Cheryl Potter

Chair, Level 20


Cheryl Potter is a BVCA Council member and is Chair of the BVCA for the 2019/20 year.  She is a Non-Executive Director at Dr Martens and Best Secret.  Cheryl spent much of her career at Permira the global private equity firm.  She joined Permira in 1999, becoming a partner in 2005 and returning from the partnership at the end of 2019.  During her time at Permira she lead the Global Consumer Team and the London office.  She also served on the firm’s Executive Committee and the Compensation and Partnership Committee. She worked on numerous transactions including Allegro Group, Arcaplanet, Creganna, Dr. Martens, Homebase, Iglo Group (and its subsequent acquisition of Findus Italy), Maxeda, Best Secret (formerly Schustermann & Borenstein) and The Reformation.


Cheryl is currently on the Advisory Council of Level 20, a Founding Patron of Women Supporting Women (part of The Prince’s Trust) and a member of Tick Tock, a fundraising committee for Great Ormond Street Hospital.


Prior to joining Permira, Cheryl worked at Royal Bank Development Capital and at Arthur Andersen in both Audit and Corporate Finance.


She has a degree in Biochemistry from the University of Liverpool and is a Chartered Accountant.