Executive Resume
Executive Experience
Dec 2011 - Present
FOUNDER & CEO
Company: Experiential Consulting (formally SLE Consulting)
The Company
Experiential Consulting is a consultancy vehicle from which I take on ad-hoc freelance or contract work. Originally trading as SLE Consulting the company focused on developing commercial, operational and development strategies for a number of sports, leisure, heritage, visitor attraction and entertainment clients across the UK and mainland Europe within the Not For Profit and For Profit Sectors.
Upon relocating to Australia in 2011 the organisation evolved into Experiential Consulting, a boutique consultancy which focuses primarily on businesses that invite the public onto their premises/venue or membership bodies and associations. The end game is that businesses are designed and operated to maximise the emotional and financial returns that the businesses need to stay ahead of the competition.
Services include benchmarking, mystery shopper reports and operational reviews through to business planning and strategic development.
Based: Melbourne - Australia
This following are examples of the roles undertaken through my consultancy business, experiential consulting
2014 - 2016
FREELANCE CEO & COMPANY SECRETARY
Company: Dairy Industry Association of Australia
Based: Melbourne HQ
Sectors:
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Not for profit
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Agriculture
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Membership based
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Association
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Federated Model
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Peak Body
The Role
Oversight of this national organisation with teams in each state and territory.
Key Objectives
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Deliver Growth
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Improve Customer Experience
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Improve Governance Oversight
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The Company
The Dairy Industry Association of Australia (DIAA) is a professional association for people working in dairy product manufacturing and allied trades.
2014 -2016
CEO & COMPANY SECRETARY
Company: Play Anarchy
The Role
Responsible for the launch, marketing, sales, design and construction of all aspects of the business.
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The Objective
The intention was to launch a business that provided a secondary income however it grew quickly and gained contracts with multiple schools, kindergartens and childcare centres.
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The Company
Play Anarchy was a nature play design and build company that I created and operated generating sales in excess of $1.3m in the first year of operation. This company was subsequently sold.
Sector
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For Profit
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Leisure
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Design
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Construction
2013 -2015
Company:
Metropolitan Redevelopment Authority WA
The Role
Involved ascertaining alternate uses and developing business plans and feasibility studies for creating a major fresh food retail market together with economic impact of such a development
The Objective
To provide MRA with advice on placemaking and layouts for maximum visitation and revenue diversification for a potential new fresh food market as mart of the enclosure of the major rail lines in the city.
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The Company
MRA is the WA government regeneration agency.
CEO & COMPANY SECRETARY
Sector
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For Profit
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Leisure
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Design
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Construction
Development Advisor
Company:
Urban Growth NSW
2014 -2016
Sector
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For Profit
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Leisure
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Design
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Construction
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Placemaking
The Role
Involved ascertaining alternate uses and developing business plans and feasibility studies for creating a major fresh food retail market together with economic impact of such a development.
The Objective
Advise UGNSW on the potential of alternate uses for facilities previously used for heavy rail as the moved to light rail in Newcastle NSW
The Company
Urban Growth New South Wales is a government regeneration agency
2009 - 2011
ADVISOR TO THE DUCHESS AND CEO
Company:
Alnwick Garden Trust
Alnwick Castle
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Based: Northumberland - United Kingdom
Sector
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Not For Profit
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For Profit
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Leisure
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Design
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Construction
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Visitor Attraction
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Tourism
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Retail
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Hospitality
The Role
To advise the Duchess of Northumberland on a number of philanthropic opportunities together with a new French CEO into customs and the business environment in the UK.
The Objective
To raise $40m towards the expansion of this major visitor attraction whilst balancing the needs of the family as their ancestral home
The Company
The Alnwick Garden is a complex of formal gardens adjacent to Alnwick Castle in the town of Alnwick, Northumberland, England. The gardens have a long history under the dukes of Northumberland, but fell into disrepair until revived at the turn of the 21st century when a $35m redevelopment as made to turn it into one of the worlds great gardens with 800,000 visitors annually
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Alnwick Castle is a castle and country house in Alnwick in the English county of Northumberland. It is the seat of The 12th Duke of Northumberland, built following the Norman conquest and renovated and remodelled a number of times the castle is the largest inhabited castle outside of Windsor castle and is now a major visitor attraction and was the castle used in the original Harry Potter movie.
2005 -DATE
STRATEGIC ADVISOR AND INVESTOR
Company:
Royal Lodge Ski and Spa Resort
Sector
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For Profit
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Leisure
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Design
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Construction
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Tourism
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Hospitality
The Role
To advise an ownership group of how to take over the facility form its Bulgarian funders and complete the project
The Objective
Following major construction and financing issues the facility needed to establish definitive completion date and secure final funding
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The Company
The Royal Lodge Ski & Spa Resort in Bulgaria comprisies of 410 apartments, night club, casino, spa, and restaurant and function facilities.
Aug 2018 - Oct 2021
CEO & COMPANY SECRETARY
Company: AUSTSWIM
Based: Melbourne HQ
Sectors
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Not for Profit
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Sport
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Education and Training
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Membership Based
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Unitary Model
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Multisite
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Peak Body
The Role
Strategic oversight of this training based membership organisation covering 400,000 historic and 45,000 current swimming teachers across Asia and Australia. Industry leader. ISO 17024 certified.
The Objectives
Introduce robust governance structure and processes
Streamline operations
Create new organisational structure
develop and revisit RTO operating environment
Drive growth
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The Company
AUSTSWIM is Australia’s national organisation for the teaching of swimming and water safety™. The AUSTSWIM licence™ is the industry standard for swimming and water safety teachers™ and is delivered and recognised in each state and territory of Australia and many countries overseas.
AUSTSWIM is a Registered Training Organisation (RTO No 104975).
Jun 2016 - Aug 2018
GM MAJOR FACILITIES
Company: City of Whittlesea
Based: Melbourne HQ
Sectors
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Local Government
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Sports
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Leisure
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Entertainment & Events
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Venues
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Facility Development
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Multisite
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The Role
Newly created role to oversea and review the commercially viability and community benefit of a range of facilities and venues
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The Objectives
Recommend the best operating models
Reduce current losses
Develop cross functional resources
Create clarity on current viability
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The Company
The City of Whittlesea in Melbourne's North is Australia's second fastest growing LGA with a population of 223,000. Responsible for the strategic, commercial and operational delivery for seven business units covering golf courses, sports stadia, leisure centres and arts and convention centres in Australia’s 4th fastest growing municipality
May 2012 - April 2013
CEO
Company: Adelaide Central Market Authority
Based: Adelaide
The Role
As CEO I oversaw the development of the $10m business from council owned and run to an independent body with responsibility for the operational, promotional and commercial development together with the establishment of the new authority from a strategic and governance point of view. Commercial Developments included developing:-- new branding and brand hierarchies, - strategic alliances and partnerships- tourism initiatives- stand alone events- sponsorships- retail leasing and property development- digital and guerilla marketing.
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The Objectives
Launch and establish new subsidiary
Grow visitations
Develop retail strategy
Develop strategic plan
Grow income
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The Company
The Adelaide Central Market is the largest undercover fresh produce markets in the Southern Hemisphere, with 1 million kilograms of fresh produce delivered to the Market and sold every month and over 10 million visits annually. The Market is owned by the City of Adelaide and is managed by the Adelaide Central Market Authority (a subsidiary and statutory authorityof the City of Adelaide), who also manages the carpark above the entire precinct. The Adelaide Central Market has long been recognised as a one of Adelaide’s icons and is renowned for its vibrant community atmosphere, cultural diversity and for sourcing the freshest, most diverse and unique produce of the highest quality. The Adelaide Central Market Authority (ACMA) was established to build a solid and sustainable foundation for the Market and ensure it maintains its reputation as a destination of choice for locals and visitors. With over 8,500,000 visitors annually the market is Australias premier produce market and South Australias most visited tourist attraction.
Sectors
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Local Government
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Commercial
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Food
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Retail
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Events
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Placemaking
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Facility Development
Apr 2010 - Jan 2012
GROUP CEO
Company: PB Leisure Group
Based: Kent - United Kingdom
The Role
Group Chief Executive with a owner and operator based business with responsibility for delivery across a number of businesses
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The Objectives
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Drive new growth and memberships
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Overcome major planning issues
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Further develop sites
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Acquisition of new parks
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Reduce multi million $ annual lost
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Refinance with funder
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Produce strategic direction for whole of business
The Company
Group Chief Executive with a owner and operator based business with responsibility for delivery across a number of businesses including-
Theme Parks
Concert Venues
Event Centres
Visitor Attractions
Museums
Conference & Exhibition Centres
Holiday Parks and Accomodation
Activity Centres
Sectors
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Privately Owned
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For Profit
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Accomodation
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Retail
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Membership
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Visitor Attraction.
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Multisite
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Residential Development
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Facility Development
Mar 2008 - May 2009
DIRECTOR OF BUSINESS OPERATIONS / VENUE DIRECTOR
Company: Fulham Football Club incorporating:
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Fulham Foundation
Based: London - United Kingdom
Sectors
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Privately Owned
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For Profit
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Multi Site
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Sports
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Retail
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Membership Based
The Role
To oversee and lead all match day and training ground delivery
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The Objective
Reduce costs
Improve customer experience
Expand capacity
Redevelop ground
Upgrade all facilities
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The Company
Fulham Football Club is an English Premiership professional association football club based in Fulham, London. Founded in 1879, they are London's oldest football club playing professionally. In addition the club has a NFP foundation and 23 pitch training ground.
Feb 2004 - March 2008
DIRECTOR OF DEVELOPMENT AND BUSINESS OPERATIONS
Melbourne HQ
Company: Surrey County Cricket Club incorporating:
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Kennington Oval Ltd
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The Kia Oval
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Oval Events
Sector
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For Profit & Not For Profit
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Membership Based
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Sports
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Venue
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Multisite
The Role
Brought in to lead the redevelopment of the Oval and its subsequent operation and input into its commercialisation.
The Objective
Lift the venue from 1* to 5* service
Restructure of entire staffing operation including Outsourcing of major FM contracts
Improve operational
Securing a investment to build the new OCS Stand and to develop the ground.
Naming rights
Deliver Corporate Hospitality and new conference and events (non-match day)
Instigate and led plans for building of new hotel to diversify the business away from reliance on cricket only activities.
Improve corporate governance, business continuity management and risk management processes and embed ethos into organisation
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The Company
Surrey County Cricket Club (Surrey CCC) is a first-class club in county cricket, one of eighteen in the domestic cricket structure of England and Wales. It represents the historic county of Surrey, including areas that now form South London.
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The Oval, known for sponsorship reasons as the Kia Oval is an international cricket ground in Kennington, in the London Borough of Lambeth, in south London. The Oval has been the home ground of Surrey County Cricket Club since it was opened in 1845. It was the first ground in England to host international Test cricket in September 1880. The final Test match of the English season is traditionally played there an is commonly referred to as the home of the Ashes.
Mar 1999 - Feb 2004
COMMERCIAL DIRECTOR
Company: Royal Agricultural Society of England incorporating:
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Stoneleigh Park Conference and Exhibition Centre
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The Royal Show
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Stoneleigh Park Lodge
Based: Coventry - United Kingdom
The Role
Responsible for all commercial and event based income including income diversification.
Response for operational delivery of the 2400 acre site.
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The Objectives
Grow income
Diversify reliance on agriculture
Improve efficiencies
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The Company
The Royal Agricultural Society of England is an independent charity dedicated to the application of science and technology to optimise agriculture and food resources to ensure a secure global future.
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The site contains one of the most versatile event venues in the UK, the NAEC, Stoneleigh boasts over 21,000m2 of blank canvas, flexible indoor spaces together with over 800 acres of adaptable outdoor event space.
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Nov 1994 - Oct 1996
DIRECTOR SALES AND MARKETING
Company:
Brent Walker Western Assets incorporating:
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Cardiff International Arena & Conference Centre
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Cardiff Devils Ice Hockey
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Cardiff Ice Arena
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Cardiff World Trade Centre
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Park Inn Hotel
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Cardiff Serviced Offices
Based: Cardiff - Wales - United Kingdom
Sector
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For Profit
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Venue
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Sports
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Leisure
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Accomodation.
The Role
Responsible for all sales, marketing and income generation
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The Objectives
Brought in by the funders 18 months after opening due to poor performance and growing debt of the group ($350m) to create value with an aim of disposing of the components within 3 years.
The Company
Brought In to drive the venues to maximize income in preparation for sale by the creditors of the defunct Brent Walker Group.
Group consisted of concert arena, exhibition and conference centre, world trade centre, hotel, office development ice rink and super league ice hockey team plus retail and residential developments.
Dealt with sale of businesses having maximized growth in two years to multiple buyers.
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Responsible for ticketing initially, then training and recruitment, and finally sales and account management attracting new events to the worlds leading sports, leisure, entertainment and event complex.
Sept 1989 - Nov 1994
MAJOR SALES MANAGER
EVENTS MANAGER
BOX OFFICE MANAGER
TRAINING MANAGER
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Company: Wembley PLC Incorporating:
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Wembley International Consultancy
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Wembley Stadium
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Wembley Arena
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Wembley Conference & Exhibition Centre
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London Towers Basketball
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London Monarchs NFL
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Plus Others
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Based: London - United Kingdom
The Role
Multiple roles initially heading the training division of over 500 staff then developing the ticket operation into an $80m unit after which I transitioned into event planning and then the sales and account management role attracting major artists and sporting events to the venue as well as oversight of the two major sports development projects of London Towers Basketball and the London Monarchs NFL team.
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The Objectives
Attract major events
Drive income growth
The Company
Wembley Stadium
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The UK’s largest and the world’s most iconic stadium. The Home of England football, the Emirates FA Cup, live music, boxing, NFL and much more.
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Wembley Arena
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Wembley has been a destination for music and live entertainment for over 80 years and it’s not slowing down. With over 100 events every year and over one million visitors each year passing through its legendary doors.
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Wembley Conference & Exhibition Centre
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An international conference and events venue with other 25,000m2 of event space
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Wembley International
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The consultancy arm advising stadia and event organisations worldwide.
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Sporting Bodies
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London Lowers Basketball
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London Monarchs NFL