Shauna Campbell
London,Surrey
Summary
Commercial leader with over 21 years of experience in hospitality, focusing on revenue growth and operational leadership. Proven ability to lead large teams and optimise revenue strategies, resulting in significant business outcomes in high-growth environments. Expertise in driving cross-functional collaboration and enhancing customer acquisition and retention through innovative brand and marketing strategies.
Overview
21
21
years of professional experience
3
3
years of post-secondary education
Work history
Group Commercial Director
Unite Students
London
2021.12 - 2025.12
- Company Overview : £630m tunover
- Led the transformation into a world-class consumer-focused organisation.
- Directed central commercial and communication functions to enhance operational efficiency.
- Developed and executed brand, revenue and commercial strategies to boost revenue growth.
- Enhanced customer acquisition and retention through data-driven decision-making.
- Ensured consistent, strategic communication with internal teams and stakeholders.
- Established team structures, processes, and reporting systems for commercial functions.
- Outperformed income targets for three academic years, achieving significant yield growth.
- Created distribution strategy reducing acquisition costs by £1.5m.
Director of Commercial
IHG
Denham, Buckinghamshire
2018.05 - 2021.12
- Company Overview : £295m turnover
- Led commercial integration of 12 Principal Hotels into IHG's portfolio, enhancing sales and marketing strategies.
- Managed rebranding efforts for hotels, launching luxury brands Kimpton and voco to maximise ADR and GOP.
- Optimised business and channel mix strategies for improved financial performance.
- Transitioned commercial systems and processes within a three-month TSA period without disruption.
- Delivered increased employee satisfaction scores across sales, marketing, and revenue teams post-integration.
- Achieved successful rebranding of Principal portfolio into IHG's voco and Kimpton brands.
- Recognised with IHG SVP Europe Talent Award for excellence in leadership
Director of Pricing and Operations Europe
IHG
Denham, Buckinghamshire
2016.04 - 2018.05
- Monitored industry forecasts to sustain revenue growth and maintain agile organisation.
- Created reports detailing KPIs and revenue issues for upper management.
- Streamlined business processes through innovative thinking to enhance overall performance.
- Developed key operational initiatives to drive substantial business growth.
Director of Revenue – Europe / UK
IHG
2013.05 - 2016.08
- Comapany Overview : £575m (Europe) & £270m (UK) turnover
- Directed revenue strategy and management for hotel portfolios across Europe and UK.
- Achieved record-breaking revenue performance through strategic adjustments in business mix.
- Led 24-month consecutive growth in Revenue Generation Index within UK portfolio.
- Conducted market analysis, pricing strategies, and optimisation to exceed market share.
- Ensured development and retention of top talent to drive commercial success.
- Instrumental in managing decoupling and sale of multiple hotel portfolios with HR consultations.
- Recipient of IHG CEO Top Talent Award (2016) for outstanding revenue performance.
- Honoured as IHG Boss of the Year (2015) and HOSPA Revenue Management Professional of the Year (2014).
Education
BA - Hotel and Catering Management
1996.01 - 1998.12
Skills
- Stakeholder management
- Customer acquisition techniques
- Marketing and sales strategies
- Revenue growth strategies
- Action orientated and results driven
- Technology integration
- Prices optimisation
- Diverse communicator
- Strategic planning
- High Emotional intelligence
- Budgeting
- Critical-thinking
- Communication proficiency
- Data-driven decision-making
- Strategic leadership
- Talent Management
- Training and Development
- Brand-building strategies
- E-Commerce strategy
- Demand forecasting
References
References available upon request.
Timeline
Group Commercial Director - Unite Students
2021.12 - 2025.12
Director of Commercial - IHG
2018.05 - 2021.12
Director of Pricing and Operations Europe - IHG
2016.04 - 2018.05
Director of Revenue – Europe / UK - IHG
2013.05 - 2016.08
Technikon of Witwatersrand Hotel School - BA, Hotel and Catering Management
1996.01 - 1998.12