James is an exec-level leader of Brand, Marketing and CX functions across Accor’s Northern European region, delivering customer centric strategies, brand innovation and building preference.

James is responsible for developing the commercial strategy for the business across Northern Europe. James develops brand love, perception and conversion in order to drive profitable top-line direct revenue and deliver engaging CX/guest experiences for customers, guests and owners/partners.
Previously Marketing Director UKI for Accor’s dynamic eco brand family – ibis, ibis Styles and ibis budget – James led brand, digital, PR, partnership and CRM strategies for the brand, resulting in successive awards by BDRC – ibis budget ‘Most improved brand 2014’ and ibis Hotel ‘Most improved brand 2015’.

Prior to joining Accor in 2013, James was a director at an independent marketing agency, leading Accor’s marketing agency side, in addition to directing multiple national and international brands in hospitality, technology, healthcare and financial services.