ABOUT ME
Freelance marketing director for the hospitality industry.
​
Research, insight and data-driven commercial strategy for growing hospitality businesses
I help hospitality businesses optimise their tech stack and digital guest journeys to increase the quality and quantity of data they collect from their guests. This enables them to attract more customers, increase spend per head, drive visit frequency, improve guest experience and grow the current and future value of the business.
Having started in this amazing industry washing pots at the age of 13, I now have over 10 years of 'Head of' and 'Director' level experience managing projects for some of the biggest, best and well-loved brands across the world.
​
I started my business in 2024 after nearly 25 years in the making.
I have worked in this amazing industry since I was 13 years old and have worked across ops, as a chef, a consultant and sales & marketing leader for many of the biggest, best and most well-known brands throughout the World.
​
I have the unique experience of working in agency, for suppliers and in-house with over 10 years of 'Head of' or 'Director' level experience.
​
Working closely with businesses leaders to enhance their marketing and help understand their customers to deliver commercial success is what I do best.
"If you employ James you will have a star on your hands and I will be very jealous! I would rather have one of James than 4 other people. He will deliver way beyond your expectations."
Ann Elliott, Serial Sector NED & Advisor
Key Results
£4,500
Net sales per site, per week driven by automated email marketing.
500,000
Grown and managed CRM databases of half a million opted-in contacts.
33 months
Out of 35 consecutive LFL sales growth, pre-Covid driven by marketing return.
60%
LFL increase in secondary revenue streams including gifting and delivery.
50%
Driven email open rates from 25% to 50% in a 2 year period plus industry beating CTR.
Past work & clients...
Core Skills & Services
1
Data-driven Strategy
The ability to analyse and interpret data to drive commercial marketing decisions and strategy is key to my approach. From understanding where people are 'dropping off' in the booking process, to their return visit rate and how your marketing activity is driving a commercial return is vital. This isn't about vanity metrics, but core commercial success.
2
Research & Insight
If you're looking to expand, to open new sites, launch new menus, engage and interact with your guests more or want to know what would make them visit more often, then research & insight is key. Through primary and secondary research we can learn what is happening, but more crucially through insight, why it is happening and what to do with it.
3
Marketing Execution
It's not just about big thinking, but having the ability to actually deliver it. Let me 'take the reigns' of your business and execute a full 360 degree marketing strategy by getting my hands 'dirty'. Whether it's your email marketing, website, data strategy, competitor analysis or reporting I have over a decade of experience at the forefront of marketing execution.
"James has one of the best hospitality brains I have ever met. He has been invaluable to our business and helped us undergo a rapid period of growth. He possesses a great ability to think of the strategic direction when making day to day decisions which means his solutions are robust and don't catch us out down the track."
Jamie Williams, CEO, Star Hospitality Group
Pricing
Pricing Plans
I can create a pricing plan to fit any project based around two different models.
Project Roles
Based on a fixed day rate as a consultant for a specific project with an agreed outcome. Ideal for conducting a data audit, launching a new venue, setting up your CRM or a competitor analysis.
Fractional Roles
An agreed monthly fee where I become your part-time (fractional) Marketing Director and assume a hands-on leadership role within the business and lead the development and execution of the strategy.