NICKY PRYCE

UK's largest indoor go-Karting business with +40 sites across the UK now expanding into German and Dutch markets.

• Led digital transformation with new website, new CRM platform, new SEO test & learn programme.
• Created new pricing strategy, delivering £1.2m in year one, moving customers from peak into shoulder periods with dynamic pricing.
• Grew top-line revenue through new promotional strategy, using 3rd party online platforms to reach untapped consumer base.
• Realigned product direction into coherent brand proposition & away from generic leisure centre philosophy.

Led Sales & Marketing function across UK's largest Pub Co, industry leading CAGR, ROCE and all digital KPIs.

• Created brand architecture for all high-street brands incl. Slug & Lettuce, re-aligned brand strategy.
• Delivered new customer engagement platform - Rep.Com - establishing customer-centric culture & growing NPS by 10pp.
• Grew top-line revenue via new centralized sales team, booking platform & contact-centre, generating £175m revenue in 2019.
• Drove digital transformation through new tech-stack & team recruitment, bringing pre-booked sales, consumer retention & customer lifetime value onto company's agenda for first time.

• Responsible for growth of Midway brands, across 94 attractions incl. London Eye, Madame Tussauds, SEA LIFE, The Dungeons, Legoland Discovery Centres, across 25 countries, 4 continents.
• Development, delivery and marketing of new customer experiences via £40m+ capital PA with ROI of 20+%, pivotal to Midway's double digit CAGR.
• Grew online revenue from £40m to £110m, from 8% to 18% of total admissions revenue in 3 years.
• Matrix-managed regional teams, across multi-culture, multi-national brand plans adapted for each local market.
• Co-founder of The SEA LIFE Trust, board trustee, secured partnership with Whale & Dolphin Society which led to total brand reposition.

• Joined new team created to transform brand into market disruptor, repositioning customer profile and product offering.
• Launched new Manchester and Birmingham stores via OOH campaigns & experiential marketing including their first ever TVC generating uplift of 12% revenue.

-World Duty Free (subsidiary of British Airports Authority)

-Whitbread Pub Partnerships

-Hoverspeed Fast Ferries

• Secondment based in USA, turned around sales in border store between US & Mexico.
• Created marketing strategy for Leased & Tenanted Division across 420 pubs in South-East.
• Drove duty-free sales through product development, pre-visit customer campaigns, won Travel Retailer of the Year, 1995.