James Baker
Cheltenham
Summary
Dynamic and results-driven leader with over 15 years of progressive experience in the Leisure, Culture, and Entertainment sector, spanning council operated, charitable trust, private school, and outdoor lido environments. Currently serving as Interim CEO at The Cheltenham Trust, overseeing five iconic venues with a team of 250 staff and a £7.3m annual revenue turnover. Recognised for a proven track record in driving organisational transformation through strategic vision, financial recovery, and operational excellence. Successfully aligned strategic objectives, optimised resources, and implemented strong governance frameworks to deliver high-impact initiatives that balance community value with commercial success. Resilient under pressure and known for data driven decision making, fostering stakeholder relationships, and delivering measurable outcomes. Passionate about empowering teams, promoting collaboration, and cultivating a culture of growth, innovation, and excellence.
Overview
7
7
years of professional experience
Work history
Interim CEO
The Cheltenham Trust
Cheltenham, Gloucestershire
10.2024 - Current
- Interim CEO, overseeing day-to-day operations of diverse portfolio of 5 large commercial and cultural venues with average annual headcount 250 employees
- Provide experienced and visible leadership, developing Trust’s values and behaviours
- Develop Vision, Mission and Values
- Direct resources effectively to achieve operational goals and ensure delivery of quality, cost-effective services
- Improved governance framework to create foundations for financial sustainability
- Manage and communicate organisational risk
- Success in developing and delivering business cases and capital investment programmes to drive revenue growth and create efficiencies
- Ensure coherence and collaboration across Trust teams, balancing priorities for optimal focus
- Develop executive team training and development, promoting culture of learning and positive behaviour
- Put in place clear controls for financial administration and business management.
Deputy CEO
The Cheltenham Trust
Cheltenham, Gloucestershire
04.2024 - 10.2024
- Operations Director
- Achieved annual cost savings. c£150k
- Delivered operational improvements through efficient process management.
- Fostered positive working environment, increasing staff morale.
- Led organisational change initiatives, enhancing overall performance levels. Including business system transformation.
- Instituted risk management protocols, ensuring financial stability.
- Identified growth opportunities
- Established key stakeholder relationships to foster partnerships and collaborations.
Head of Facilities and Health & Safety
The Cheltenham Trust
Cheltenham, GLS
02.2020 - 03.2024
- Lead organisation through Covid-19 global pandemic
- Contributing to strategic decision-making
- Managed budgets and led business transformation and capital investment projects. Over c£2m projects delivered on time and on budget
- Improved stakeholder relationships and maintained service level agreements
- Executive Team
Assistant Sport and Leisure Centre Manager
The Cheltenham Trust
Cheltenham, GLS
10.2018 - 02.2020
- Supported executive team in enhancing leisure and cultural services
- Increased leisure revenue by c£400k annually through business system transformation
- Managed commercial income budgeting and contract negotiations
- Developed KPIs, recruitment plans, and staff rotas
- Strengthened relationships and improved customer service standards
- Managed teams of 20+ staff, ensuring efficient operations
Education
Some College (No Degree) - Safety For Executives And Directors
IOSH
Membership2024
Skills
- Executive Strategic Leadership 5 years
- Governance and Board Engagement
- Organisation Transformation and Change Management
- Financial Acumen
- Led Capital Investment Programme Delivery (c£2m)
- Stakeholder Relationship Management
- Political and Local Government Awareness
- Leisure, Culture and Entertainment Sector Experience 15 years
- Operations and Risk Management
Accomplishments
- Gloucestershire Live - Business in the face of Adversity Special Award 2021
- Special letter of acknowledgment from Cheltenham Borough Council Leader in response to supporting a mobilisation of emergency rest centre 2020
- SoGlos - Health/Fitness Business of the Year 2019
- Rugby Football Union - Recognition of outstanding contribution to Rugby World Cup 2015 through the provision of world-class facilities
Timeline
Interim CEO
The Cheltenham Trust
10.2024 - Current
Deputy CEO
The Cheltenham Trust
04.2024 - 10.2024
Head of Facilities and Health & Safety
The Cheltenham Trust
02.2020 - 03.2024
Assistant Sport and Leisure Centre Manager
The Cheltenham Trust
10.2018 - 02.2020
Some College (No Degree) - Safety For Executives And Directors
IOSH
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