ANNA WALES

• Revenue & Sales Leadership: Achieved £1.1m in personal revenue across 2023–2025 show cycles of Autosport International
• Team Management: Led sales team of 3 in 2023, later adapting to a leaner team (1) due to budget cuts
• Developed new business strategies by analysing market trends and competitor activities
• Strategic Sales Execution: Developed and implemented a comprehensive sales activity plan to align with a four-year growth strategy post-pandemic
• Content Development: Research speakers and curate new business trade content for the high performance engineering sector
• Market Repositioning: Led efforts to rebuild trust and reposition the rebranded event with exhibitors, sponsors, stakeholders, and partners
• Cross-Functional Collaboration: Worked closely with the wider show team to align sales strategy with forecasted revenue targets and overall event success
• Sales & KPI Achievement: 'Lead by example' approach—actively selling, supporting, and managing the team to achieve KPIs and drive success
• Stakeholder Engagement: Fostered strong partnerships to enhance communication, improve experiences, and increase exhibitor retention
• New Revenue Streams: Proactively identified new markets and revenue opportunities to ensure long-term event sustainability
• Maintained ownership of sales pipeline, sourcing and developing new business opportunities to drive sales
• Forged strategic partnerships to expand business network and opportunities

• Key Clients: Motorsport Events (Autosport International, Motorsport Days Live), Make It British Live!
• Revenue achieved 110% of target - MotorsportDaysLive
• Rebooking/new business development- Make It British Live!
• Collaborate with all associated cross functional teams including marketing and operations support
• Utilised R&D and sales skills to confirm 80% of speakers for virtual event - Autosport International 2022

• Led exhibition launch of Classic & Sports Car Show Oct 2015/2016 as a brand extension of Classic and Sports Car magazine
• Year 1 - achieved £380K/revenue exceeded sales target by 26% across stand sales and sponsorship
• Directed the wider show team from conception to onsite delivery adhering to strict brand guidelines and within budget
• Utilised hands-on sales approach to coordinate individual and day- to-day management of commercial publishing team, in order to achieve sales targets and KPI's
• Built and maintained strong, professional working relationships with internal brand owners by exemplifying integrity and professionalism
• Demonstrated thorough understanding of competitive landscape, using tactics and collated information to improve/maintain position in show
• Managed and motivated show team by conducting 1-2-1 meetings, formulating agendas, and chairing weekly sales/monthly committee meetings to determine progress of timelines and budgets
• Signed off on designated show marketing collateral relating to Brides guidelines and creative activities
• Spearheaded management and execution of Condé Nast Brides The Show (a B2C event managed on event partner's behalf) within six month sales cycle
• Achieved 107% of sales team target
• Developed and maintained working relationship with Condé Nast Brides senior team and managed a direct sales team (1)

• Achieved 108% of sales targets by selling in 300+ exhibitors for re- launch of UK's largest B2C 'The Photography Show'
• Rebooked over £1m onsite revenue
• Supervised and mentored show rebooking team of eight staff members with no prior rebooking experience
• Managed and mentored a direct sales team (2)
• Key account management
• Drafted and executed sales strategies for series of launch events/exhibitions in B2B and B2C photography industry
• Contributed to launch of specialist conference aimed at design community and photography sector by selling tailored packages and wide range of creative solutions
• Successfully launched ‘PhotoLive' Hammersmith Novotel training event for photography enthusiasts including paid conference and retail exhibition area
• PhotoLive' later evolved into roadshow format which took place in three cities nationwide

Took time off to help care for my mother and handling family matters following her death

• Oversaw strategic development of Modern Bride and aimed to produce comprehensive sales plan which incorporated exhibitor's promotional activities in line with marketing event timeline
• Directed people management for team of two members, sales executive and administrator
• Contracted 120 exhibitors of new business which generated £265K in stand revenue and exceeded commercial expectations in year one
• Boosted stand revenue on Designer Wedding Show by 10% to £375K per edition and achieved 125% of revenue targets

• Managed all aspects of the launch of 'Collections' a co-located high end jewellery retail event with Top Drawer Spring trade exhibition including strategy/planning, show management, market knowledge, creative content, P&L accountability, and brand development
• Capitalised on established key industry and client relationships to market show concept and deliver successful soft launch at Top Drawer in January 2007
• Led show across all disciplines including operations, commercial, and marketing
• Set KPIs and targets in order to monitor performance and execute appraisals
• Individually contracted 140 exhibitors with 3454 visitors in year one, 2008