Kirstee Macbeth

Accountable to the board, my role encompasses the development of business plans, budgets and strategies; identifying, managing and mitigating operational and corporate risks; managing Snowdome's financial and reporting mechanisms, its operations, business and affairs, and in particular corporate performance, financial condition, operations and prospects; alongside all regulatory and statutory reporting as Company Secretary.

• Directed Snowdome's strategic vision, identifying new revenue generation opportunities to maximise bottom-line profitability.
• Streamlined operations for improved efficiency, reducing overall costs and increasing profitability.
• Drove continuous improvement by fostering a culture of collaboration, accountability and open communication across all levels of the organisation.
• Built strong relationships with key stakeholders, including donors, supporters, board members, and strategic partners, ensuring alignment with the company's goals and objectives.
• Secured external funding sources for major projects through grantsmanship skills combined with persuasive investor pitches.

Propellor specialised in working with businesses to identify and solve critical and complex challenges across strategic planning, operations, commercial development, and marketing to improve operational performance and health, and to encourage revenue growth and profitability.

Established a successful business by identifying market needs and developing innovative solutions.

Strategy/Mission & Vision Planning:

• Edinburgh Chamber of Commerce 2017-2020 and 2020-2030 Strategic Plans
• Physio for Kids 2017-2020 Strategic Plan

Business Planning:

• Scottish Arts Club, Ludas Baroque and Andrew's Kitchen

Insights & Research:

• Edinburgh Chamber of Commerce 2018 Member Segmentation
• Edinburgh City Vision 2050

Dentsu is a multinational media and digital marketing communications company and Edinburgh's largest, with billings in excess of £53M. Working at Board level, I provided strategic brand, market, consumer and media thinking to deliver tangible business value to address challenges for the Scottish Government, banking, retail, tourism, leisure and FMCG clients.

• Championed digital transformation initiatives, modernising internal systems for improved operational efficiency.
• Secured more than £3M+ in new revenue in just six months.

AKA is an international marketing agency and one of the top 40 billings agencies in the UK. My role was to launch the agency as a start-up in Scotland, position and profile AKA in a new market and ensure the success of Scotland as part of a UK (London and North) and global (USA and Australian) network.

• Following the introduction and establishment of AKA Scotland, I achieved significant growth and market expansion, growing the business to a £750K turnover in the first 12 months.

Reporting to the CEO, I was responsible for designing business acquisition strategies to deliver a programme of major events, that would generate economic, cultural and social benefits for the State of Victoria.

With funds released from Cabinet, I identified and evaluated new investment opportunities with comprehensive financial modeling and risk assessments and extensive market research to identify emerging trends and opportunities for growth through acquisitions.

• Managed a portfolio of major sporting and cultural events in excess of $10M including the governance, financial and operational requirements as legislated by public sector regulations.
• The creation of Australia's first ever, international, award-winning 'White Night'. A complex, risky, never-done-before event which transformed Melbourne's 3.2km city centre, attracting in excess of 600K visitors and bringing together an entire city of diverse and competing stakeholders including senior politicians, media, local authorities, venues, public transport, residents, councils, retail and commercial businesses.

A nationally significant multi-site, multi-functional museum attracting more than 70,000 visitors per annum.

Leading the financial turnaround of the museum, this was a senior executive role with cross-functional leadership responsibility for the strategic planning, commercial development and financial sustainability of the organisation. Securing and managing an operating budget of $4M+, this included specific leadership of seven departments comprising 8 direct reports and 130 members.

• Devised a new strategic plan to deliver more than 100 per cent increases in self-generated income streams, decreased reliance on Government funding by 30 per cent, substantially increased awareness and profile of the museum resulting in a 40 per cent increase in ticketed admissions, attracted lucrative sponsors, tripled donations and opened Cafe Vue at Heide.

• Corduroy was a consultancy offering high-level, innovative marketing and media strategy for brand management projects. Strategies varied, but focused on content development, digital strategy, consumer behavioural change, retail and experiential marketing and brand loyalty.
• Clients included Arts Centre Melbourne and Physio for Kids.

Attracting more than 2.2M visitors a year, the NGV is ranked among the top twenty museums in the world.

A pivotal member of the Senior Management team budget, I was involved in the broader organisational planning with a specific focus on a team of 8 direct reports in Marketing & Sponsorship, with influence over a further 200 staff across Membership, Retail, F&B, Public Programmes and Visitor Services

I maximised the attendance and commercial revenue objectives, managed departmental resources and key stakeholder relationships.

• Secured more than $5M in sponsorship revenue whilst increasing reach and ticketed admissions, attracting visitation to the city from local, national and international audiences.