Experience how collaboration fuels progress in the cleaning and hygiene sector. This Main Stage session spotlights the European Cleaning & Hygiene Awards winners who excel in Partnership & Advocacy, the front-runners building strong alliances, elevating the industry’s voice, and championing positive change across Europe.
Hear powerful stories from organisations that turn partnerships into impact: suppliers and clients co‑innovating, industry associations amplifying visibility, and leaders advocating for smarter policies, better recognition, and a stronger professional identity. These award‑winning initiatives demonstrate how shared goals and collective action can raise standards, accelerate innovation, and strengthen the industry’s position in society.
Join us for an energising, insight‑rich session that celebrates collaboration at its best, and discover how meaningful partnerships and dedicated advocacy are shaping the future of our profession.
Nea Backström is the Marketing and Communications Director at MTB Cleaning Service and a second-generation successor of the family business together with her sister, Mia. She holds a Master’s degree in Economics and is actively involved in industry networks, including the Finnish Family Business Network’s sustainability working group and the Finland Chamber of Commerce’s executive sustainability network. In 2025, she received a thesis award for her outstanding work on branding and communication in family-owned businesses.
MTB Cleaning Service is a Finnish family-owned company known for its strong company culture, commitment to sustainability, and leadership in workplace excellence. In 2024, the company was awarded Great Place To Work® Winner in the medium-sized companies category in Finland and ranked 9th among Europe’s Best Workplaces. In 2025, MTB Cleaning Service was recognized as Cleaning Company of the Year in Finland and also won the European Cleaning & Hygiene Awards 2025 Commitment to Diversity in the Workforce category, a pan-European recognition of its inclusive culture and efforts to build a workforce where people from all backgrounds can thrive
Michelle Marshall biography
Michelle Marshall is the founder of European Cleaning Journal (ECJ) and the European Cleaning & Hygiene Awards.
She launched ECJ in 1993, establishing what has become the only pan-European trade publication dedicated to the professional cleaning industry. ECJ is also the official media partner of Interclean Amsterdam.
In 2016, the European Cleaning & Hygiene Awards were also established - a programme dedicated to celebrating excellence and innovation throughout the sector. Now in their ninth year, the awards have grown into the only pan-European awards of their kind, bringing together the industry at annual ceremonies in cities including Barcelona, Rome, Berlin, London, Brussels, Dublin, Lisbon and Edinburgh.
Michelle also contributes as a member of the jury for the Interclean Amsterdam Innovation Award.
Lynn Webster is Director of LWC Ltd, an Independent Consultancy with over 40 years’ experience, is recognised for her expertise in the cleaning and associated facilities industry; providing independent, professional cleaning consultancy to a wide range of organisations across many commercial environments specifically high-end commercial facilities, healthcare, retail, leisure, hospitality, and the education sectors.
She is one of the original Top 100 most influential women in Hospitality, Travel, Leisure and Tourism awarded this accolade in 2012 and holds the British Institute of Cleaning Science Sholom Gordon Award for outstanding contribution to the Cleaning Industry and achieved her Chartered Status as a Chartered Environmental Cleaner C.Env.Cln in 2021.
She provides professional, comprehensive consultancy services in all aspects of cleaning and facilities management. She is valued for her contribution to cleaning solutions both for end user clients and service providers.
She is an active member of several Cleaning Industry bodies including:
v Fellowship of the British Institute of Cleaning Science (BICSc), where she served on the National Council for 27 years and was the National Chairman (2009-2011);
v Court Assistant for the Worshipful Company of Environmental Cleaners Livery and secretariat for the Regulatory Authority and the select committee for the Chartered Practitioners Award.
v Cleaning & Support Services Association (CSSA).
