Emma Birkett
Chandler's Ford,HAM
Summary
Strategic leader with extensive experience in business development, sales planning and operational leadership. Demonstrated success in driving commercial growth and increasing market visibility through effective strategy transformation, partnership development and enhanced customer engagement. Expertise in leading cross-functional teams and managing multi-million-pound budgets to deliver data-driven solutions that optimise ROI.
Overview
23
23
years of professional experience
Work history
Strategy & Operations Manager
Celcius Ltd
05.2024 - 06.2025
- Executed annual content strategy to maximise audience engagement across multiple platforms.
- Launched social media initiatives, increasing visibility and client interaction significantly.
- Managed E-Marketing Executive to launch new website with effective SEO implementation.
- Established loyalty scheme to enhance existing client relationships and retention.
- Optimised customer insights using competitor analysis and improved data reporting techniques.
- Directed evolution of business strategy to expand outreach and cultivate partnerships.
- Streamlined operations through innovative processes leading to enhanced efficiency.
- Nurtured industry relationships to broaden business opportunities.
Senior Sales Planning & Activation Manager
Celebrity Cruises
08.2023 - 05.2024
- Streamlined cross-department collaboration by managing relationships between Revenue Management and Sales teams.
- Facilitated sales team consistency through regular alignment calls and monthly conferences.
- Prioritised optimal ROI while overseeing three budgets totalling £1.2 million.
- Directed strategic planning for campaigns and efficient use of Salesforce platform.
- Achieved revenue objectives by leading the Business Development team in nurturing new partners.
- Improved account segmentation and SLAs through an annual Business Development Strategy.
- Executed engaging events for trade partners, notably the Celebrity Travel Agency Appreciation Awards.
- Implemented yearly Ship Visit and Familiarisation strategy to enhance partner engagement.
Sales Planning Lead
British Airways
09.2018 - 07.2023
- Created and implemented short- and long-term strategies to enhance business performance.
- Specialised in various business areas to drive cross-department efficiency and innovation.
- Monitored channel performance for Business Accounts across all existing and planned routes.
- Analysed commercial data to identify actionable insights regarding concerns and opportunities.
- Developed short-term solutions addressing commercial priorities and revenue gaps through price and non-price initiatives.
- Researched competitor activities to identify gaps in BA products and propositions.
- Initiated product evolvement based on competitor analysis, market feedback, and strategic objectives.
- Coordinated joint business strategy creation for underperforming routes involving multiple departments.
Inside Sales Executive
APT- River Cruising & Escorted Touring
12.2017 - 09.2018
- Formulated role to bolster sales department's strategic initiatives through data-driven insights.
- Executed targeted campaigns designed to effectively reach homeworkers.
- Initiated comprehensive agent engagement programme, fostering interdepartmental collaboration on product messaging.
- Drove optimisation of agent performance through targeted analysis and performance programmes.
- Pursued development of trade partnerships aimed at unlocking growth potential.
- Championed Business Development strategy for U.K. Office, integrating new partnership opportunities.
- Strengthened APT's industry profile through collaboration with internal and external stakeholders.
- Oversaw preparation and promotion of APT-sponsored conference event in Vietnam with key partners.
Business Development Manager
Carnival UK-P&O Cruises, Cunard, Princess Cruises
01.2013 - 03.2016
- Implemented a new department responsible for identifying and developing profitable business channels.
- Supported strategic evolution of user groups and employee benefits, fostering strong brand relationships.
- Conducted analysis to enhance existing programmes identified as revenue opportunities within Carnival UK.
- Secured new Travel Insurance provider via rigorous tender process, improving customer offerings.
- Spearheaded sales and marketing initiatives for Weddings at Sea programme, boosting bookings through targeted campaigns.
- Evaluated performance metrics of ancillary services, striving to meet established KPIs.
- Facilitated external partnership meetings while providing internal updates on strategic goals and progress.
- Managed digital solutions for third-party collaboration, employing analytics for effective tracking.
Account Manager
Carnival UK-P&O Cruises, Cunard, Princess Cruises
06.2010 - 01.2013
- Managed a £29M portfolio of agent accounts, achieving year-on-year growth targets.
- Delivered +112% growth for Iglu.com from 2010 to 2011.
- Recognised as Top Account Manager in Q4 2010 and January 2011.
- Received Revenue Excellence and Return on Investment awards at Carnival UK in December 2011.
- Developed tailored strategies for each account, leveraging online marketing and travel agency specifics.
- Collaborated with Commercial, Flights, and Marketing teams to identify trading priorities.
- Hosted key account meetings and conducted presentations on strategy and training initiatives.
- Supervised Account Coordinator, focusing on personal and professional development.
Air Planning Analyst
Carnival UK-P&O Cruises, Cunard, Princess Cruises
06.2009 - 06.2010
Planning Analyst
Carnival UK - Ocean Village
01.2008 - 06.2009
Travel Consultant
First Choice Holidays
06.2007 - 01.2008
Travel Consultant
Ilkeston Coop Travel
07.2002 - 08.2003
Education
BSc - Tourism Management
University of Wales, Aberystwyth
Aberystwyth /2003 - /2006
MSc - Management and Marketing
University of Wales, Aberystwyth
Aberystwyth /2006 - /2007
Skills
- Experienced senior manager
- Broad experience in commercial areas
- Workforce training and mentoring
- Strategic partnership building
- Operational efficiency
- Extensive Marketing and sales experience
- Business strategy formation
- Project leadership
- Interpersonal communication
References
References available upon request.
Timeline
Strategy & Operations Manager
Celcius Ltd
05.2024 - 06.2025
Senior Sales Planning & Activation Manager
Celebrity Cruises
08.2023 - 05.2024
Sales Planning Lead
British Airways
09.2018 - 07.2023
Inside Sales Executive
APT- River Cruising & Escorted Touring
12.2017 - 09.2018
Business Development Manager
Carnival UK-P&O Cruises, Cunard, Princess Cruises
01.2013 - 03.2016
Account Manager
Carnival UK-P&O Cruises, Cunard, Princess Cruises
06.2010 - 01.2013
Air Planning Analyst
Carnival UK-P&O Cruises, Cunard, Princess Cruises
06.2009 - 06.2010
Planning Analyst
Carnival UK - Ocean Village
01.2008 - 06.2009
Travel Consultant
First Choice Holidays
06.2007 - 01.2008
Travel Consultant
Ilkeston Coop Travel
07.2002 - 08.2003
BSc - Tourism Management
University of Wales, Aberystwyth
/2003 - /2006
MSc - Management and Marketing
University of Wales, Aberystwyth
/2006 - /2007
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