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Work experience


Sales & Marketing Manager

Cantley Hotel Group

  • Headhunted and tasked with accountability for the sales and marketing development of an independent Hotel group; created pro-active business strategies and growth plans within a period of global recession.
  • Analysed existing client base and revitalised existing revenue streams by applying thorough market research, mystery shopping and data analysis techniques.
  • Implemented highly effective marketing strategies and gained new corporate business, increasing revenue potential by over £100k within 6 months.
  • Developed brand synergy between Cantley Lodge & Cantley House Hotel, introducing niche marketing strategies and capitalising on local community engagement.

Sales & Marketing Manager

  • Initially recruited by established Gardening and Maintenance Company to implement franchising department and develop sales strategies for continual growth.
  • Created protocols, cross-functional training plans for a team of 15 staff and introduced business planning processes, streamlining existing business concept in order to develop customer service standards and delivery memorandum.
  • Developed £246k of new business within 12 months in-spite of economic downturn; negotiated the achievement of 3 largest revenue and profit generating contracts in company history with a total value of £100k within 18 months in conjunction with several additional smaller contracts worth £1000 - £3000 per client. 

General Manager

Holmes Place Health Clubs
  • Promoted to General Manager of premier Wokingham branch from prior General Management position due to senior management recognition of extensive achievements and business development ability.
  • Advised on development of new-build £5.2m, 42,000sqft leisure facilities ensuring appropriate Health & Safety regulations, aesthetics, time-scales and scheduling, alongside pre-sales development prior to official opening.
  • Instrumental in increasing membership sales from initial conception to 3500 within 3 years, working with a marketing budget of £60k per annum.
  • Recruited full team of 50 staff from scratch across all departments including reception; childcare; personal training; gym team; studio co-ordinators; sales; duty management and cleaning contractors. Accountable for all HR, training and motivational development.  
  • Analysed financial budgeting, P&L, bottom line profitability and streamlined general operations to achieve club turnover of £2.2m within 4 years and 140% of EBITDA budget ahead of projections. 

Club Manager

Stakis / Hilton Group Health Clubs
  • Promoted 3 times over full period of employment to undertake general management roles across the UK. 


Professional Profile

A highly talented Sales & Marketing Manager with extensive business development and general management experience. A visionary leader with a tenacious and energetic approach to the redevelopment and implementation of sales, marketing and business strategies, achieving outstanding results and dramatically improving revenue streams. A strong multi-tasker and confident negotiator who relishes challenging assignments, displaying total flexibility along with a comprehensive understanding of financial budgeting, P&L, forecasting, HR and business plan implementation. Key skills include: Demonstrates a proven track record of business development, building successful business divisions through effective relationship management and commercial communication strategies. Possesses the ability to develop significant partner alliances for large contracts, establishing long term opportunities.


Licensee Certification for Club Restaurant & Bar

Impact Sales Training Techniques Certificate

Time Management, Effective Leadership, TS1 & TS 2 presentation skills and NLP

Diploma in Leisure & Recreation

3 O'Levels

Selected Achievements

Project managed the £5.2m development of new-build leisure facilities within an advisory capacity whilst responsible for the ownership of pre-sales and member targets; attracted 1100 new members within 9 months prior to official opening.

Developed member base to 3500 within 3 years, achieving leisure club turnover of £2.2m from initial launch; implemented and managed 2nd most profitable beauty business with a turnover of £210k; and sustained top 5 positioning of personal training business for 2 years running with a turnover of £250k across 46 clubs within the Holmes Place group; accomplished 140% of net budget ahead of projections.

Re-established existing client base and applied extensive business development techniques to increase revenue stream potential by over £100k within 6 months for the Cantley Hotel Group; attracted new corporate client accounts across two hotels to utilise accommodation and conference facilities, significantly increasing occupancy rate from 50% to 70%.

Rebranded the Cantley Lodge and Cantley House Hotel to synergise the group and attract further clientele from within the local community; designed and delivered thriving events packages to include arts and entertainment functions, appealing to a niche market.

Project managed the refurbishment, marketing and rebrand of the Cantley Lodge bar, increasing bar revenue by over £2000 per month within 3 months of initial conception, amongst vast local competition.

Strategically re-engineered the marketing plan for Gardeneer; liaised with marketing company to rebrand entire organisation, working to a budget of £10k; significantly reducing marketing spend by over 50%; removed ineffective strategies and streamlined efficiencies resulting in instant savings of over £15k.

Developed, negotiated and subsequently awarded the 3 largest contracts within Gardeneer history totalling a value of £100k over 18 months; utilised extensive marketing and business development techniques to achieve £246k of new landscaping and general maintenance business within 12 months.


"Phil is a fantastic source of information and is always willing to provide his time in order to offer expert advice in connection with the leisure industry. I would not hesitate to put into practice his marketing and business development ideas"

June 11, 2009, Libby Calaby “Phil is a motivated and dynamic manager, he was a pleasure to work with and would be an asset to any organisation.” May 21, 2009, Ian Wakefield, Senior Health Club Manager, Livingwell Health Clubsy Calaby