Since 2020 I have delivered all strategic leadership requirements for a leading provider of exceptional private villas across Europe and Florida, with full accountability for all aspects of P&L, marketing, systems and tech development, partnerships, sales, operations, workforce performance management and commercial strategies, as well as marketing campaigns, branding, eCommerce, and advertising. Highlights from this role include:• I have played a key role in the launch of SPL Villas following a re-brand from Villas We Trust in January 2021, developing the business model from villa-only bookings to full package tour operator status with an ATOL licence, and driving consistent yearly growth and 150% turnover growth for 2023 through marketing campaigns, booking optimisation and sales management • I have used my extensive marketing and systems capabilities to oversee web re-design and developments including API/XML feeds to enable 80% of villas to be booked online, along with UX improvements that resulted in an uplift of 150% in website bookings• I have further diversified revenue generation through the introduction of direct, B2B and trade selling across the UK, US and European markets, securing along the way highly profitable commercial partnerships • My time here has also seen the launch of an affiliate programme in collaboration with the largest affiliate marketing provider of publishers in Europe, accounting for 15% of overall company revenue

I was recognised during my time at Edge Retreats for my exceptional commercial prowess and leadership skills and promoted to a C-Level position, overseeing all aspects of commercial strategy and performance, customer experience, global partnership development, commercial reporting function, multi-functional team management, and serving as a member of the Board. Some highlights from this role include:• I delivered growth in both new and existing markets and increased turnover of over £8million in less than eight months through the establishment and performance management of a new sales team, I was also recognised as delivering the highest-ever sales performance in Q1 2020, representing a year-on-year increase of 200%• I played a key role in increasing customer retention from 1 to 8%, and additionally increased ancillary revenue through the development of new partnerships and diversification of revenue opportunities• I also formed part of the brand strategy project team, utilising insights from research of the luxury travel market to partake in a website rebranding and overhaul, ensuring its appeal to UHNW customers and prominence in the marketplace, and delivering an uplift of both enquiries and bookings.

I was brought into a senior position for Edge Retreats, the industry-leading marketplace for luxury villa rentals. I was accountable for balancing multiple requirements to a high standard including the development of market-leading commercial products, the management of a 200-strong portfolio of commercial partners, the implementation of instrumental commercial analysis functions such as KPIs and financial reporting, renegotiating and managing relationships with existing contracts to maximise revenue opportunities, and driving the performance of multi-functional teams. Some highlights from this role include:• During my tenure I was credited with increasing commission values from 12 to 15% and the average order selling price from £14k to £27k per week through the renegotiation of all accommodation contracts which in turn enabled higher company commissions and the recruitment of more appropriate villas for the target consumer• I played a key role in securing new investments of £350,000 through the leadership of multiple fundraising activities with both existing and new shareholders., including the presentation of a new fundraising strategy, and investor engagement• I created a brand-new Partner Programme for distribution through OTAs and luxury concierge partners which delivered an additional £8million in revenue during my tenure.

I founded a firm that utilised my extensive experience in the travel industry to provide advice and consultancy with a range of leading organisations, cultivating strong partnerships with C-Level executives to understand their specific challenges and needs, and working together to formulate significantly impactful and sustainable business solutions. This ranged from commercial and partnership strategies to the harnessing of new technologies, integrating systems into their operations to elevate all processes and drive automation, efficiency and commercial opportunities.

I was headhunted for this senior management role, overseeing Product, Commercial & Business Development teams (12 direct reports), reporting to founder.Key highlights include:• Analysed and implemented change of strategy across business, with key developments in technology and Product.• Revised the existing commercial model to a more profitable approach.• Created KPIs to formulate product portfolio and designated targets for the business.• Created key reports on competitor activity and yield analysis. • Implemented a new contractual agreement with worldwide partners.• Renegotiated all supplier contracts, increasing margins.• Led the successful merger and acquisition of Select Resort Holidays.• Generated margin growth.

I was recruited to be part of the Senior Management team, taking sole ownership and responsibility for the strategy and execution of the Holiday Resort, Luxury and Florida brands.Key highlights included:• Delivered key product developments, strategy and managed the P&L of the brands, integral in the increased valuation of James Villas and subsequent sale to Wyndham Worldwide.• Management and development of large team (20 reports), responsible for budget of £13m for villa recruitment• Developed commercial partnerships to help distribute James Villas through closed member groups.• Grew gross sales from £4m in 2011 to a total of £20m for 2015 for the three brands, with an increase in new customers and repeat. Reduced cost base by 15% and increased new partners by 400%.

I held the key responsibility for contracting and developing hotels, destinations and tours in Europe. I also managed a team and in doing so expanded my motivation, supervisory and personnel skills. I have participated in many extra curricular roles for the company including running negotiation training sessions, marketing the product and brochure production.

Negotiated rates and contracts for product areas.Identified current market and sales trends and developed products accordingly.Managed relationships and portfolios of contracts with all suppliers.Assisted on commercial decisions regarding the performance of product.

Identified and developed new business opportunities for Saga to widen the range of products (hotels and tours) that are featured in the travel brochures. I was the first person to contract in Ukraine and Gozo, Malta.Negotiated and prepared contracts with external hotels and companies.Undertook commercial analysis of sales and market trends to maximise profits on hotels and flights.