Laura Strangeway

Key Responsibilities:

• Whilst in post I managed a major restructure, which involved reducing operating costs. This involved restructuring the organisation by reducing payroll by 10%, increasing commercial income by £400k (10% growth), generating a long-term capital plan (10-year plan) and repurposing bank loans.
• Improved cross-departmental collaboration between management staff by revamping structured communication plans.
• Lead the SMT which consists: Director of Fundraising, Director of Mechanical Engineering, Director of Infrastructure, Finance Director, Director of Safety & Compliance, Head of Business Systems and HR.
• Managed the restructure of the marketing team to increase income and deliver grant reporting such as NHLF / Arts Council. This involved a substantial rebrand to reflect the railways charitable aims (volunteering, education & community, heritage and lineside conservation.

Key Responsibilities:

• To ensure PLC and Trust achieves budgeted income. of £10m.
• Deputy Chief Executive Officer (D/CEO), managing and leading the executive team, liaising with the Boards and in managing the day to day operations, including its resources and its people.
• To formulate strategies (Marketing and Commercial) and budgets each annum to deliver traffic income of £3.5m
• To liaise with key stakeholders including the Heritage Railway Association (HRA) and Official Rail & Road (ORR).
• Competency Management and Training (Including Heritage Rail Operations and Health & Safety).
• To work with the Head of Business Systems/IT Manager to ensure platforms are integrated to ensure detailed financial reporting and benchmarking (Epos, HR & Payroll and Finance).
• Analyse market trends including visitor / members / donors demographics to maximise income.

The North York Moors Historical Railway Trust is a not-for profit charitable organisation run as part of the local community. Day to day operation is carried out by volunteers with railway operations and business experience. Every visitor that travels on the railway helps preserve one of the earliest and most historic lines.

Key Responsibilities:

• Deliver an integrated marketing strategy achieving £7m.
• Liaise with stakeholders including PR to ensure £3.5m traffic budget is exceeded.
• Delivered and negotiated large film contracts including Mission Impossible, Indiana Jones and Downton Abbey.
• Marketed fundraising, legacies, bequests and grants to exceed Trust budget £3.5m.
• Event Management including Railway in Wartime event which receives 30,000 visitors.
• Manage Customer Services - welcoming over 350,000 passengers annually.
• Research including including visitor surveys and external data.
• Media buying.
• Introduced Good Box donation boxes, text donations, a complex epos system which operates over a heritage railway and the main railway network.
• Winner of the White Rose Large Event 'Flying Scotsman' 2016.

The York Dungeon is a 75-minute journey into more than 2000 years of York's horrible history. The York Dungeon is part of Merlin Entertainments Plc a worldwide company with 60 million visitors annually with over 100 attractions in 22 countries.

Key Responsibilities:

• To achieve the annual budgeted visitor volume and revenue.
• To create a strategic marketing plan in-line with the business plan (annually and in-line with the 10 year plan)
• Deliver York Dungeons Halloween event (Biggest key trading period) +69% in visitor volume in 2014
• Re-launch of the York Dungeon visitor attraction in 2013 after flooding 2012 (£2 million investment)
• Budget Management
• New Business Development (Hotel Trade, Online Third Party, Contra Deals & Promotional Partners)
• Brand Management (Global Brand)

Newby Hall & Gardens is one of England's renowned Adam houses, an exceptional example of 18th century interior decoration. As Duty Officer this involved managing the day to day operation of the Estate as a visitor attraction which receives between 135,000 - 140,000 visitors per season and work on key projects and events including school visits.

Key Responsibilities:

• Winner of the White Rose Large Visitor Attraction (Newby Hall) 2011
• Assistant Marketing Manager & Duty Officer
• Assistant Curator of the Sculpture Park/Art Exhibitions
• Creating sponsorship packages and business development
• Event Marketing (Plant & Craft Fairs, Dog Shows and Charity Sporting Events)
• Digital marketing
• Season Ticket Management

• Working on established contracts ensuring the delivery of projects
• Market Research
• Brand values

• Assisting with the delivery of events including the Food and Drink Fair, and Lord Harewood's eightieth Birthday celebrations