How I Got Here
Like many in the industry, I started working in restaurants when I was very young and have never looked back. From washing pots at the age of 13 to working as a chef, behind the bar, waiting tables and as a manager I have worked operationally in up-market restaurants, local pubs, greasy spoon cafes, nightclubs and farm shops. Hospitality is in my blood.
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After 10 years of working operationally I have spent the last 14 years focusing on hospitality marketing having worked with and managed projects for many of the leading hospitality groups in the world from Wagamama to Mithcells & Butlers, Sodexo to Harrods and Carluccio's to Cote.
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I have over a decade of experience at 'Head of' and 'Director' level and have the unique experience of working in agency, in house for multi-site brands but also in house within a tech supplier for the hospitality industry. I am equally confident analysing huge data sets, building & implementing omni-channel campaigns, presenting at board level and public speaking at industry events.
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What sets me apart is my unparalleled experience of working with data and 'full circle' approach. Understanding how 'Ops' and 'Marketing' need to work together throughout the entire guest journey to acquire new guests to generate trial, understand their behaviour and actions and convert them into loyal guests. It's as simple as A-B-C: Acquire - Behaviour - Convert. My approach to marketing is baked in with data-driven, research & insight led commercial strategy.
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All your customers go through an 'infinity loop' every time they visit where they pass from 'marketing' to 'ops' and ideally back again. But at every point in this journey, marketing plays a crucial role from pre visit to in venue and post visit. Marketing and Ops need to work together, to understand this full guest journey, to unearth opportunities and unleash commercial success.
My Expertise
My passion and biggest skillset is in data driven, insight led marketing.
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Customer Retention Management (CRM)
I have scaled multiple businesses to become 'best in class' at CRM. From increasing initial data capture in terms of both quality and quantity, to driving open and read rates to creating bespoke and fully automated 'ghost loyalty' schemes.
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"There's no one in the industry better than James at delivering a R.O.I. from their database," Sam Brown, (ex) C.O.O. Airship & Toggle.
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Consumer Insight & Analysis
From consumer research across surveys and focus groups to analysing website, booking and loyalty data I am an expert at extracting and interpreting data to deliver clear areas of both commercial and operational opportunity. Do you know where your covers are growing or declining? When was the last time you asked your guests what would make them visit more often? How many of your guests have only visited once? Understanding your guests has never been easier or more vital to your business.
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Campaign Management & Projects
Whether it is opening a new site, launching a new menu, maximising Christmas, attracting more people for Birthday celebrations, competitor pricing analysis, internal marketing recruitment, training and mentoring, managing your relationships with tech suppliers or any number of projects or campaigns my experience covers it all.
Get Started Today
See me as an extension of your ops team, your out-sourced Marketing Director to be the eyes and the ears of your entire guest journey. The best place to start would be with one of my Marketing Audits where I conduct a full 360 audit of your guest journey. Or if you want me to jump straight in and start immediately on Marketing Execution or Marketing Strategy then I will work with you to help transform your business and identify key areas of growth immediately.