Freddie Fforde Founder Patch

Freddie leads our commercial and operational functions. He’s started Patch to increase access to opportunity for people based on who they are, not just where they live. With a background in startups, he’s excited about the potential for technology to bring people together.

Sam Good BID Manager Our Colchester Business Improvement District (BID)

Sam is the Business Improvement District (BID) Manager for Our Colchester BID and has overseen the organisation since its formation in 2018. Prior to this spending his career in leisure and hospitality sectors in the UK and Australia. Since taking on his role as BID Manager at Colchester, Sam has overseen the development of innovative and forward-driven visions and strategy to elevate Colchester's position in East Anglia and further. Through the development of new City Centre brand, InColchester through to chairing Colchester Place Marketing Board, Colchester is placed for high levels of growth with the BID at the forefront ensuring a business-led vision.

Sarah Green Chief Executive NewcastleGateshead Initiative

Sarah was appointed CEO of NewcastleGateshead Initiative (NGI) in 2020. Sarah oversees all aspects of NGI, the destination and inward investment agency that delivers for Newcastle, Gateshead, and the wider region.

Prior to NGI, Sarah was the Director of Regions and Nations at CBI. She qualified as a lawyer with Clifford Chance working Hong Kong, London and Shanghai and has a MSc in Urban Regeneration and an MBA. Sarah is also currently completing a PhD scholarship at Durham University, studying the social impact of small businesses on the rural economy.

With a passion for improving the visitor economy, advocate for social mobility and enabler of economic growth in the North East, she sits on the Tourism Industry Council, is an Independent Advisory Board member at Tyne & Wear Archives & Museums (TWAM), a council member at the National Trust and a non-executive director at Ryder Architecture.

Vikki Harris Marketing & Partnerships Director Marketing Lancashire

Vikki joined Marketing Lancashire in 2018 as Marketing and Partnerships Director, to provide collaborative partnering and marketing strategy development. Vikki prides herself on delivering successful, unique and memorable experiences and award-winning marketing campaigns.

Her previous work at Manchester United, where she was responsible for venue marketing and planning activities, included the strategy and planning of all major events at the Old Trafford stadium, as well as sell-out live music concerts, and match day entertainment, ticketing, membership, hospitality and stadium tours. Prior to this she worked as Head of Marketing at tourism agency Welcome to Yorkshire, where her team won numerous accolades. There, Vikki played a key role in the bid to bring the Grand Départ of the Tour de France to Yorkshire and was instrumental in the delivery of the event itself. Before working in Yorkshire, Vikki worked in Oman launching the nation’s airline into several key European cities.

Fiona Holmes Senior Brand Marketing Manager VisitScotland

Fiona is Senior Brand Marketing Manager within the Global Marketing team at VisitScotland, responsible for delivering global campaign activity including partnership collaborations.

With a strategic focus on inclusive and sustainable growth, the Global Marketing team use a data and insight-led approach to ensure Scotland is discoverable in key markets and in the channels visitors are using for travel inspiration, planning and booking.

Having worked at VisitScotland for 10 years, Fiona has held various roles giving her a rounded knowledge of both marketing and the tourism industry.  

Kate Josephs CB Chief Executive Sheffield City Council

Kate Josephs CB joined Sheffield City Council as Chief Executive in January 2021, having spent 20 years in national government in the UK and United States. 

Since arriving in Sheffield Kate has overseen the creation of an ambitious, outcome focussed one-year plan to guide the city’s recovery from COVID; initiated a wide-ranging programme of self-reflection and culture change in the Council; and partnered with the Joseph Rowntree Foundation to support an innovative project to reimagine Sheffield’s future, engaging a diverse range of citizens.  Following the May 2021 elections, she has supported the city’s new Labour-Green Cooperative Executive administration to deliver on their shared priorities alongside preparing the ground for the shift to a committee system of council governance from May 2022.  Kate is an active member of core cities taking a lead role on CCUK work on climate change and net zero, specifically the UK cities climate investment commission.

Kate’s career as a senior leader in the UK civil service included positions in HM Treasury; the Prime Minister’s Delivery Unit; and the Department for Education (DfE). Kate joined Sheffield from the Cabinet Office’s COVID 19 Taskforce where she was Director General; in June 2021 she was awarded Companion status, The Most Honourable Order of the Bath, in the Queen’s birthday honours in recognition of exemplary public service during her civil service career.

Kate also spent time living in Washington D.C. working for the US Federal Government during the Obama Administration, including as Executive Director of the White House Performance Improvement Council, working across US Government Agencies – on priorities from veterans’ affairs to STEM education – with a mission to advance and expand the practice of performance analytics and improvement.

Kate grew up and went to comprehensive school in Doncaster, was educated at Oxford University and the London School of Economics, and lives in Sheffield with her husband and two young children.

Kazadi Mwamba Economy Lead Surrey County Council

Kazadi is an experienced economic development professional who has worked for boroughs and county councils across London, Essex and now Surrey. His current role focuses on taking forward economic programmes and priorities, ranging from innovation, business support, the skills agenda, and the localities and economic infrastructure programme.

Kazadi brings expertise to various challenges local authorities, BIDs, property developers, and small businesses face. In his spare time, he volunteers at his local club, teaching young people martial arts. Before beginning his career in local government, Kazadi was a professional kickboxer competing worldwide.

Will Myles Managing Director Visit Isle of Wight

With over 25 years’ experience in the Tourism, Travel, Tour Operator, Destination Marketing, Visitor Economy, Maritime and Charitable sectors in the UK and Europe with market leading organisations in both B2B & B2C areas

It all started in 1994 at Ripley Castle Estate near Harrogate as Marketing Coordinator for 2 years followed by 5-year tenure as Travel Trade Marketing Manager for Yorkshire Tourist Board in York.  

P&O Ferries based in Hull was the next port of call commencing as B2B Marketing Manager for ex-UK business then developing to Destination Manager for the North Sea routes to The Netherlands and Belgium, then as On-Board Marketing Controller for all P&O Ferries routes in the UK.

A new challenge with Vaconsoleil, Europe’s leading mobile home and camping tour operator as UK Sales & Marketing Manager.

A directional change for 4 years at UKSA, the UK’s leading maritime training charity based in Cowes as Head of Sales & Marketing which led to a family move to the Isle of Wight.

His current position as Managing Director of Visit Isle of Wight, the island’s DMO has allowed him to put all his extensive skill set into play whilst marketing and promoting the UK’s leading Island Holiday Destination.

Gavin Smyth Tech Ecosystem Manager Glasgow City Council

Gavin Smyth is City Marketing Manager for Invest Glasgow, the Investment Promotion Agency for Glasgow City Region.

Working together with public, academic and private sector leadership, his primary role is to develop a place brand narrative that elevates Glasgow's international profile and reputation to the global business, investment and talent communities.

A creative brand-building specialist with over 24 years of international marketing experience in both private and public sectors, Gavin has worked with premium brands to build awareness, grow equity and increase profitability through leadership roles in drinks, media, arts, technology and government sectors.

John Till Founding Director thinkingplace

As founding Director of thinkingplace, John has directed the development of over 80 place brands over the last 16 years across the UK. He is active in promoting and implementing this best practice approach of creating a shared place story, widening place leadership and creating active collaboration as a key part of growing a place’s economy and promoting local pride. He has led projects for places as diverse as Hampshire, Nottingham, Torbay, Harrogate, North Cambridgeshire, Newhaven, Medway, Lancashire, Staffordshire, Harrogate, Perth and all three UK Cities of Culture.

John has also been working with places to help them develop their response to the Towns Deal, Future High Streets Fund, Levelling Up Funding and Shared Prosperity Fund and is a Mentor to the High Streets Task Force helping to support local authorities and communities to transform their places.