Celina Maitland
London,England
Summary
Motivated individual eager to contribute value to large-and small-scale event planning. Possesses high attention to detail and excellent capacity to meet challenges with critical thinking and adaptability. Personable and collaborative communicator and decisive leader.
Overview
19
19
years of professional experience
Work history
Director of Events
Strongarm Hospitality
London , London
2024.08 - Current
- Identified new business opportunities to support company growth.
- Improved team performance through coaching and mentoring.
- Enhanced sales processes by implementing effective strategies.
- Managed multi-channel marketing campaigns to increase product awareness.
- Led product launches that strengthened brand presence.
- Generated and nurtured leads to maximise revenue opportunities.
- Reviewed and updated sales policies to improve team effectiveness.
- Increased brand visibility through targeted marketing initiatives.
- Conducted market research to support strategic decision-making.
- Implemented CRM systems to streamline client management.
- Coordinated trade shows and exhibitions to expand market presence.
- Performed competitor analysis to support product positioning.
- Prepared monthly sales forecasts and performance reports.
- Managed sales pipelines and activities using CRM software.
- Developed advertising campaigns to improve brand awareness.
- Created marketing campaigns that increased lead generation and conversions.
- Improved lead conversion rates through effective CRM adoption and follow-up processes.
- Led 360° event delivery, managing opportunities from lead generation and client acquisition through planning, production, and successful execution.
- Project managed the Pirana enclosure at the Silverstone Grand Prix, overseeing planning, logistics, production, and on-site event execution.
Events Director
Cream Group
London
2018.06 - Current
- Managed end-to-end event logistics, including budgeting, supplier negotiations, and on-site coordination, resulting in smooth execution of a wide range of high-end events, from intimate dinners to large-scale productions up to 1800 guests.
- Successfully planned exclusive events for high-end clients, including notable brands like Christian Dior, Spotify, Tom Ford, Amazon prime and Dolce & Gabbana ensuring meticulous attention to detail, premium service delivery, and exceeding client expectations.
- Managed international event coordination, notably overseeing a recent collaboration between the brand Patrizia Pepe and Cirque Le Soir for Milan Fashion Week, ensuring flawless execution and creating an unforgettable experience for 1500 guests.
- Prepared and presented yearly budgets and forecasts for improved planning and strategy.
- Achieved and surpassed annual sales targets over £2.5 million in 2022 through strategic planning, client relationship management, and effective sales techniques, driving sustained revenue growth year on year.
- Achieved milestone by delivering record event sale of £1.3 million in 2023 at one of the venue.
- Managed team of 6 staff, driving performance with motivational strategies to exceed sales targets.
- Recruited and cultivated top-tier talent, strategically assembling and training high-performing event teams characterized by focus, expertise, and commitment to excellence, resulting in seamless execution and exceptional client satisfaction.
- Developed pricing structures based on historical and current trends, competitor activities and supply chain data.
- Developed marketing plans to support department strategies.
- Represented Company to public at trade exhibitions and conventions, driving awareness of Cream Group Events.
- Implemented CRM system to Cream Group, improving team productivity, building database and increasing sales revenue.
Head of Sales
Ceviche Ltd
London
2016.01 - 2018.01
- Responsible for targeting new local, commercial and corporate clients as well as the management of the meetings and events business.
- Responsible for meeting target of Ceviche pre-booked sales through effective planning and budgeting.
- Setting, monitoring and managing targets for the sales and reservations team.
- Mapping potential customers and leads generation.
- Relationship building with clients.
- Representing Ceviche Ltd at meetings, events and trade shows to gain new business leads and contacts
- Setting and maintaining account management with event agencies.
- Creating new revenue streams by cultivating successful partnerships with local businesses, hotels and associations.
- Evaluating markets trends and reporting to top management.
- Identifying investment opportunities, threats and challenges to accurately forecast company budget.
- Local and Digital Marketing Strategy.
National Account Manager
Late Night London - Novus Leisure Ltd
London
2015.05 - 2016.08
- Managing key client account to develop sales.
- Event planning.
- Following up new business opportunities and setting up meetings, pitching and presentation.
- Finding new revenue streams, developing partnerships through trade show and networking.
- Built relationships and partnership with event agencies and third parties.
- Working closely with Marketing, Digital and Social Media to maximise sales and opportunities.
- Networking and interacting with local, national and international associations to optimise industry connections.
- Involved in company focus groups to design best marketing strategy for product offering.
- Oversaw sales and marketing for national account portfolio totaling £2.7 millions in annual sales.
Sales & Events Manager
Balls Brothers - Novus Leisure
London
2014.01 - 2015.04
- Responsible for pre-opening activities including operations, general booking set up and launch of Bury's Court.
- Building and maintaining relationship with key clients.
- Organising showcases, sites visits and meetings.
- Responsible for driving pre-booked sales growth.
- Maximising sales opportunity through social media, marketing campaign and client reward scheme.
- Event planning.
- Creating local business activities to generate leads and drive pre-booked sales.
- Delivered a very successful Christmas and has achieved target for both venues (Carey Lane 133.6% and Mark Lane 105% achieved target).
- Analysed sales reports to identify trends and update strategies.
General Manager
The Warwick - Amber Bar - Balls Brothers - Novus Leisure Ltd
London
2008.01 - 2014.01
- Fully accountable for P&L, GP's and Labour budgeted target
- Opening and re-branding of 4 sites (Balls Brothers Minster Court, Balls Brothers Mayfair, Grace Bar and The Warwick)
- Managing and developing a team up to 50 people
- Delivered business strategy to drive revenue and operational efficiencies.
- Set policies and processes outlining expectations on employee behaviour at every level.
- Tracked KPIs to drive profitability and target delivery.
- Increased revenue streams by reducing costs, managing schedules and performing variance and risk analysis to implement corrective actions.
- Recruited top-performing candidates to build staff retention and team performance.
Education
GCSEs - Tourism
Lycee Polivalent Sacre-Coeur
Nantes, FranceGCSEs - Tourism
Lycee Polivalent Sacre-Coeur
Nantes, FranceSkills
- Event Production
- Sales Management
- Project Management
- Budget Management
- Multilingual (Fluent in French and English/ Basic Spanish)
- Trend forecasting
- Budget forecasting expertise
- Artist Liaison
- PR strategy development
- Food hygiene regulations
- Menu design and development
- Cost controls
- Problem-solving
- Customer-focused
- Team building
Timeline
Director of Events
Strongarm Hospitality
2024.08 - Current
Events Director
Cream Group
2018.06 - Current
Head of Sales
Ceviche Ltd
2016.01 - 2018.01
National Account Manager
Late Night London - Novus Leisure Ltd
2015.05 - 2016.08
Sales & Events Manager
Balls Brothers - Novus Leisure
2014.01 - 2015.04
General Manager
The Warwick - Amber Bar - Balls Brothers - Novus Leisure Ltd
2008.01 - 2014.01
GCSEs - Tourism
Lycee Polivalent Sacre-Coeur
GCSEs - Tourism
Lycee Polivalent Sacre-Coeur