Summary
Overview
Work history
Education
Skills
Timeline
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Garry Fenton

Cumbernauld,North Lanarkshire

Summary

A highly motivated, energetic and experienced leader with an outstanding record of success in the hospitality, leisure, entertainment, and betting & gaming retail sectors. Commercially astute with an instinct for identifying development opportunities and resolving complex business challenges to drive sustainable profit growth, whilst remaining obsessed by providing a premium customer experience. An innovative strategist capable of reviewing and enhancing existing systems in order to improve business performance. Adopts a logical and analytical approach to solving problems, reducing exposure to risk and protecting the company’s financial performance and reputation. An inspirational leader and skilled coach, who empowers colleagues to enable them to fulfil their potential with a positive contribution to the achievement of business objectives.

Overview

24
24
years of professional experience

Work history

Retail Director

Baynes Bakers
Lochgelly, Fife
01.2025 - Current
  • Established performance metrics, leading to improved team accountability and performance with the introduction of a new performance management platform.
  • Led the design, creation and launch of a new customer loyalty App targeting c10,000 actives per week by end of 2025.
  • Led the integration of an AI driven productivity model to optimise c£14m salary costs and targeting c7% reduction annually.
  • Initiated cross-functional collaborations for holistic business growth.
  • Bolstered brand visibility by implementing effective marketing campaigns, working closely with a digital marketing agency to improve brand consideration.
  • Spearheaded retail strategy development, resulting in enhanced customer experience.
  • Led a high performing team to deliver c13% revenue growth on c£50m sales annually.
  • Optimised shop opening hours based on consumer behaviour analysis and complex sales data.
  • Fostered supplier relationships to ensure consistent product availability and competitive pricing.
  • Procured an AI driven energy consumption engine optimising costs and targeting c10% reduction annually.
  • Led the procurement process for a modern efficient AI driven inventory management system.

Retail Managing Director

WILLIAM HILL ORGANISATION
Leeds, West Yorkshire
03.2020 - 08.2024
  • Led the William Hill UK Retail division of c1,400 shops and a team of 7,000 colleagues with P&L accountability for divisional revenue of c£500m and EBITDA of c£110m.
  • Led the creation of a 3 years’ business modernisation 'bolder in retail' plan emerging from the covid pandemic and introducing an entirely new approach to how we deliver trading profit and sustain market share growth. The plan included; innovation in product & technology, adoption of automation tools, application of geodata tooling to map commercial opportunities by location and demographics, setting governance around agile decision making and a dedicated insights programme aimed at transforming the customer journey and experience.
  • Led the Customer Service and Operations contact team based in Leeds delivering support to Retail customers and internal customers in the organisation. The team’s responsibilites included: back office operations, risk and payments, and customer protection. The team‘s success was significant with several OKRs achieved; c25% reduction in customer and colleague fraud, c30% reduction in IBAS cases raised, and contributing to record high colleague NPS scores for support satisfaction.
  • Led the design and introduction of a new People plan and colleague operating model for Retail launched in February 2023 as part of the ‘bolder in retail’ plan, resulting in colleague NPS reaching all time record high levels by April 2024.
  • Delivered profit growth in 2023 exceeding budget targets by c14% through a combination of revenue growth and cost optimisation with sustainable plans to mitigate the latter over the next 3 years.
  • Directed the creation and delivery of strategic and tactical capex projects in excess of c£15m per annum delivering return on investment by year 3.
  • Led the property services for all c1,400 shops directing reviews of all lease agreements, commissioned and approved a new shop design profile for all refurbishment plans and optimised the estate’s annual c£16m hard & soft FM services programme.
  • Leading PML holder fully accountable for the land based licence for William Hill. Led consistent and proactive systemic reviews and processes to protect the licence and comply with 2005 gambling act, AML and LCCP regulations.
  • Supported and approved the creation of all Sports partner sponsorship agreements to target collaborative growth and customer acquisition across the sector.
  • Accountable for all marketing campaigns, including brand asset development, retail collateral design approval, all out of home and ATL activity, and digital omnichannel promotions.
  • Re-designed the Group’s approach to H&S risk assessment working closely with Wakefield Council EHO team and establishing them as the primary authority for the Group.
  • Led the creation of the Group omni channel strategy delivering significant growth in incremental dual channel (retail and online) revenue through increased ARPU and the acquisition and retention of c100,000+ actives.
  • Personally negotiated and approved strategic gaming and sports hardware and software agreements with renowned global suppliers exceeding c£40m in value.
  • Developed an entirely new B2B strategy and 3 years programme targeting ambitious new client sales and multi stakeholder engagement.
  • Expanded my external network and influenced positive change within the sector through active involvement with trade bodies (including BGC), charity organisations, senior competitor stakeholders and government regulator forums. I also hosted many MP visits on behalf of the company.

Retail Regional Director North

WILLIAM HILL ORGANISATION
05.2017 - 03.2020
  • Delivered profit growth of c9% across 450 shops in Scotland and North of England.
  • Led a high performing operations team of 8 direct reports and an extended team of 2,000 retail colleagues.
  • Created new product concepts designed to evolve the customer experience and position our brand as market leading.
  • Inspired an established team to embrace new approaches to customer service focusing on positive experiences to support returning business.
  • Drove company mission and values, representing the organisation at meetings and industry events.
  • Fostered a culture of diversity & inclusion with positive personal rapport through consistent team-building activities.
  • Led and mentored teams, empowering individual career development as well as team achievements.
  • Worked collaboratively with multi-site teams to support seamless operations and deliver on corporate objectives.
  • Met and exceeded corporate KPIs with comprehensive regional growth strategies.

Operations Director

G1 GROUP PLC
10.2013 - 05.2017
  • Delivered revenue growth c23% for a tenanted estate with over 130 bars, restaurants and nightclubs.
  • Inspired a high performing team of business development managers focused on building strong client relationships with a collaborative culture.
  • Fostered personal relationships with trade bodies and suppliers to encourage further support for P&Ls.
  • Developed an entirely new B2B strategy and programme targeting ambitious new client sales and multi stakeholder engagement.
  • Motivated team members by providing mentoring and development opportunities.
  • Accountable for H&S planning across all venues ensuring full compliance with food safety standards and fire safety regulations.
  • Negotiated with vendors and service providers to control corporate expenditures.
  • Planned daily operations to maximise productivity, monitoring KPIs to promote consistent progress towards targets.
  • Led continuous menu design with F&B development managers and venue chefs with customer research at the heart of our objectives.
  • Assessed, identified and mitigated risk through strategic planning.
  • Led site operations team to deliver on KPI targets with consistency.
  • Advocated for improvements through transformational value-based leadership.
  • Spearheaded strategic planning and decision-making processes aligning with mission and stakeholder interests.

Regional Director - North

GALA CORAL LTD
09.2009 - 08.2013
  • Delivered 10% profit growth in 10 land based casino venues across the UK with a customer data base of c15,000 weekly actives.
  • Led a high performing multi site team of c1,500 colleagues covering; operations, marketing, security, and property services.
  • Personally created a new operating model, reducing deployment costs by introducing remote supervisory camera operators to support operations teams and improve customer satisfaction.
  • Drove company mission and values, representing organisation at meetings and industry events.
  • Led and mentored teams, empowering individual career development as well as team achievements.
  • Led F&B development sessions targeting revenue growth across the venues with c£8m targets resulting in 15% growth.
  • Accountable for H&S planning across all venues ensuring full compliance with food safety standards and fire safety regulations.
  • Met and exceeded corporate KPIs with comprehensive regional growth strategies.

General Manager

GALA CORAL LTD
United Kingdom
11.2001 - 09.2009
  • Led venue teams across various locations in the UK, including Liverpool, Middlesbrough, Nottingham, London, Glasgow and Edinburgh.
  • Empowered staff members to contribute to continuous improvement, quality and growth of company.
  • Managed high-performing teams to deliver quality customer service and stable profits.
  • Scheduled regular team meetings to discuss business updates, issues and recommendations.
  • Built and maintained loyal, long-term customer relationships through effective account management.
  • Increased revenue streams by reducing costs, managing schedules and performing variance and risk analysis to implement corrective actions.
  • Accountable for H&S planning across all venues ensuring full compliance with food safety standards and fire safety regulations.
  • Implemented effective customer service procedures to encourage positive feedback.
  • Created and led successful business culture focused on performance.
  • Maintained agile, responsible organisation with sustained revenue growth by monitoring industry forecasts, honing budgets and adjusting marketing strategies.

Education

Pg Certificate - Business Management

Salford University

BA (Hons) - History

Stirling University
04.2001 - undefined

Skills

I’m very active and enjoy hiking to recharge my energy levels I’m a huge sports fan; following club and international football matches, as well as an avid follower of golf and rugby union


I’m currently working on expanding my language skills and I enjoy travelling mainly across Europe sampling its many diverse cultures with architecture and museums being particular sightseeing favourites


Closer to home I enjoy the tranquility of gardening and watching a movie at home with my family, but I’m at my happiest when I’m taking a walk with my dog Improving my cooking skills is also a constant pursuit, but one I‘m getting better at and a passion I’m not afraid to experiment with

Timeline

Retail Director

Baynes Bakers
01.2025 - Current

Retail Managing Director

WILLIAM HILL ORGANISATION
03.2020 - 08.2024

Retail Regional Director North

WILLIAM HILL ORGANISATION
05.2017 - 03.2020

Operations Director

G1 GROUP PLC
10.2013 - 05.2017

Regional Director - North

GALA CORAL LTD
09.2009 - 08.2013

General Manager

GALA CORAL LTD
11.2001 - 09.2009

BA (Hons) - History

Stirling University
04.2001 - undefined

Pg Certificate - Business Management

Salford University

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Garry Fenton