Anna-Marie Borrer
Sittingbourne,Kent
Summary
Highly experienced travel trade and commercial leader with over 27 years’ experience, driving revenue growth, market share and strategic trade partnerships across cruise, touring, retail travel and insurance sectors. Proven track record of delivering commercial performance through national account management, agency distribution development and high-impact trade engagement. Recognised for turning around underperforming territories, reactivating dormant trade accounts and building strong relationships with key industry partners.
Supplier Representative of the Year finalist in the Travel Weekly Globe Awards 2026, reflecting outstanding performance and industry recognition.
Overview
27
27
years of professional experience
Work history
Business Development Manager – Key Accounts UK
AmaWaterways
Guildford, Surrey
2024.04 - 2026.06
- Manage key account relationships across UK retail travel trade, driving revenue growth and strengthening commercial engagement within luxury river cruise sector.
- Delivered 38% year-on-year revenue growth across assigned territory through targeted sales activity and strategic partner engagement.
- Reactivated 36% of previously inactive agency partners, converting dormant accounts into productive revenue-generating trade relationships.
- Represent AmaWaterways at trade events, industry forums and partner engagement activities across UK travel trade sector.
- Ownership of relationships with CLIA, TIPTO and AITO
Training & Development Manager
Travelosophers
2022.05 - 2024.04
- Designed and delivered a full-scale induction and development programme supporting a rapidly expanding network of travel professionals.
- Supported onboarding and development of new franchisees entering the travel sector.
- Created and managed LMS content, training schedules and learning resources aligned to business objectives.
Senior Business Development Manager
Cosmos Tours Ltd
2016.10 - 2022.05
- Managed key national accounts and senior-level trade relationships across UK travel distribution channels.
- Partnered with Sales Director to shape commercial strategy and maximise revenue and margin performance.
- Held full accountability for trade marketing budget and promotional investment.
- Negotiated commercial agreements and commission structures aligned to business objectives.
- Provided leadership and commercial guidance to regional sales teams.
UK Sales Manager
Covermore Travel Insurance
2016.01 - 2016.10
- Drove market expansion to grow business and strengthen trade sales performance.
- Built and maintained supplier and travel industry partner relationships.
- Coached and developed sales team performance to improve commercial outcomes.
Account Manager
Coca-Cola Enterprises
2015.04 - 2016.01
- Drove 46% year-on-year sales growth across assigned territory through consistent outreach.
- Built and developed key accounts to increase revenue and strengthen relationships.
- Spotted underperforming accounts and applied targeted recovery strategies to restore momentum.
Regional Sales Manager / Retail Coach
Virgin Holidays
2009.11 - 2015.03
- Managed 12 direct reports and 40 indirect reports across a regional retail network.
- Transformed one of the lowest-performing regions into a high-performing commercial area.
- Led closure of underperforming stores and supported rollout of 23 new retail concessions.
- Delivered training and development strategies across multi-site operations.
Customer Service Manager
Thomas Cook
2000.12 - 2009.10
Customer Service Representative
BP Travel Trade Services
1999.02 - 2000.11
Education
BTEC National Diploma - Travel and Tourism
Mid Kent College
Rochester /1998 - /2000
Skills
- Trade sales leadership
- Key account management
- Revenue growth strategy
- Agency distribution development
- Commercial negotiation
- Budget management and ROI
- Territory management
- Training and trade engagement
- Stakeholder relationship management
- Business development strategy
- Team leadership and coaching
- Travel trade industry expertise
- Customer engagement and support
Timeline
Business Development Manager – Key Accounts UK
AmaWaterways
2024.04 - 2026.06
Training & Development Manager
Travelosophers
2022.05 - 2024.04
Senior Business Development Manager
Cosmos Tours Ltd
2016.10 - 2022.05
UK Sales Manager
Covermore Travel Insurance
2016.01 - 2016.10
Account Manager
Coca-Cola Enterprises
2015.04 - 2016.01
Regional Sales Manager / Retail Coach
Virgin Holidays
2009.11 - 2015.03
Customer Service Manager
Thomas Cook
2000.12 - 2009.10
Customer Service Representative
BP Travel Trade Services
1999.02 - 2000.11
BTEC National Diploma - Travel and Tourism
Mid Kent College
/1998 - /2000