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Outcome-focused, people-oriented Chief Commercial Officer [Chief Marketing Officer]. Globally experienced executive & board-level leader in the hospitality & leisure industry - highly motivated & recognised for enabling people and organisations to challenge and redefine category norms through purpose-led businesses. Experienced in both private equity & multi-national PLC environments, owned & managed and franchise business models.Passionate about enabling talent and creating the conditions for sustainable, customer-focused growth. Created, lead and delivered new brand development projects (HuaLuxe, voco) for IHG plc - voco (upscale conversion brand) is now IHGs fastest growing brand franchise. Adept at managing and leading large global teams of 200+ as well as smaller NPD-focused workgroups.Delivered commercial & digital transformation programmes; performance improvement; brand & customer-led growth over a 30-year hospitality career in UK&I, Europe, Middle East & Africa, China/Asia Pacific - a passionate change leader - strategic, culturally agile and people-oriented.Over the last 6 years at edyn I established & lead the commercial function to deliver 5X pan-European platform growth from 1,000 to over 5,000 keys (including pipeline); 5X revenue growth; market share outperformance and sustained industry-leading GOP margins. I have full oversight of all on/off-property sales, marketing, brand management, revenue management & distribution/channel management teams. Lead digital & revenue transformation, deploying new PMS, RMS, distribution & revenue technologies to support growth & expansion.Partnered with CEO/board to co-lead company-wide business transformation programme, integrating disparate (legacy) business units to create a unified, customer-led Operating Company with category-leading margins & outstanding commercial performance - powered by an advantaged, low-cost operating model and supporting technologies.Over the last few years, we've redefined the extended stay category through the launch of the Locke lifestyle aparthotel brand and transformed edyn’s operating model to optimise multi-segment, multi length-of-stay demand - edyn is now one of Europe’s biggest (non-chain) extended stay operators.
Four Nobles Consulting Ltd
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Managing DirectorFour Nobles Consulting LtdYeovil, Gb
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Cloud & Server Engineer | Microsoft Software & Systems Academy: Server And Cloud Administration (Sca) | Ibm Cyber Security Professional | Pmp | Us Army VetMicrosoftBrooklyn, Ny
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Managing DirectorFour Nobles Consulting Ltd Jan 2018 - PresentLondon, United KingdomFour Nobles supports global travel, leisure, real estate & hospitality clients with customer-led transformation programmes, interim marketing & commercial leadership solutions and guest journey innovation. Drawing experience from a 20-year international hospitality career building & developing market-leading hospitality brands, growing talent and leading global sales & commercial organisations, Four Nobles balances strong branding credentials & authentic leadership with pragmatic commercial & operational programmes to drive growth and performance.Q1 2018: Provided marketing and hospitality leadership to a Top 5 Global Real Estate player to develop and operationalise an innovative new brand and business model in the co-working category.Q2/Q3 2018: Assumed executive project leadership for a Top 3 Global Hospitality Co. to conceive, develop and take to market a new hospitality brand and accelerated deal signings programme to drive growth.
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Chief Commercial Officer (Cco)Edyn Jan 2019 - Oct 2024London, Greater London, United KingdomLeading the edyn (formerly SACO) sales & marketing organisation to drive commercial performance and pan-European expansion of the Locke ApartHotel brand & core serviced apartment business. -
Svp, Commercial (Global)Intercontinental Hotels Group (Ihg®) Jan 2017 - Dec 2017London, United KingdomLeading global cross-functional team reviewing marketing & commercial effectiveness and end-to-end brand strategy-to-deployment. Partnering 3rd party consulting advisors and global, internal IHG teams to develop new brand and marketing operating models for the group, build greater corporate agility and speed-to-market to accelerate growth and performance in support of group strategic priorities.Global leadership of International EVEN Hotels roll-out across Asia & Rest of World, maintaining effective brand governance processes and cross-regional integration, best-practice sharing and innovation in Wellness, F&B & Fitness categories. Steering development of new brand propositions in UK & Europe to drive growth and expand IHG's portfolio of global brands. -
Svp, Chief Commercial Officer - Asia, Middle East & AfricaIhg - Intercontinental Hotels Group 2014 - 2017SingaporeRegional Executive Committee member across a $4bn revenue business; leading team of 180 sales & marketing professionals across 4 commercial divisions in guest experience development, brand marketing, digital, loyalty, revenue management & commercial disciplines.KEY ACHIEVEMENTS• Market Outperformance – consistently delivered 1-2 points market share growth in adverse trading conditions through improved guest experience and strengthened direct distribution channels• Customer Experience Development – delivered >30% revenue premiums through refresh and relaunch of InterContinental hotels in AMEA, launched Club InterContinental personalised premium offer to maximise profit impact.• Brand Innovation – Lead project team to conceive, develop and launch EVEN Hotels, Australasia’s first ever Wellness chain hotel brand• Digital Transformation – Systematically improved cost of sale, channel profitability through direct web/mobile innovation and data-driven digital marketing investment• Organisational Agility – Partnered with COO/CEO to create Singapore-based Centres of Excellence, and 4 developed commercial divisions, resulting in improved GOP and top-line revenue performance.
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Svp, Chief Commercial Officer - Greater ChinaIntercontinental Hotels Group 2009 - 2014Shanghai City, ChinaReporting to China CEO, set-up and lead Sales & Marketing function for newly-created business division in Greater China, Inc. Hong Kong, Macau & Taiwan, generating over $2.5bn revenues, >$100 group profit contribution. Leadership of ~150 Shanghai/China-based team across brand management & marketing, loyalty & distribution systems, digital & social media, revenue management & sales teams.KEY ACHIEVEMENTS• China Brand Innovation – Lead cross-functional team to conceive, develop and launch HUALUXE Hotels & Resorts, the only made-in-China, for China international hotel brand, now with >20 open/pipeline hotels• Sales Transformation – Improved sales performance >25% through comprehensive programme of incentive reviews, centralized lead fulfilment, systems & talent strategy• Boutique Brand Development – Launched and grew Hotel Indigo in Greater China to 5 hotels in 3 years• China-Ready Digital Innovation – Established IHG plc as the most localized digital player, establishing first dedicated China web and mobile platforms and establishing industry-leading partnerships with TenCent, Weibo and Alibaba• Brand Leadership – Established and maintained brand preference leadership for Holiday Inn within China market and elevated InterContinental/Crowne Plaza to #3
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Vp Marketing Communications & PlanningIntercontinental Hotels Group 2007 - 2009London, United KingdomLead Marketing Commuications, PR, Distribution & Marketing Planning functions for Europe, Middle East & Africa (EMEA). Provided strategic marketing planning support to the EMEA business, lead regional budgeting and planning cycles. Chaired IHG Owners Association S&M Committee 2007-9.
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Vp Planning, Performance & Integration EmeaIntercontinental Hotels Group 2005 - 2007London, United KingdomDirector of Marketing Planning, EMEA then promoted to VP Planning, Performance & Integration. Lead strategic marketing planning function and European Country Marketing Teams, leading and influencing owner relationships and developing commercial strategies for UK, Middle East Benelux, Germany, France, Spain & Italy. Responsible for IHG/Owner Co-Marketing funds deployment.
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Head Of PlanningPepper Corporation 2003 - 2005London, United KingdomEstablished and lead strategic planning/consulting function for financial services, hospitality and travel categories. Lead new market and product development strategy for Cendant Group/RCI, including Mainland China entry strategy; CRM strategy for First Choice Holidays and credit card product development for Lloyds TSB Group.
Nick Barton Skills
Nick Barton Education Details
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Second Class Hons 2:1
Frequently Asked Questions about Nick Barton
What company does Nick Barton work for?
Nick Barton works for Four Nobles Consulting Ltd
What is Nick Barton's role at the current company?
Nick Barton's current role is Managing Director.
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What is Nick Barton's direct phone number?
Nick Barton's direct phone number is +44 1895 5*****
What schools did Nick Barton attend?
Nick Barton attended Loughborough University.
What skills is Nick Barton known for?
Nick Barton has skills like Marketing Strategy, Leadership, Hospitality Industry, Management, Project Planning, Revenue Analysis, Hotels, Hospitality, Yield Management, Marketing Communications, Integrated Marketing, Direct Marketing.
Who are Nick Barton's colleagues?
Nick Barton's colleagues are Krizzialyn Dungca, France Training Coach, Mckenna Robinson, Carlos Platt, Seena Farnsis, Naira Marielle Sousa, Harsha N.
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