Meet the

Behind the scenes, the Good Bitches Trust is governed by another team of Good Bitches, who volunteer their time to make up The Board. Our HQ team coordinate our national fundraising, communications, partnerships and work with our Chapter leaders to deliver kindness across the country.





Justin Lester is the Chair of Good Bitches Trust. Justin previously served as Mayor of Wellington. Prior to entering local government Justin’s background was in business and law. He was the Co-founder of food business Kapai and holds a Masters in Law from the University of Heidelberg in Germany. Justin has served on Boards at Weltec Whitireia, Otago Polytechnic, Wellington Waterfront Ltd, Wellington SPCA, Capital Football, New Zealand Festival and Zealandia.

Justin was drawn to Good Bitches Baking because he wants to help make Aotearoa the kindest place on Earth. New Zealand is a special country and we need to make sure we all help those who need it most.




By day, Simon is the Building System Assurance National Manager at the Ministry of Business, Innovation and Employment. He brings his legal background to his role as GBB Board Trustee, where he advises the charity on legal and regulatory matters. 

Simon took on the role with GBB because he knows every little bit makes a difference – and for him, it’s in the family. Simon has been connected to GBB since the very beginning – his wife Loren has been with the Wellington chapter since it first began baking. Simon and Loren live in Wellington with their two adorable daughters.




Margaret is the Group Financial Controller at Eroad. The only Auckland-based Board member, she brings a fiscal perspective to GBB, helping the Board keep the numbers in line. 

Margaret was formerly Head of Finance at Summerset Holdings, and Chief Financial Officer at Statistics New Zealand prior to that, and has also worked at Housing New Zealand and Inland Revenue in finance roles.




Nick was in the audience when GBB's co-founders, Marie and Nic walked on stage to receive their Mitre 10 Community of the Year award at the 2020 Kiwibank New Zealander of the Year ceremonies. He was immediately struck by how GBB's were growing local kindness into a national movement. So simple yet so profound.

Nick is a Chartered Financial Analyst (CFA), has briefly been a ski instructor and was a Peace Corps Volunteer in Yemen. Nick has 15+ years of governance experience across multiple sectors. He is an investor in early-stage companies, and previously had a Wall Street finance career. Nick is currently the Chair of PaySauce, Kiwi Insurance and a director of renewable electricity generator Pioneer Energy and electricity retailer Ecotricity. He was formerly the Chair of Mojo Coffee and the crowdfunding site PledgeMe.


Sophie Richardson


Ko Te Ahuahu tōna maunga, ko Omapere tōna roto, ko Te Uri Taniwha tōna hapū, ko Ngapuhi tōna iwi. Sophie joined GBB in 2016 as a baker, and in 2019 became the sustainable funding lead (Money Bitch), and is now a Trustee for the GBB Board.


Sophie has spent over a decade in the public service and brings with her both operational and strategic policy experience. Sophie loves the mahi that good bitches do and is committed to supporting them and the charity achieve their best

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Sam feder


When a workmate introduced Sam to GBB six years ago, it was a perfect match of a passionate baker meeting a good cause – spreading kindness through baking.

Sam has been Roster Bitch for the Wellington Chapter for the past six years, organising a database of 600 bakers and drivers to bake and deliver nearly 100 boxes of baking a week. It’s her dedication to GBB that led her to joining the board.

Sam is a marketing communications contractor in her daily life, primarily working on projects in the public sector. She’s currently Senior Communications Change Advisor at the Ministry of Education.

Sam brings her experience in communications and marketing as well as her knowledge of day to day GBB chapter operations to her role as Trustee.

sarah meikle


Sarah is Chief Executive of the Wellington Culinary Events Trust (WCET) which owns and delivers some of New Zealand’s largest food and beverage events including Visa Wellington On a Plate, Beervana, the Road to Beervana and Highball. Sarah is also a Director of Food + Drink New Zealand which  was established to provide assistance, advice and guidance to destinations, events, food operators and the wider food sector on how they can better leverage food tourism opportunities.

Sarah was a founding baker for the GBB chapter here in Wellington and is a strong supporter of the mandate and vision for the Trust.




Co-Founder, former Trustee

Marie is a problem-solver who comes up with creative solutions – so who better to dream up a charity to solve some of the world’s problems with cake? She is currently working as a Principal Adviser at the Ministry for Primary Industries, and has previously worked at MSD, MBIE, and ACC. 

Marie was awarded the New Zealand Order of Merit in the Queen’s Birthday Honours in 2019. She is partial to a glass of pink bubbles, warning: too may result in starting a charity.

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Co-Founder, former Trustee

For the last 10 years, Nic has worked as an independent contractor on things that matter – that’s seen her deliver projects right across the public sector from justice to environment. Nic gets things done – including setting up GBB back in 2014 in her spare time with Marie, after they had the idea over a few glasses of wine. Nic’s real passion in GBB work is recipients and hearing the impact that the kindness of strangers has had on them. She knows what that feels like firsthand – it was receiving a warm scone from a mystery colleague on a rough day that sparked the idea of baking bringing more than just sweetness to someone’s day. Nic was awarded the New Zealand Order of Merit in the Queen’s Birthday Honours in 2019. 




General Manager

Between setting up new chapters, submitting grant applications, managing HQ volunteers, and coordinating merchandise orders, Anjuli keeps the beaters turning and the ovens on.

Anjuli received First Class Honors in psychology from Massey University, and spends her spare time baking and hanging out with GBB’s furriest supporter Sadie. 


Communications Manager

Ash loves a good story - and thankfully we have a few to tell. Ash works with our communication teams to spread the word on kindness and its impact. From social media to our website, annual report and Kindness Week appeals, Ash puts a charitable spin on her experience in government marketing and communications.

She has a Bachelor of Communication Studies and a Masters in Marketing and loves an afternoon in her kitchen.