Career Summary

General Manager - Digital Marketing, Publishing & Advertising

August 2015 - March 2025

Alan Rogers Travel Group Ltd

Tunbridge Wells, UK

• Pivotal and multi-faceted role, continuing to deliver the full marketing strategy and campaign for the group as well as operations management, publishing and advertising.
• Overseeing the full suite of IT services for the group, including systems selection, implementation and maintenance, reservation systems, servers, hardware, telephony and software .
• Driving the performance of a multi-disciplinary workforce of teams across the digital marketing, publishing, advertising, IT and operations functions, accountable for all aspects, including day-to-day management, coaching, mentoring, disciplinary and grievance management.
• Managing relationships with suppliers to ensure cost-effectiveness and service quality, negotiating IT contracts, PPC, SEO and branding for the marketing requirements, sales agencies and external website services providers.
• Cultivating strong professional relationships with main campsite marketing and advertising agencies throughout Europe to understand their customers’ requirements, as well as with main groups within the industry, including Huttopia, Sandaya and Yelloh Village, liaising directly with their marketing directors to promote their campsite portfolios.
• Ensuring the performance of the marketing agencies against annually set targets and an associated bonus structure.
• Leading all aspects of website development to uphold customer journey and user engagement, including hosting, traffic management, content strategy and digital marketing, as well as all aspects of email service providers and customer data.
• Leading the B2B marketing and sales function, including management of all B2B advertising materials and the supervision of B2B sales agents, setting their contracts, performance expectations and sales targets.
• Accountable for upholding a viable work environment, ensuring optimum standards of staff wellbeing, compliance with HSE regulations and data protection (GDPR and PCI DSS), as well as with European Travel Regulations, corporate governance, copyright, trademark and compliance across all business activities.
• Lending significant expertise to support technical infrastructure across all departments, promoting collaboration within Alan Rogers Travel Group and its parent company The Caravan and Motorhome Club in support of collective goals and enterprise-wise objectives.

Key Achievements:

• Drove the control of overhead costs through the implementation of a brand-new VOIP phone system that facilitated hybrid working and the downsizing of the office premises
• Improved the overall booking process, staff productivity and customer experience through the selection and commissioning of Anteeo TMS reservation systems, thus decreasing the demand for a large booking team comprised of many manual processes
• Ensured continuous improvement and operational excellence through multiple initiatives to optimise workplace efficiency and cost control, including a full restructure of the business to drive efficiency, operational excellence and a subsequently improved customer experience

E-commerce & It Systems Manager

July 2013 - August 2015

Alan Rogers Travel Group Ltd

Tunbridge Wells, UK

• Took on additional responsibilities to oversee the internal IT function of the Alan Rogers Group, balancing this alongside e-Commerce management in a senior leadership position.
• Drove the performance of a multi-disciplinary team comprised of full stack DevOps web engineers focusing on PHP, craft CMS specialists and IT consultants specialising in infrastructure and hosting.
• Liaised extensively with fellow senior managers and business leaders, imparting knowledge and expertise in the capacity of IT and marketing strategy through attendance of Board meetings.
• Ensured optimal delivery of internal IT operations through the selection and management of all hardware and software facilities, including servers and IT infrastructure in collaboration with the Infrastructure & Hosting Consultant, as well as handling of service requests via GitHub.
• Responsible for the overall delivery, functioning and performance of a full suite of multi-language, high-functioning websites that were crucial in maintaining industry prominence and facilitating B2B & B2C sales and associated revenue.
• Additionally accountable for the provision and maintenance of database-driven content for websites, API and Alan Rogers Publishing, the print publishing branch of the business.

Key Achievements:

• Represented Alan Rogers at a group level on various Boards, advocating for interests, serving as a subject matter expert in technical architecture discussions, influencing digital transformation through the Digital Enhancement programme, and ensuring alignment with the overall group strategy through stakeholder engagement.
• Significantly elevated the consumer experience, automation, digital marketing assets and functionality through the sourcing and project management of multiple products and services, including API, applications and GPS.
• Successfully delivered multiple enhancements to improve the customer journey, operational effectiveness and business intelligence, including the development and implementation of travel reservation systems, of an internal CRM, and of all internal and external communications systems, including DotDigital, Feefo and Unbounce.

E-commerce Manager

May 2012 - July 2013

Alan Rogers Travel Group Ltd

Tunbridge Wells, UK

• Pivotal leadership role on behalf of Alan Rogers Travel Group, experts in European camping and caravanning holidays, providing industry-leading services to customers travelling across Europe, Australasia and the US.
• Accountable for overseeing all aspects of the group’s websites and their development, including generation and management of content, maintaining its overall functionality, SEO, PPC and SMO.
• Ensured proactive performance management of the website through monitoring of web traffic, stats and analytics, utilising insights to drive continuous improvement and preservation of business continuity.

Key Achievements:

• Delivered a complete redesign of the site structure for campingcheque.co.uk, enabling easier content management and ferry booking, resulting in increased turnover of 13% for this branch of the business.
• Developed the bellefrance.com travel website offering walking and cycling holidays in France, including a full rebrand in collaboration with the Westgate Comms marketing agency, management of the initial build and transition to in-house operations.
• Migrated the website alanrogers.com from bespoke CMS to ExpressionEngine CMS, including site structure specification, development and launch, the recruitment and management of a dev team, and then a final migration to CraftCMS.
• Launched the brand-new, worldwide alanrogers.com business, supporting staff through the pandemic by transferring them to unaffected products and allowing business and website traffic to continue steady growth.
• Introduced the email marketing function to both B2B and B2C customers via SageCRM and DotDigital platforms, saving costs as well as delivering and maintaining a 35% open rate and 4% click-through rate compared to sector averages of 18% and 2%, respectively.

Owner

January 2002 - March 2010

Fearn Web Design & Hosting

Queesnland, Australia

Owner

February 2003 - June 2004

Why42: Travel Clothing and Accessories

Kirkby Lonsdale, UK

E-commerce Marketing Manager

May 2011 - April 2012

Paperchase Products Ltd

London, UK

E-commerce Designer

March 2010 - May 2011

Paperchase Products Ltd

London, UK

Webmaster

August 2007 - August 2010

Ten If's Pty Ltd

Queensland, Australia

Websales & Marketing

June 2004 - January 2005

Climb Ltd

Milnthorp, UK

Store Manager

September 2002 - February 2003

Rohan Designs Ltd

Long Preston, UK

Destinations Magazine - Editor

Issue 14 | Issue 13 | Issue 12 | Issue 11 | Issue 10 | Issue 9 | Issue 8 | Issue 7

Alan Rogers Campsite Guides - Editor

The Best Campsites in France - 2025 Edition
The Best Campsites in Spain - 2025 Edition
The Best Campsite in Europe - Editions 50 to 56

Blog Appearances

Motorhome Matt Podcast - Monthly Appearances 2024 - 2025

Publishing Portfolio

Muck Rack

APM Project Management

Provek Training

2015

London, UK

BTEC National Diploma Travel & Tourism

Huddersfield Technical Collage

1994

Yorkshire, UK

ABTA Certificate of Travel Agency Competence

Huddersfield Technical Collage

1994

Yorkshire, UK