Phillip Lake

Strategic and commercially focused senior leader with 15+ years of progressive management experience across tourism, travel, transportation and hospitality. Proven record of building and growing businesses, developing strategic partnerships, identifying market opportunities and leading teams through operational and commercial change.

As Executive

Director of Saren Travel Group, grew a start-up business to £1.1M+ annual revenue, leading strategic planning, business development, market expansion, financial oversight, supplier negotiations, operational delivery and staff performance. Experienced in building relationships across the private sector, identifying opportunities for economic growth and translating strategy into practical, measurable outcomes. Brings an entrepreneurial perspective to economic and community development, with particular expertise in the visitor economy, business partnerships, tourism development, stakeholder engagement and commercial growth.

Open to relocation to Saskatchewan and interested in contributing a practical private-sector perspective to municipal economic development.

EXECUTIVE DIRECTOR at Saren Travel Group (2021-03 – 2026-07)

Senior leadership position with responsibility for business strategy, commercial development, operations, financial performance, partnerships and staff leadership.

• Grew the organization from start-up to £1.1M+ in annual revenue, developing and implementing strategies for market expansion, customer acquisition and sustainable commercial growth.
• Led strategic planning and translated organizational objectives into practical business-development and operational initiatives.
• Identified new markets, customer segments and partnership opportunities through market analysis, commercial research and customer-demand assessment.
• Developed and maintained relationships with 150+ hotel partners annually, alongside attractions, transportation providers and other tourism businesses.
• Negotiated commercial agreements, pricing, availability and partnership terms with private-sector businesses.
• Developed tourism products and packages designed to generate new business and increase visitor expenditure.
• Managed revenue forecasting, pricing strategy, budgets and commercial performance.
• Led and developed staff, establishing performance expectations and supporting professional development.
• Managed complex operational and commercial issues, balancing financial considerations, customer expectations and partner requirements.
• Built long-term relationships with external stakeholders and represented the organization in commercial discussions and negotiations.
• Used Microsoft Excel and HubSpot CRM for commercial analysis, forecasting, pipeline management and relationship management.

TOURS & CONTRACTS MANAGER at DJ Thomas Coach Holidays (2019-10 – 2021-03)

Commercial and operational management position responsible for tourism product development, supplier relationships, contracting and tour delivery.

• Managed commercial relationships and contracts with 50+ hotels across the UK and Europe.
• Negotiated accommodation rates, terms and conditions with private-sector tourism businesses.
• Conducted site inspections and assessed tourism businesses for suitability, capacity and customer requirements.
• Developed annual tourism programmes and identified opportunities for new destinations and products.
• Coordinated accommodation, attractions, transportation and other suppliers across 20+ simultaneous tours.
• Developed group itineraries around customer demand, supplier capability, commercial viability and operational requirements.
• Managed changing operational circumstances and resolved complex issues involving multiple stakeholders.
• Built productive relationships with hotels, attractions, transportation providers and other tourism businesses.

COACH DRIVER & LEAD TOUR HOST at DJ Thomas Coaches (2017-04 – 2019-10)

• Delivered group and escorted tours throughout the UK and Europe.
• Developed direct knowledge of destinations, attractions, accommodation providers and visitor experiences.
• Managed customer relationships and resolved operational issues in real time.
• Worked directly with tourism businesses and transportation partners.

COACH DRIVER & RELIEF CONTROL OPERATOR at Edwards Coaches (2015-09 – 2017-04)

• Supported operational planning, staff scheduling, job allocation and workforce coordination.
• Assisted with staff training and operational performance.
• Managed competing priorities in a fast-paced transportation environment.

EMERGENCY MEDICAL RESPONDER at X9 Services (NHS Partner) (2010-03 – 2015-12)

• Worked in high-pressure operational environments requiring sound judgement, communication and rapid problem solving.
• Supported dispatch, crew allocation, route planning and resource coordination.
• Developed strong experience managing sensitive information and competing operational priorities.

COMBAT MEDICAL TECHNICIAN at British Army

• Worked within multidisciplinary teams in demanding operational environments.
• Developed leadership, accountability, communication, planning and decision-making skills.
• Worked effectively under pressure and within established regulatory and procedural frameworks.

GCSEs in English, Mathematics, Science, ICT, Food Technology – Daniel James Community School