In summer 2025, Rosie Ferguson was one of eleven Bayes and City St George’s alumni to be recognised in the King’s Birthday Honours List. She recounts her Bayes student experience, the current charity sector landscape and the driving motives behind a career firmly focused on community and tackling inequality.
What was your background before studying at Bayes Business School?
“I completed a BA in Media Communications at Goldsmiths and also tried my hand at learning Russian via the Euro Youth Programme Russian Language Certification with the Peoples’ Friendship University of Russia. Professionally speaking, the most formative part of my early career came through volunteering. I served as Chair and Trustee for a youth charity in my early 20s alongside a number of volunteering roles, which gave me significant experience in governance and leadership. These roles shaped my professional foundation long before professional qualifications or formal employment.”
What drove your career direction at the outset?
“I’ve always been passionate about community and tackling inequality. My natural confidence and organisational skills led me to quickly assume leadership roles in a variety of community settings. While I had boundless enthusiasm and emerging experience, I wanted formal management and leadership training to complement this. A former manager who completed the MSc inspired me to pursue it, as I saw the value of combining passion with professional knowledge and credibility.”
What was the state of the charity sector when you started out, as opposed to present day?
“I began my career in the early-to-mid 2000s during a period of significant investment in young people and education under New Labour. It was an exciting time with opportunities to lead flagship programmes and innovate. However, following the financial crash, austerity, Brexit, and COVID, funding for youth services steadily declined. The recent launch of the National Youth Strategy — the first in 15 years — offers hope for renewed investment, and I’m proud that UK Youth, the organisation I now lead, has contributed to ensure young people’s voices shaped it. Hopefully this will signal the beginning of a new period of investment in youth and the youth charity sector.”
What were the deciding factors in choosing the MSc Voluntary Sector Management and to take it at Bayes?
“Bayes was widely regarded as the leading institution for charity management and leadership, and trusted colleagues recommended the course. Its structure suited full-time professionals, with intensive sessions over two full-on days per month. The programme was demanding but rewarding, supported by my employer and a strong peer network, many of whom I still collaborate with today. There has rarely been a working day since where I’m not using the skills or knowledge acquired from the MSc.”
What do you consider the key takeaways from the programme?
“The programme provided a strong foundation in governance, finance, team development, and strategy—skills I’ve applied daily for over 15 years. Completing the Diploma in Charity Accounting alongside the MSc, as the first non-accountant, gave me confidence to engage with financial matters, ask the right questions, and understand reports and tax analysis, even though I’ll never be a finance director. It was an opportunity to stretch myself beyond my comfort zone and broaden my expertise.”
How did your career evolve upon completing your studies at Bayes?
“I was working full-time throughout the programme, so whilst that provided an extra challenge in terms of juggling a career and further studies, it didn’t call for a break in my career. By the time I completed my Master’s, I had progressed to Director of Operations and joined the senior leadership team at London Youth. Since then, I’ve held four CEO roles and chaired three charities. While my career hasn’t been entirely linear, the Master’s programme provided the theoretical grounding in management and governance that has been invaluable throughout. Leadership skills were further developed through coaching and peer programmes, but the Master’s gave me the essential framework to build on.”
In August 2025 you were appointed CEO of UK Youth. How do you view this latest stage in your career?
“I began my career in youth work and youth empowerment, later exploring related social causes. Returning to the youth sector feels like coming home—advocating nationally for youth work and supporting thousands of organisations across the UK. Our mission is to widen reach and deepen impact for young people across the UK and I am so excited to maximise the impact of that.”
What is on the horizon for UK Youth?
“We’re finalising a new strategy to launch in March, focused on strengthening our network by equipping youth work leaders with resources and resilience, driving effectiveness through research and programme innovation and amplifying youth work’s impact through storytelling and young people’s voices. This aligns with the implementation of the National Youth Strategy which we hope to be key partners in ensuring effective implementation on the ground.”
In summer 2025 you were awarded an OBE for services to charity and charity governance in the King’s Birthday Honours. Why do you think you received this accolade?
“Serving as Chair of ACEVO for six years was a significant voluntary commitment and probably one of the deciding factors in the awarding of the OBE, so I’m very proud to have been recognised for that contribution. Chair roles carry legal responsibility and require balancing with other duties, but they also offer an opportunity to lead and shape the sector at a structural level. The Bayes course was instrumental in preparing me for these governance responsibilities. I guess these stars and challenges aligned, leading to the honour that was bestowed on me.”
What advice would you give to those considering a similar path to yours?
“Being a charity CEO is not the easiest career path, but it’s deeply rewarding. Working in the voluntary sector means every day has purpose and impact. Professional qualifications provide the grounding to lead effectively and make a real difference. If you want an easy life, this isn’t it—but if you want to create lasting change and lead through challenges for a better world, it’s an incredible journey.”
**************
Useful links
Press release: Rosie Ferguson OBE appointed CEO of UK Youth
King’s Birthday Honours list 2025 features eleven City St George’s and Bayes alumni