Meet the Account Managers Helping SMEs & Ambitious Businesses to Scale – Nina Bale, Account Manager for Stratford District

Nina Bale supports SMEs in Stratford District and has been with CW Growth Hub for just over two years. Her role involves helping businesses across the district to identify opportunities, overcome barriers, and put the right plans in place to achieve sustainable growth. In this short article, Nina provides insights into her role, her top tips for SMEs looking to grow, and how active account management has helped her clients to scale.

“Prior to joining CW Growth Hub I ran my own business for 14 years, which gave me first-hand insight into the pressures and demands that business owners face daily. That experience shapes the way I work with clients today; I know how valuable it is to have a trusted, impartial advisor by your side.

On average, I actively support around 250 businesses each year, ranging from well-established firms to high-growth companies with national and international reach. The help I provide depends on each business’ individual circumstances; it may involve connecting a business to funding opportunities, helping with recruitment and skills, advising on digital adoption, or facilitating introductions to new markets and partnerships. For scaleup firms, the work often goes further, including preparing for investment, exploring international trade opportunities, or planning property expansion.

An excellent example of the tangible impact of my work with Stratford District SMEs, is the relationship I have built with Luxus Home & Garden Ltd. I have supported this company through its scaleup journey, from overcoming the disruption of Covid to achieving consistent international growth. This support has included introductions to the Department for Business & Trade, planning for new premises, preparing for investment, and supporting their participation in international exhibitions. The results have been significant: turnover has increased from £2.7m in 2023 to £3.3m in 2024, with a further 20.5% growth already recorded in the first half of 2025.

I am often asked very practical questions by the businesses with whom I work. These usually include questions around what funding is available, where businesses can find the right talent and how to upskill existing teams, and questions around marketing and how to increase visibility with customers. As relationships develop and trust is established, business leaders often look for a sounding board – someone who can listen to their wider concerns and offer impartial advice. These conversations are also valuable at a policy level, as they allow me to feed real-world challenges back to the CEO, who provides this vital intelligence to Government at both regional and national levels.

For businesses looking to scale, my advice is clear. Put strong systems and processes in place early – it saves significant time and avoids costly mistakes later. Invest in people – because a capable, motivated team is the foundation for growth. Seek external advice – as a fresh perspective can reveal solutions you may not see yourself. And, always keep cashflow under close review; scaling at pace without strong financial control is one of the most common pitfalls I see.

Whilst most businesses I engage with are actively seeking support, some are understandably cautious about engaging with government-backed support, often due to previous underwhelming experiences. Others come to us with immediate pressures that leave little time for forward planning. I address both by setting clear expectations from the outset and drawing on the strength of our networks to respond quickly and effectively.

Across Stratford, the pressures facing businesses are very real: rising costs, recruitment difficulties, and supply chain uncertainty. My advice is to focus on efficiency, explore digital tools that save both time and money, and continue to invest in your team’s skills. At the same time, think about resilience for the future – diversify your products, suppliers, or markets, and put safeguards in place around cashflow. These are the measures that not only help a business withstand challenges but also enable it to grow with confidence.