Michelle Johnston

Head of Membership Sales & Marketing & Communications Executive — Hatton Country World, Warwickshire
July 2021 – Present

• Senior member of the directors and executive management team, leading marketing, communications, and membership and recruitment strategy across the Hatton Estate.
• Collaborative leadership role overseeing both Hatton Adventure World (visitor attraction) and Hatton Children's Nursery.
• Head of Membership Sales, responsible for all membership-related operations, renewals, retention strategies, and sales performance.
• Revamped membership program, introducing new benefit packages and member events, resulting in consistent year-on-year membership growth despite the current economic climate.
• Develop, design, and manage content across websites, third-party platforms, and digital channels to maximise reach, engagement, and conversion.
• Designed and launched the full website for Hatton Children's Nursery along with social media.
• Responsible for key operational decisions for both business units, including overall planning, sales forecasting, and performance monitoring.
• Turned around the underperforming nursery, increasing revenue from £600k to £1.1 million (an 83% increase) in 18 months, achieving full capacity and creating a waiting list.
• Lead customer retention initiatives through member benefits, exclusive offers, and events.
• Manage relationships with key stakeholders, partners, influencers, and third-party promoters.
• Oversee recruitment marketing and communications for business growth and staffing.
• Analyse sales, membership, and visitor data to inform pricing and marketing strategy.
• Work closely with directors to implement strategic changes to improve performance, customer experience, and revenue.

The Bear Grylls Adventure (Merlin Entertainments), Birmingham
November 2018 – July 2021

• Based within head office located within The Bear Grylls Adventure attraction at the NEC.
• Managed all aspects of guest experience across the site, ensuring high satisfaction for groups, parties, and corporate clients.
• Acted as primary point of contact for complex guest enquiries, complaints, and resolutions, maintaining service excellence.
• Oversaw the contact centre leading a team of advisors, ensuring all calls were answered and emails responded to within designated timeframes.
• Managed customer interactions via phone, email, and live chat, implementing effective processes to resolve issues promptly.
• Utilised Zendesk and Accesso systems to track, log, and manage guest cases efficiently.
• Collaborated with the Merlin Annual Pass team to promote memberships and drive new sign-ups.
• Worked closely with the marketing team to plan and deliver VIP/influencer visits and press events, increasing brand exposure and engagement.
• Led daily operational procedures for the call centre and coordinated with internal departments to ensure seamless guest experiences.
• Monitored site feedback and implemented improvements to enhance overall customer satisfaction and loyalty.

• Served as the primary point of contact for residents, families, and visitors, delivering a high-quality, professional front-of-house experience within a luxury residential setting.
• Managed new family admissions, including selling suites and care packages, explaining services, and negotiating rates in line with business guidelines.
• Acted as a key liaison between families and internal teams to ensure smooth onboarding and ongoing resident satisfaction.
• Handled sensitive and complex situations with empathy and professionalism, including end-of-life care discussions, health deterioration updates, bereavements, and funeral planning.
• Coordinated and resolved maintenance issues by liaising with facilities teams, ensuring resident concerns were addressed promptly and effectively.
• Managed inbound and outbound calls, switchboard operations, visitor management, and general front desk administration.
• Planned and organised resident events, trips, and activities, liaising with venues and managing invoices and payments.
• Oversaw rota planning for front-of-house and administrative teams, ensuring appropriate staffing levels at all times.
• Responsible for payroll administration, one-to-one coaching, staff appraisals, and performance management.
• Liaised closely with GPs, pharmacies, hospitals, and healthcare professionals to coordinate care plans and ensure continuity of care.
• Led recruitment activities including advertising vacancies, interviewing, onboarding, and induction planning for office-based and administrative staff.
• Ensured smooth day-to-day operations across front-of-house and office functions, contributing to high resident and family satisfaction levels.

Retail Banking Mortgage Consultant

NatWest Bank — Birmingham
January 2007 – February 2015

Internally promoted to Mortgage Consultant role

• FSA-regulated Telephone Mortgage Adviser providing expert advice on mortgage products tailored to customers’ individual circumstances.
• Managed the full end-to-end mortgage journey, from initial enquiry through to completion, maintaining regular communication on progress and timescales.
• Conducted structured mortgage sales interviews over the phone, ensuring regulatory compliance at all times.
• CMAP qualified
• Identified opportunities for additional sales including home and life insurance, contributing to overall revenue growth.
• Managed detailed documentation and application processing, ensuring accuracy and adherence to regulatory requirements.
• Worked in a target-driven sales environment.

NatWest Bank — Birmingham

• FSA-regulated role within an inbound call centre, acting as the first point of contact for personal and business banking customers.
• Handled customer enquiries including balance checks, payments, transfers, and account support.
• Supported business customers with automated payments, including staff wage processing.
• Promoted banking products and services and transferred customers to relevant specialist departments as required.
• Liaised effectively with colleagues across the bank to resolve customer issues and complaints.