TAMARA JAMES-REID
MELBOURNE
Summary
A commercially astute leader with a strategic focus and the ability to motivate teams to achieve more for themselves, customers, and the business. I have a comprehensive understanding and passion for premium leisure and hospitality industries, working across many aspects from project and facility management, growth channels, operations, and senior business leadership.
I am an innovative thinker with an open attitude and a strong desire to succeed; much of my career spent at the intersection of service, sales, and operational excellence. I am a true believer in the strength of exceptional customer service to build relationships between all stakeholders.
My greatest strengths lie in leading and developing teams to success by creating powerful relationships that foster a culture of enduring performance. I am passionate about creating opportunities for my teams and customers that realise their aligned goals for individual and commercial success. I have an instinctive and comprehensive understanding of converting strategy into action and results. I enjoy the process of transforming concepts into outcomes via people, process and performance.
Overview
26
26
years of professional experience
Work History
GENERAL MANAGER
NEXT GEN HEALTH & LIFESTYLE CLUBS
03.2021 - Current
- Vision and Strategy: Developed a clear vision and strategy for Next Gen, aligning a luxury brand image and target market; defining the club's unique selling points and positioning within the market
- Facility Design and Layout: Client-side project managed the design and layout of the club facility, coordinated with architects, interior designers, and contractors to create a functional and visually appealing space
- Financial Management: Developing and managing budgets, tracking revenue and expenses, and ensuring financial targets and margins are met
- Responsible for optimising revenue streams, monitoring costs, and implementing strategies to enhance profitability
- Staff Recruitment and Development: Recruit and train a skilled and member-focused team to deliver exceptional service
- Develop leaders, service and specialty staff, who are culturally aligned and highly motivated
- Providing guidance, motivation, and mentorship to staff members to ensure exceptional service and performance
- Conducting performance evaluations, addressing any issues, and fostering a positive work culture
- Vendor and Supplier Management: Establish relationships with suppliers and vendors for equipment, furnishings, and other necessary items
- Negotiate contracts and ensure timely delivery of high-quality products and services
- Marketing and Branding: Develop a marketing plan to create awareness and generate interest in the club
- Coordinate advertising campaigns, PR initiatives, and digital marketing efforts to attract potential members
- Membership Sales and Retention: Developing and implementing strategies to attract new members to the health club while ensuring high retention rates
- Implemented sales strategies to drive membership acquisition during the development phase, including pre- sales and promotional offers
- Regulatory Compliance: Ensure business compliance with health and safety regulations, local permits, and licensing requirements
- Coordinate with legal and regulatory authorities to obtain necessary approvals and certifications.
GENERAL MANAGER/CORPORATE SALES MANAGER
VIRGIN ACTIVE
06.2016 - 01.2021
- Create and nurture corporate relationships to enable ongoing and effective health and wellbeing opportunities for our partners
- Design, implement and facilitate health programs with corporate partners
- Achieve sales, membership and retention and turnover goals YoY
- Meet and exceed EBITDA, service standards and people retention goals
- Ensure safe and compliant club operations within OH&S legal framework Project management (CAPEX investment and service project implementation)
- Design and delivery of leadership and job specific training
- Consultation and delivery leadership development training
- Recruitment, training and coaching for a successful leadership pipeline
GENERAL MANAGER
BAYFIT LEISURE CENTRE
03.2014 - 06.2016
- Responsible for driving profitable growth across key sales and service channels
- Community engagement and liaison within the Hobson’s Bay user groups
- Develop and implement business development strategy In depth reporting at all levels of the business
- Development of sales and retention strategies, recruitment and performance management
- Design, facilitation and evaluation of leadership, sales, technical and operation training
NATIONAL CUSTOMER SERVICE MANAGER
REAL ESTATE VIEW
08.2013 - 02.2014
- Develop and implement customer service strategy
- Project management of Salesforce CRM implementation
- Sales and Business Development support
- In-depth reporting to board level
NATIONAL TRAINING MANAGER
2XU
11.2012 - 08.2013
- Training development, design and implementation across the Australian 2XU business
- Sales strategy and support to retail operations team
- Product and design training support
VARIOUS SENIOR MANAGEMENT ROLES
FITNESS FIRST AUSTRALIA
12.2004 - 02.2012
- Area Member Experience Manager – VIC/SA
▪ Analysis and evaluation of sales and service strategies
▪ Coaching and support to club leadership teams - Regional Business Manager – South Australia
▪ Operational and financial responsibility across 5 sites
▪ Drive multidisciplinary team to revenue and profit budgets across all channels
AUSTRALIAN ARMY OFFICER
AUSTRALIAN ARMY
01.1998 - 01.2004
- Operational leadership
- Strategic and tactical decision-making
- People management
- Attention to detail
Education
MASTER OF BUSINESS ADMINISTRATION -
DEAKIN UNIVERSITY
Melbourne, VIC2025
BACHELOR OF ARTS/SCIENCE -
UNIVERSITY OF QUEENSLAND
Brisbane, QLD2001
Skills
- Commercially astute senior sales and service management experience for international national, high-involvement iconic brands
- Deep experience in creating and facilitating exemplary experiences across highly reputable premium brands
- Leadership capabilities commensurate with regular senior executive level interaction (CEO, Board)
- Extensive experience in building capable and successful multi-operational teams
- Development and project management, from gaining consumer insight and strategy development through to launch, channel engagement andd ongoing operational management
- Capabilities in fast-moving sales and service strategic environment
- Experienced in national-level, multi-layered, and multi channel sales management and customer engagement
- Strong analytical and business case development skills matched with an ability to articulate strategies and implement effective solutions to complex business problems
- Extensive market research, market segmentation, brand positioning, and campaign post-analysis experience
- Development of pricing strategies for new and mature products spanning multiple customer segments
Employment Summary
March 2021 - Present
GENERAL MANAGER
Next Gen Health and Lifestyle Clubs
June 2016 - January 2021
GENERAL MANAGER & CORPORATE SALES MANAGER
Virgin Active Health Clubs
Accomplishments
- Operational Planning: Develop standard operating procedures (SOPs) for all aspects of club operations, including access control, facility maintenance, cleaning protocols, and member services
- Implement systems and processes to streamline operations and ensure a smooth and premium experience
- Member Experience and Retention: Focus on delivering an exceptional member experience from the pre-opening phase to the club's launch and beyond
- Implement programs and initiatives to engage members, address their feedback, and build long-term relationships
- Monitor member satisfaction and implement retention strategies
Timeline
GENERAL MANAGER
NEXT GEN HEALTH & LIFESTYLE CLUBS
03.2021 - Current
GENERAL MANAGER/CORPORATE SALES MANAGER
VIRGIN ACTIVE
06.2016 - 01.2021
GENERAL MANAGER
BAYFIT LEISURE CENTRE
03.2014 - 06.2016
NATIONAL CUSTOMER SERVICE MANAGER
REAL ESTATE VIEW
08.2013 - 02.2014
NATIONAL TRAINING MANAGER
2XU
11.2012 - 08.2013
VARIOUS SENIOR MANAGEMENT ROLES
FITNESS FIRST AUSTRALIA
12.2004 - 02.2012
AUSTRALIAN ARMY OFFICER
AUSTRALIAN ARMY
01.1998 - 01.2004
MASTER OF BUSINESS ADMINISTRATION -
DEAKIN UNIVERSITY
BACHELOR OF ARTS/SCIENCE -
UNIVERSITY OF QUEENSLAND
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