Beth Foster

As a Project Leader for The Square and EcoGrade™, I drive the development, adoption, and scalability of a cutting-edge SaaS platform addressing sustainability challenges within the serviced accommodation industry. My contributions span three critical domains: Product Management, Programme Development, and Change Management & Organisational Development, ensuring both the platform's success and the fundamental growth of the organisation.

• Product Vision and Strategy: Defined and executed the product roadmap, aligning features with sustainability objectives and ensuring user-centric design for optimal performance.
• AI-Driven Solutions Development: Facilitated the integration of AI technologies to deliver robust data analysis and actionable insights.
• Feature Innovation: Oversaw the launch of new features addressing key client needs, delivering iterative improvements informed by market trends and analytics.
• Cross-Functional Collaboration: Acted as a liaison between technical teams, stakeholders, and end users to ensure alignment and efficient execution of product goals.
• Certification Programme Creation: Designed and launched the EcoGrade™ Certification programme, including a four-unit online course equipping businesses with tools to achieve measurable sustainability impacts.
• Industry Engagement: Built global partnerships to expand EcoGrade™’s reach and align with international sustainability standards; co-authored two peer-reviewed scientific papers validating methodologies and outcomes.
• Programme Scaling: Successfully onboarded 30+ businesses within the first year, driving significant adoption and environmental progress.
• Organisational Resilience: Conducted audits to identify improvements in operational processes, team structures, and scalability frameworks, implementing change strategies to ensure seamless growth.
• Team Optimisation: Delivered training sessions to enhance performance and adaptability, introducing workflows and tools to improve efficiency and communication across departments.
• Strategic Planning: Developed long-term operational strategies and policies to support sustainable expansion while ensuring compliance with organisational goals.
• Culture and Innovation: Fostered a culture of continuous improvement by engaging stakeholders and aligning teams with strategic objectives.

Successfully scaled the business from inception to a high-performing organisation with a small team of 105 across the UK, Vietnam, and Hong Kong. Having achieved set goals, I am transitioning into an advisory role akin to a Non-Executive Director (NED), providing strategic guidance on a part-time basis. This role encompassed leadership across operations, financial management, human resources, and strategic development, driving sustainable growth and organisational resilience.

Core Responsibilities

• Strategic Leadership, Business Growth, Operational Management Human Resources, Team Development, Financial Management, Strategic Partnerships, Business Development, Compliance and Governance Project and Programme Management.

• Directed the business setup in the UK, scaling operations from a team of 2 to 105 employees across three regions.
• Developed and executed strategic business plans to optimise growth, reduce costs, and enhance profitability.
• Spearheaded sustainability initiatives, embedding environmental considerations into operational strategy.
• Chaired board meetings, providing strategic insights and updates on performance.
• Oversaw daily operations to meet financial targets and maintain efficiency across international locations.
• Implemented robust risk management protocols, ensuring compliance with regulatory standards.
• Streamlined logistics and service delivery processes to achieve operational excellence.
• Recruited, trained, and managed senior leadership, fostering a results-driven management team.
• Established employee development programmes to enhance individual and team performance.
• Designed and enforced HR policies to ensure compliance and create a supportive, inclusive work environment.
• Directed financial planning and P&L management, ensuring fiscal stability and informed decision-making.
• Negotiated contracts with external partners, securing cost-effective and mutually beneficial agreements.
• Maintained oversight of payroll, budgeting, and financial reporting.
• Built and managed strategic partnerships to drive growth and diversify service offerings.
• Developed CPD and education programmes to build internal expertise and industry influence.
• Ensured organisational compliance with applicable legislation and regulatory requirements.
• Established policies to promote accountability, transparency, and ethical business practices.
• Led cross-functional teams to deliver strategic projects and initiatives.
• Strengthened operational frameworks and scalability through effective programme implementation.

As Senior Digital Manager, I led the development and execution of innovative digital marketing strategies that enhanced client engagement, optimised campaign performance, and achieved measurable growth.

Key Achievements & Duties

• Scaled the digital department in line with business growth, expanding the team from 2 to 15 members, including hiring, training, and mentoring staff to meet increasing client demands.
• Developed and implemented departmental workflows and best practices, ensuring efficiency and alignment with business objectives.
• Fostered a collaborative and innovative team environment, driving high performance and creative problem-solving.
• Grew personal client accounts from £200K to £1.9M by developing tailored digital strategies and fostering long-term client relationships.
• Provided strategic consultation to clients, aligning digital campaigns with their business goals to maximize ROI.
• Designed and executed multi-channel digital marketing strategies, including social media, email marketing, and PPC campaigns, to drive client engagement and growth.
• Developed detailed performance analytics and reporting frameworks, enabling data-driven decision-making and campaign optimisation.
• Crafted and implemented comprehensive digital marketing strategies, incorporating SEO, pay-per-click (PPC) advertising, and social media marketing to meet diverse client needs.
• Developed automation- and performance-based campaigns through strategic stakeholder partnerships, ensuring efficiency and high ROI.
• Enhanced brand awareness and customer retention through creative promotional activities and cross-promotions with partners.
• Directed a high-performing marketing team, fostering a culture of creativity, innovation, and accountability.
• Maintained strong client relationships by customising promotional strategies to meet their specific needs, products, and services.
• Negotiated contracts with clients, influencers, and ambassadors, securing mutually beneficial partnerships and driving growth.
• Monitored campaign performance using analytics tools, providing detailed reports and actionable insights to optimize future efforts.
• Streamlined workflows with marketing automation tools, reducing costs and improving team efficiency.

As Head of People within a start-up environment I led strategic initiatives to foster a resilient and inclusive organizational culture, align HR policies with UK employment law, and drive employee engagement. I focused on embedding Diversity, Equity, and Inclusion (DEI) practices into the company's core values, strengthening internal policies, and creating a forward-looking people strategy to support business growth.

Key Achievements & Duties

• Developed and executed a strategic people vision, aligning workforce growth with business goals and fostering a high-performing, inclusive culture.
• Diversity, Equity, and Inclusion (DEI): Embedded DEI into all organisational practices, delivering training on unconscious bias and inclusive leadership, and achieving measurable improvements in representation.
• Created and refined HR policies to ensure full compliance with UK employment law, minimising legal risks and maintaining best practices.
• Increased engagement scores by introducing innovative communication channels, feedback loops, and recognition programs.
• Designed performance management frameworks and development programs, enhancing skills, leadership pipelines, and career progression.
• Operational Efficiency: Streamlined HR processes, including onboarding and performance reviews, leveraging technology to improve efficiency and support scalability.
• Culture and Change Management: Led cultural transformation initiatives, promoting resilience, adaptability, and a sense of belonging, while minimising disruption during transitions.
• Risk Mitigation: Reduced legal exposure by providing expert guidance on complex employment matters, such as contracts, grievances, and disciplinary actions.

Key Achievements and Duties

• Led a team of three HR professionals, fostering collaboration and ensuring compliance with legal and industry standards.
• Reviewed and updated HR policies, drafted the employee handbook, and implemented performance development programmes, reducing turnover rates.
• Managed talent acquisition through 50+ job advertisements, optimising recruitment and onboarding processes.
• Conducted exit interviews and educated line managers on compliance measures to improve retention and operational consistency.
• Embedded equal opportunities into HR processes, launching initiatives that fostered an inclusive workplace culture and enhanced employee satisfaction.
• Administered payroll, negotiated benefits packages, and implemented an applicant tracking system to streamline recruitment.
• Maintained health and safety compliance, creating a supportive and secure work environment.
• Oversaw day-to-day office operations, budgets, and vendor relationships, ensuring efficiency and cost-effectiveness.
• Coordinated office relocations and refurbishments with minimal disruption to productivity
• Enhanced workplace culture through team-building events, wellness programmes, and engagement surveys, increasing satisfaction and productivity.
• Aligned people strategies with organisational goals, leveraging automation tools to streamline HR workflows and improve efficiency.