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Annabel Tonge

Director   Global Leadership   UK

Annabel Tonge

Annabel joined Q5 in 2018 to establish the company’s Leeds office and later set up and led Q5’s Brand and Marketing team. In 2025, she transitioned to the role of Foundation Director, leading the Q5 Foundation, the cultural heart of Q5, which in 2024 alone contributed £1 million worth of consulting time to charities, non-profits, and social enterprises.

Annabel brings over 30 years of senior leadership experience across a variety of sectors, geographies, and functions. Her career uniquely combines commercial expertise, creativity, and a passion for charitable initiatives. In 2009, she supported Applegreen’s Founders in establishing the Applegreen Charitable Foundation, which she chaired for five years. She has also served as a voluntary Trustee and NED for over a decade and played a pivotal role in helping Q5’s Founders launch Q5 Pop-Up Consulting in response to the Covid-19 pandemic.

Annabel began her career with Procter & Gamble, and held national UK sales and marketing roles before managing a third of P&G’s Hong Kong business. After over a decade with P&G, she joined Applegreen, progressing to the role of Global Head of Sales and Marketing in Ireland. She later became Marketing Director for SSE in Ireland and Northern Ireland and subsequently, Managing Director for Hallmark Cards UK, where she oversaw the global M&S Division. Among her many accomplishments, Annabel is particularly proud of being named the most influential woman in Irish sports for her leadership in SSE’s sponsorship of the Dublin Marathon, which she subsequently ran in 2024!

An avid hiker, runner, and rugby enthusiast, Annabel loves spending time outdoors with her family and actively supporting Q5 Pop-Up Consulting whenever possible.