Gwenda was an actor in theatre and television before starting her directing career with Theatre Centre. She was Artistic Director of Watford Palace Theatre in Education Company for three years, and Associate Director of Birmingham Rep for nine. While at Birmingham, she directed over 25 productions including the Olivier Award winning musical, ONCE ON THIS ISLAND.
From 1998 to 2006 she was Artistic Director and Chief Executive of the New Vic Theatre in North Staffordshire. She directed many of the company's productions and was responsible for creating and implementing the policies of New Vic Education and New Vic Borderlines, working with young people at risk, young offenders, asylum seekers and other marginalized communities.
Since leaving the New Vic, she has worked in theatres all over the country as well as teaching at Birmingham University.