Meet The Team

Our senior team has a wealth of experience from the worlds of finance, healthcare, training, commerce and marketing. Our people have been drawn together by a collective ambition to focus on quality improvement and excellent care to all our patients.

Dr Ashkan Pitchforth

Dr Ashkan Pitchforth

Chief Executive Officer and Founder

Ashkan founded South Cliff Dental Group in April 2015 following his desire to create a group of practices which puts patients’ interests at its heart. He is responsible for the overall strategy of the group and its focus. Ashkan qualified from Guy’s, King’s and St Thomas’ Dental School in 2009 with honours. Growing a chain of practices has only been possible through hard work and dedication. A considerable achievement within this growth expansion has involved winning six tender procurement processes and buying four failing dental practices from a nationwide corporate group, saving them from being closed down, which would have had a hugely detrimental effect on patient care in those areas.

Since April 2013, Ashkan has been an Executive Member of the West Sussex Local Dental Committee, which strives to represent dentists on a local and national level. Within this role, he represented West Sussex Practitioners at the Dental Contracts and Quality Assurance Panel meetings (South East) for three years. Similarly, Ashkan has also mentored and supported practitioners who have been referred to the General Dental Council, UK.
From September 2017 to September 2020, Ashkan worked as a Clinical Advisor for NHS England (South East). During this time, Ashkan also lectured on NHS Rules and Regulations across the South.

Starting in 2016, for three consecutive years, Ashkan was a Dentist Foundation Trainer for Health Education England and a mentor for overseas dentists.

Ashkan’s focus remains on improving the quality of care within the group. Reaching out and building new relationships with dentists and employees helps broaden their knowledge and confidence within the field. His goal is to inspire and help others to progress in their skills and interests; the sky is the limit, and this ethos resonates throughout the business.

Outside of work, Ashkan is an advocate for weight training and bodybuilding.

Manar Elalami

Dr Manar Elalami


Manar is the Co-Founder of South Cliff Dental Group, and she currently provides guidance to Ashkan, leading him in avenues that are important in her ambitions for the group. Her clinical abilities and experience have gifted her this title.

After qualifying from Guy’s, King’s and St Thomas’ Dental School in 2009 with honours, she practised dentistry in various practices in Kent and Sussex to build up her clinical experience and expertise before undertaking her role within South Cliff Dental Group. To relax, Manar enjoys spending time with her family and reading novels of various genres.

Dr Mags Case

Dr Mags Case

Clinical Director

Mags qualified in 2002 from Guy’s, King’s and St Thomas’ Dental School in London. After completing her vocational training year in London, she moved to Hastings.

Mags initially worked in general dental practice in Battle, where she developed her skills and a loyal patient following. She moved to join the fantastic team at Battle Road Dental Practice in 2014.

Mags was an Educational supervisor between 2008 and 2012 and returned to this role in 2019, helping newly qualified dentists refine their clinical practice.

Mags lives in Bexhill on Sea with her husband and two young sons. In her spare time, she enjoys (bad) baking, ferrying her children around and reading (when she has time).

Dr Emile Tadros

Dr Emile Tadros

Clinical Director

Emile qualified in 2008 and has worked as an associate, locum and regional dentist in Yorkshire, Cumbria and Sussex.

He is the Clinical Director for South Cliff Dental Group, covering seven practices in Sussex which involves supporting and advising the dentists and hygienists in their roles.

In his spare time Emile enjoys visiting new countries and listening to music.

Rachel Pithie

Rachel Pithie

Human Resources Manager

Rachel studied at the University of Essex and gained her qualification in Sociology in 2016, she then went on to start a career within the NHS. She joined our Head Office team in July 2019 and progressed to become the HR Manager in March 2020.

She was commended by all staff by planning South Cliff Dental Group’s 2019 Christmas Party for all the staff which was held in London.

Rachel rarely spends a weekend at home; she is constantly trying out new activities, attending events and parties.During the weekday evenings she enjoys watching TV with her cat and has probably watched everything on Netflix. She also enjoys attending lots of comedy improvisation shows to watch.

Garima Gaug

Garima Garg

Senior Finance Manager

Garima undertook her Bachelor’s in Electronics Engineering in 2014. She started her own online retail business during her final year and won the Young Entrepreneur Award. She was enticed by Finance and accounting when she began managing accounts for her startup, and there was no looking back. She completed her accounting diploma, AAT 3, and worked at various companies as an accounts assistant and specialist when she moved to the UK in 2018.

She joined South Cliff Dental Group in February 2021, where she manages the accounts and finances for all the practices. On the personal front, she loves to travel to new places and is an excellent cook. In her free time, she loves spending time with her family.

Helen Freeman

Helen Freeman

Senior Training Manager

Helen began working for Battle Road Dental Practice in 2000 as a receptionist, gaining a certificate in Dental Reception. Helen’s flair for business and administration were soon recognised and her qualifications in Integrated Business Technology and Accounting were put to use working in the office. In 2008 Helen was appointed as Finance Manager alongside Sharon Hay, where she played a part in the relocation and expansion of the then three surgery practice to a thriving eight surgery practice with an additional three surgery practice at the Station plaza Health Centre. Helen progressed to become the Finance Manager for the group before moving into a Training role in the summer of 2023 where she is involved in training and supporting all managers throughout the group in how to run their practices successfully.

Helen enjoys reading, theatre, dining out and socialising with friends and family.

Bernedette Clements

Bernedette Clements

Payroll Manager

Bernadette started her working life in Australia, beginning her career at Monash Hospital in Victoria. Her life in the hospital was continuous (between having three children) until 2000 when she returned to live in the UK.

Once back in the UK Bernadette worked in customer service before starting her own small business in 2010. In 2018 she had the opportunity to sell her business and take 18 months off work so that she could spend time with her new granddaughters.

Bernadette began working for South Cliff Dental Group at our Head Office in May 2020 as an administrator. Since starting she has taken on more responsibilities within the finance department moving into payroll management.

Bernadette loves to dance at least three times a week and on weekends spends quality time with her family.

Charlotte Foley

Charlotte Foley

Human Resources and Recruitment Co-Ordinator

Charlotte joined South Cliff Dental Group in December 2020 as an Admin and Personal Assistant to the CEO which she thoroughly enjoyed. After developing a keen interest in progressing her career she moved into the HR department in late 2022 and has remained there since, whilst studying for her CIPD Level 5 qualification in People Management. In early 2023, she developed her skills even further in recruitment for the entire business and has now joined taking this over as part of her role too.

Charlotte enjoys spending time going to the gym and going on many holidays when she is not at work. She also spends a lot of time going out with her friends and family on the weekends.

Shannon Ellet Simpson

Personal Assistant to CEO

Shannon joined South Cliff Dental Group in June 2023 as the Personal Assistant to the CEO which she thoroughly enjoys. She deals with his diary management, meetings, phone calls, errands and many more items.

Shannon enjoys skateboarding and going to the gym.

Charlotte Bayliss

Compliance Manager

Charlotte went into Dental Nursing straight after school in 2008 before qualifying in 2010.

Charlotte is also interested in infection control and has worked for the local authority and NHS Sussex to support the healthcare system.

Charlotte joined South Cliff Dental Group in November 2022 and is responsible for overseeing the compliance within the group.

In her spare time, she enjoys spending time with her family and friends, beach walks and cooking.

Christina Green

Dental Administration Assistant

Christina is a former dental nurse with over 10 years’ experience chairside. She had a varied career working within the Community Dental Service, NHS and Private high street settings.

Christina lives in Goring by Sea with her husband and two sons. She enjoys sea swimming, walking her dogs and going to Boot Camp fitness classes.

Beth Colebrook

HR Assistant