ripley's believe it or not! london

As Head of Trade Sales, I led Ripley’s B2B and travel-trade activity, developing relationships with tour operators, travel agencies, group organisers, and other commercial partners. I supported the growth of trade bookings by improving partner engagement, developing sales opportunities, and positioning the attraction as part of wider London itineraries.

I also built partnerships with complementary local businesses, including Planet Hollywood and The London Bridge Experience. These relationships enabled me to create combined value packages that gave customers more compelling reasons to visit while opening additional revenue opportunities for the businesses involved.

After progressing to Head of Sales and Marketing, I took responsibility for broader commercial activity, combining B2B sales, partnerships, marketing, and visitor acquisition. I led a range of pop-up exhibition projects that introduced new content to the attraction and created fresh reasons for customers to visit.

These projects involved partnerships with recognised brands and entertainment properties, including Miss Peregrine’s Home for Peculiar Children, Wicked the Musical, Hard Rock Cafe couture, and evenSpice World. By bringing temporary exhibitions and promotional collaborations into the attraction, I helped refresh the visitor offering, attract new audiences, and create additional commercial opportunities.

The role required a combination of B2B relationship management, partnership development, sales strategy, marketing, and project delivery, with a focus on turning commercial collaborations into tangible visitor and revenue growth.

5

4

POP-UPS

YEARS