Nick Barton Email & Phone Number

Yeovil, GB

Brooklyn, NY

London, United Kingdom

Four 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.

London, Greater London, United Kingdom

Leading the edyn (formerly SACO) sales & marketing organisation to drive commercial performance and pan-European expansion of the Locke ApartHotel brand & core serviced apartment business.

London, United Kingdom

Leading 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.

Singapore

• Regional 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.
• 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.

Shanghai City, China

• Reporting 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..
• 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.
• Brand Leadership – Established and maintained brand preference leadership for Holiday Inn within China market and elevated InterContinental/Crowne Plaza to #3

London, United Kingdom

Lead 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.

London, United Kingdom

Director 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.

London, United Kingdom

Established 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.