The Tiddlywinks management team brings a huge breadth of knowledge and experience to our nurseries, as well as dedication, empathy and a passion for early years education.

Experienced, hands-on leadership

Each setting has a manager and an assistant manager who all have an in-depth understanding of the nursery ethos, EYFS curriculum and the standards that are required for an outstanding, inspirational and family-centred nursery. The nursery management team ensure that inspirational, varied and stimulating activities and environments are constantly being experienced by the children in their care.

Alongside this we have an area manager who ensures that all the settings are up to date with any changes in legislation, policies and procedures. Our area manager has a huge enthusiasm for direction and vision. They also support the management team in providing the very best nursery experience for the children and families we care for.

The Tiddlywinks management team is constantly assessing its practice and is forward-thinking and reactive to any changes – thereby delivering consistently outstanding care and education.

Leading the way in nursery provision

Our company director, Tracey Roberts, is very hands-on in the running of the nurseries. Tracey sits on a number of boards both locally and nationally, as well as being a governor for York Learning. Tracey has been involved with the National Day Nurseries Association (NDNA) for more than 15 years, sitting as both the chair and vice chair. This gives her the privilege of being present when policies or new legislation are being made, and ensures any changes filter down very quickly into our settings. That means we are always prepared, up to date and at the forefront of nursery care.

Management Team

Tracey Roberts
Director and Founder

Tracey is a mum of three and set up the company in 2003 after a career in nursing and medical sales.

Following the birth of her first 2 children she decided that her career needed a new direction and her love of early years combined with a drive to run her own business led her to opening the first Tiddlywinks in 2004. Tracey has a passion for quality and education and that is clear throughout all the Tiddlywinks settings. Tracey sits on various boards at local authority level that look at sustainability, quality and education as well as being a governor for York learning which helps adults into education and training. Alongside this Tracey also sits at national level as a route panel member for The Institute for Apprentices and Technical Education ( IfATE). Tracey’s passion lies in the ability to help shape the future of early years and use her knowledge and experience in driving quality within the Tiddlywinks settings.

Tiddlywinks Area Manager Rowena
Rowena Jew
Area manager

Rowena joined Tiddlywinks in January 2016, having previously taught at the Mount School in York for ten years, across both the junior and secondary school.

Since joining Tiddlywinks, Rowena has gained a huge wealth of experience in early years education through training, research and professional development. She brings this expertise to the nursery on a daily basis, supporting the team in delivering outstanding activities using a variety of Pedagogies to ensure children thrive on their early year’s journey. Rowena is a highly motivated individual who strives to be the best that she can possibly be something that she instills in everyone else in the Tiddlywinks family. Rowena is responsible for the development and quality of all the Tiddlywinks Nurseries and is passionate about the education and depth of provision on offer and the outcomes for children and constantly looks for new ways to improve. She also has a love of outdoor learning, so much so she is currently undertaking her Forest School Qualification.

Rowena’s love for the outdoors is also very prominent in her personal life, spending much of her free time walking in the North Yorkshire countryside or standing on touchlines watching her children play sports!.

  • NPQ Early Years Leadership.
  • EYFS Teaching Diploma.
  • PGCE with QTS Secondary Education.
  • BA (Hons) Sports Studies and Physical Education.
  • Forest School Level 3
  • Safeguarding Lead.
  • DBS Checked
  • Paediatric First Aid
  • Allergy Awareness
  • Food Hygiene
Anna Coyle
York Manager

My name is Anna Coyle and I am delighted to join the Tiddlywinks family as the Nursery Manager in York. I love singing, yoga, reading, painting resources for classrooms and early years education!

Anna has known Tiddlywinks by reputation for many years; its commitment to outdoor learning, hands-on experiences and a nurturing child-led curriculum all spoke strongly to my own philosophy and after eagerly applying for the job I was delighted to be appointed in the role of Nursery Manager in August 2025.

Anna is a qualified primary school teacher who has specialised exclusively in early years education for  fifteen years. She spent eight happy years teaching at Hempland Primary School as both Reception teacher and Early Years Co-ordinator before moving onto my next adventure at the multi award-winning St Peter’s School as Head of Early Years (ages 2-5).

Anna has also worked as an Early Years Moderator for York City Council, where her role involved visiting inspirational schools across York and supporting them in their Early Years assessments.

In 2024 Anna’s family made the rather brave decision to move to the USA where I was fortunate to teach at a highly regarded nursery school in Bolder, Colorado. Anna is now looking forward to sharing lots of fresh and exciting perspectives on early childhood education from across the pond with the fantastic team here at Tiddlywinks.

As an Early Years leader Anna has a passion for creating beautiful learning spaces which spark curiosity and promote children’s independence and skills development. I am particularly interested in the power of child-led learning where educators respect and encourage children’s fascinations and grow these into meaningful play projects which draw in the whole group!

Anna is a trained Forest School leader and believe nothing beats children connecting with nature and having the freedom to play outdoors every day! Art projects, storytelling and song also feature strongly in my educational philosophy with the aim of sparking children’s creativity and imagination and encouraging a love of spoken language.

As a manager I will operate an open-door policy where you can expect warm, open communication and a deep interest in the needs of your child. I am keen to keep building our community; making strong relationships with all the staff, children and families, learning and growing together.

  • PGCE with QTS Primary Education.
  • Forest School level 3
  • Safeguarding Lead.
  • DBS Checked
  • Paediatric First Aid
  • Allergy Awareness
  • Food Hygiene
Tiddlywinks team member Katy Bulleyment
Katy Bulleyment
Easingwold Manager

Katy is the Easingwold nursery Manager she joined us in October 2015 after working for the previous owners for many years.

Katy is highly organised, motivated and a fantastic support to the nursery team as well as the wider management team. She loves settling in new children and takes time and pride in getting to know families and providing support when needed. Katy enjoys helping staff  in creative and stimulating activities, and teaching the use of Makaton in the children’s daily routines as well as singing and storytime. In her spare time Katy loves spending time with her husband and  two boys………….. usually stood on the side of a football pitch!

  • Foundation Degree in Childcare (Level 5)
  • Level 3 Early Years Educator
  • Designated Safeguarding Lead
  • Level 1 Makaton
  • DBS Checked
  • Paediatric First Aid
  • Enhanced Safeguarding
  • Allergy Awareness
  • Food Hygiene
Sheelagh Massey
Finance Officer

Sheelagh had been part of the Tiddlywinks family since 2016.

Sheelagh oversees fee administration ensuring smooth financial operations and fostering positive relationships with families. A proud parent of adult children sheelagh understands the importance of a nurturing environment for families. She combines her part time role with a passion for cooking, walking her dog, gardening and travel.