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Alex is a commercial marketeer and experienced private equity backed executive, with demonstrable success, having built and led three companies from initial PE investment, through the stages of value-creation and onto successful exit. All achieving greater than X3 invested capital and generating more than £500 million in shareholder value.Specialities: Strategy – development of the commercial & operational value creation plan in the form of a clear execution framework that aligns to the investment plan and delivers outsized growth. Commercial & operational transformation – leading through the stages of fast paced and innovative transformation, with extensive experience in the way data, tech, digital, brand, performance marketing, pricing & customer experience come together to create value. Culture – creating the right environment and building high performing teams to collaborate and deliver on the vision. Timeline• 2024 CCO/COO Forest Holidays: £340M Exit from Pheonix Equity to Vitruvian/Sykes• 2018 Global CMO Great Rail Journeys: £112M Exit from ECI to Duke Street Capital• 2013 UK CMO Great Rail Journeys: £55M Exit from Primary Capital to ECI• 2008 GB Airways (BA franchise): £104M Exit from Bland Investment Fund to EasyJet
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CgoRabbie'S ToursUnited Kingdom
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Honorary MemberPeptalks Mar 2024 - PresentLondon, London, GbPepTalks are the UK’s leading peer to peer learning and training provider to PE backed leaders.Through their programmes and communities, they help address the skill gaps that leaders can face when navigating the private equity deal cycle for the first time, in order to improve their odds of success.As an Honorary Member, I look to share my experience and expertise, to try and help those who are earlier on in their PE journeys. -
Chief Operating OfficerForest Holidays Apr 2022 - Oct 2024Derbyshire, GbForest Holidays help people experience and reconnect with forests, each other and rural communities.Backed by Pheonix Equity, we built one of the the most successful hospitality businesses in the UK: B-Corp accredited; best in class brand; 100% online/direct with the highest ADR, NPS, occupancy & lifetime-value in the industry, supported by a pipeline of future new locations.I led a talented team of 900 across 14 locations, covering the full width of the P&L across pricing, revenue, marketing, commercial & operational delivery. Post acquisition, I oversaw the setup of Forest Holidays as a matrix organisation within the wider Forge Holiday Group. -
Chief Commercial OfficerForest Holidays Nov 2018 - Apr 2022Derbyshire, GbI led this PE backed fixed-inventory business through total commercial transformation; pulling together data, tech, digital, brand, revenue management & customer experience to underpin value-creation, quadrupling EBITDA in 3 years & resulting in the successful Exit from Pheonix Equity to Vitruvian/Sykes.
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Chief Marketing Officer (Eci Investment 2013-18)Great Rail Journeys Apr 2013 - Oct 2018York, GbExecutive Board Director. Leadership through x2 leveraged buyouts. We changed this PE backed direct-to-consumer travel business, backed by Primary Capital & then ECI, into the worlds largest rail holiday provider, a FastTrack100 market leader. International expansion: I set up the GRJ North America operation in New York City, internationalised core systems, built the management team and grew the US business. -
Chief Marketing Officer (Primary Capital Investment 2008 - 13)Great Rail Journeys Apr 2008 - Apr 2013York, GbPart of the Primary Capital management buy-in team put in place following the founders Exit. 3.2x Exit to ECI
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Head Of MarketingBritish Airways Mar 2003 - Mar 2008Middlesex, GbLeadership through growth and successful £104M sale of GB Airways to EasyJet Plc. -
First Choice Holidays: Range Of Management Roles Across Commercial, Product & MarketingTui Apr 1998 - Mar 2003Hannover, Lower Saxony, De
Alex Roberts Skills
Alex Roberts Education Details
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Saïd Business School, University Of OxfordOxford Executive Diploma In Artificial Intelligence For Business -
Institute Of Directors (Iod)Chartered Director Programme Cpd
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The Manchester Metropolitan UniversityBusiness Administration And Management
Frequently Asked Questions about Alex Roberts
What company does Alex Roberts work for?
Alex Roberts works for Rabbie's Tours
What is Alex Roberts's role at the current company?
Alex Roberts's current role is CGO.
What is Alex Roberts's email address?
Alex Roberts's email address is al****@****ail.com
What is Alex Roberts's direct phone number?
Alex Roberts's direct phone number is +4419045*****
What schools did Alex Roberts attend?
Alex Roberts attended Saïd Business School, University Of Oxford, Institute Of Directors (Iod), The Manchester Metropolitan University.
What are some of Alex Roberts's interests?
Alex Roberts has interest in Applefields School, Governor.
What skills is Alex Roberts known for?
Alex Roberts has skills like Strategy, Leadership, Change Management, Profitable Growth, Rapid Growth, Direct Marketing, Direct Sales, Data Analysis, Brand Developement, Executive Management, Business Strategy, Key Account Management.
Who are Alex Roberts's colleagues?
Alex Roberts's colleagues are Olivia Makin, Martin Evans, James Macleod, Léa Claude, Joseph Bloggs, Lindsay Macdonald, Jane Collins.
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