leadership as Assistant Director Marketing and Service Improvement at a national provider of adult social care services.

Edna brings a wealth of experience and expertise in business management, marketing and communications and is known for her passion, high energy, results orientation and ability to help people solve their own problems.

Working with all size facilities, Edna has effectively diagnosed business problems and will engage in open and honest conversations. She presents practical solutions based on the capabilities of her clients to implement a sustainable outcome.

Edna is also a trustee at Life Opportunities Trust - a not-for-profit provider offering housing and support to people with learning disabilities to enable them to achieve greater independence; and NDTi - an organisation working with people at risk of exclusion due to age or disability to live the life they choose.

To get in touch:


Phone: 07397 158596


Gloria Haynes, Associate

Gloria is a Qualified Social Worker with a Post Graduate Diploma in Dementia Studies. 30 years experience of working in care home services both in direct practice and in management has provided an opportunity to understand when and where adjustments are needed to improve care services.


Skilled and confident leadership and management is an essential ingredient of managing any care setting. Gloria has a rich experience of developing care service managers - helping them assess their work and develop systems to bring about improvements that lead to high quality services.


Gloria has experience of working with care teams: training to improve care quality including person centred care and understanding and helping people who live with dementia.


Gloria is experienced in conducting care service audits which comprise in-depth review of the whole service. Assessing the experience of the people living in the service both observationally and by direct engagement. Further assessment methods include a review of the documentation and systems used within the care setting.


High quality care can only be provided by a well trained, caring and well supported team. The audit assesses team management including recruitment, development and support systems.