17 September 2008

Key appointments in VisitBritain shake-up

VisitBritain has announced a series of key appointments in the next stage of its major shake-up.

The tourism organisation is in the process of cutting head office positions by 40% and overseas by 25% following cuts in government funding and a decision to increase devolution of public sector responsibility for tourism to Scotland, Wales, London and the English regions.

Many staff are still in consultation about redundancies but a complete restructuring of the organisation is due to be fully implemented from April 2009.

In this latest phase, Michael Bedingfield, currently marketing director VisitBritain, will take up the post of marketing director for Britain in the restructured organisation responsible for promoting Britain internationally.

Seren Welch, currently head of brands and 2012 marketing, will move to general manager, Britain Marketing, leading the new combined marketing delivery and brands team within the new structure.

Reporting into Bedingfield, Welch will take over the additional responsibilities from Alex Mawer as he returns to Asia as regional manager North Asia under Garry White.

Further key appointments are confirmation of Joss Croft, formally head of business Visits and Events, as head of events marketing and Justin Reid, formally web production and online marketing manager, as manager, on-line marketing.

Tom Wright, chief executive of VisitBritain, says: Ã¢â¬ÅâœI am pleased to announce these further senior appointments, which reflect our priorities as we reshape the organisation to ensure we continue to punch our weight in an increasingly competitive market and work in collaboration with all the nations and regions of Britain.Ã¢â¬~

By Bev Fearis