Karen Soames

Operating as a member of the Senior Management Team, reporting directly to the CEO. Responsible for driving commercial growth, operational performance, stakeholder engagement, and the strategic direction of the organisation.

Key responsibilities

• Developed and implemented the organisation's business growth strategy, driving apprenticeship, commercial training and new business opportunities.
• Led multi-disciplinary teams across Business Development, Employer Engagement, Marketing, School Liaison, Student Recruitment and Operational Delivery, with overall responsibility for departmental budgets, performance and strategic objectives.
• Set the strategic direction for marketing and brand activity, working closely with the marketing team to deliver integrated campaigns, key events, strengthen brand awareness, enhance customer engagement and support business growth.
• Built and maintained strategic relationships with more than 600 employers, public sector organisations and key stakeholders, strengthening market position and identifying new commercial opportunities.
• Worked collaboratively with the Senior Leadership Team to shape organisational strategy, improve quality and enhance customer experience across the business.

Key achievements

• Within the first two years, increased organisational turnover by 6.7%, exceeding growth targets.
• Increased learner applications by an average of 5% year-on-year over four consecutive year.
• Led a complete end-to-end review of the customer journey, redesigning key customer touchpoints and business processes to improve customer experience, operational efficiency, and marketing and business development effectiveness.
• Implemented an online booking and payment system as part of the wider transformation programme, delivering annual cost savings of £80,000, increasing secondary sales, and driving higher average spend per customer.
• Contributed to the organisational transformation that improved Ofsted from 'Requires Improvement' to 'Good'.
• Designed, launched and successfully marketed the Level 3 Optical Apprenticeship, establishing strategic partnerships with Vision Express, Boots and Marks & Spencer, and leading the development of the Level 6 Optical Degree Apprenticeship.
• Reduced early learner withdrawals by 30% through targeted interventions and improvements to learner engagement and support.
• Represented the organisation as a senior ambassador at regional and national events, including receiving the prestigious Princess Royal Training Award on behalf of Training 2000 and meeting Her Royal Highness The Princess Royal.

Key Responsibilities

• Led a high-performing Business Development team responsible for apprenticeship recruitment, employer engagement and customer service, comprising Recruitment Officers, Employer Engagement Advisors, Receptionists and a Contracts Officer.
• Managed a £4.5 million apprenticeship contract, ensuring delivery against funding requirements, contractual obligations and audit compliance.
• Developed and maintained strategic relationships with more than 700 employers, including SMEs and large regional and national organisations, driving sustainable partnerships and business growth.
• Identified and developed new commercial opportunities to increase apprenticeship recruitment and generate additional revenue.
• Managed departmental budgets and resources to ensure effective service delivery and value for money.
• Led employer forums, business networking events and learner recruitment events, strengthening stakeholder engagement and raising the profile of apprenticeship opportunities across the region.

Key Achievements

• Surpassed apprenticeship recruitment targets by 10% while successfully managing within a non-levy funding cap.
• Conceived, developed and delivered the Bradford Apprenticeship Event, bringing together colleges, independent training providers, Bradford Council and employers to promote apprenticeships across the city. The inaugural event attracted 752 attendees and secured ongoing funding for future years.
• Redesigned the learner initial assessment process, introducing a practical assessment model that maintained high-quality advice and guidance while delivering annual cost savings of approximately £20,000.

• Key contributor to the planning and development of a new state-of-the-art gym complex on the College Campus, achieving a membership base of 400 within a 6 month period
• Promoted educational offerings to employers, generating leads, meeting sales targets, and identifying opportunities for cross-selling. Meeting the apprenticeship contract of 3 million and 550k commercial income
• Organised networking events, open days, advisory boards and established lasting partnerships with businesses
• Expanded the training portfolio by collaborating with new trainers and negotiating finance arrangements
• Explored and proposed new initiatives that positively impacted the College, both in terms of student numbers and financial income; an example of this is the set-up of the CSCS testing centre
• Worked closely with the marketing department and relevant teams, I played a key role in designing and promoting different initiatives and projects
• Burnley College is a large general further education college covering A Levels, T Levels, vocational qualifications, apprenticeships and degrees.
• I created Amazing Accrington, a dynamic partnership between visionary business leaders and local government. Since then the group has driven Accrington's development across key sectors such as business, education, leisure, and retail. These collaborative efforts have successfully shaped the town's economic landscape, attracting over 600 members. Last year, the Prime Minister visited the group to discuss the future of business in the local area.
• Despite a challenging timeframe and an unfamiliar subject area, I successfully secured a £120k bid for Maths and English delivery
• Effectively secured and managed several employer accounts worth over £200k

• I innovated our internal training courses into a commercially viable enterprise by strategically leveraging our expertise to meet external demand. This transformation not only addressed our internal training needs but also unlocked a new revenue stream by offering these sought-after courses to external businesses and organisations. I effectively turned an internal necessity into a lucrative opportunity, enhancing our financial sustainability
• Developed custom training sessions for businesses and optimised operational inefficiencies for cost savings
• Led a team responsible for all financial operations, marketing initiatives, and the management of tutors and trainers, ensuring excellent customer service to drive repeat business.
• After establishing strong client relationships, I identified additional training requirements, and I strategically expanded our course portfolio to encompass a wider range of training programs. This diversification included crucial topics such as Health and Safety, Food Hygiene, Child Protection, and Fitness Training.
• Pendle Leisure Trust is the leading provider of community leisure facilities in East Lancashire
• Made the department self-sufficient within 12 months, overcoming yearly historical losses of £30k

• Managed three leisure facilities, overseeing diverse areas including staff management, HR, legal requirements for pool operations, and all health and safety standards for the gym and leisure complex.
• Oversaw finances, marketing, IT estate management, and administration, ensuring compliance with health and safety regulations for both the public and staff.
• Supervised 15-20 staff members at any given time, ensuring the safety of 100-120 members of the public.
• Achieved financial targets, KPIs, and sales goals.
• Led the Rhythm and Blues festival in a transformed sports hall, significantly boosting community engagement.
• Elevated the facility's profile, resulting in increased participation and usage within the local area.
• Pendle Leisure Trust is the leading provider of community leisure facilities in East Lancashire
• Re-introduced and revitalised Pendle Triathlon to break even through local business collaboration
• Received QUEST quality award of excellence and was rated at 87% this ranking meant we were rated 15th in the whole country for best-performing leisure centre

• Successfully inspired individuals in their fitness journeys
• Ensured the safety and well-being of facility users while delivering a positive customer experience
• Adapted teaching methods to diverse skill levels and needs
• Actively contributed to creating a vibrant fitness community
• Pendle Leisure Trust is the leading provider of community leisure facilities in East Lancashire
• Supporting a self-confessed couch potato entering a gym for the first time and over time, supporting her to compete as an award-winning bodybuilder
• Teaching hundreds of people, within the community how to swim
• Saving and protecting the lives of individuals by providing medical assistance