Our Team

Ros Morgan is the Chief Executive of Heart of London Business Alliance. With over 20 years' experience in delivering successful destinations, she is a leading spokesperson for London's West End.

In 2022, Ros secured HOLBA another 5-year mandate, with 99% of businesses voting in support, making it the first BID to achieve five simultaneous ballot wins. Ros is co-chair of the London Workplace Recovery Board, a Nighttime Commissioner for the Greater London Authority and a member of the New London Sounding Board. She's dedicated to securing the future of London’s West End as a vibrant and economically sustainable world-class destination.  

Contact email: ros@holba.london

Mark Williams is the Deputy Chief Executive of Heart of London Business Alliance and sits at the forefront of raising HOLBA’s profile. Previously Director of Destination at HOLBA, Mark has a career spanning over 17 years in the field of events, festivals, international touring, and management of evening nighttime economy venues across London & UK.  

Mark leads on all aspects concerning the West End as a destination, including strategic international marketing and event campaigns, development of the cultural, tourism, ENTE, and placemaking strategies, the data and insights team, and inward investment. As part of this role, he sits on the London Tourism Recovery Board, advising on London’s recovery post-Covid-19 pandemic.

Contact email: mark@holba.london

Catrin (Cat) leads HOLBA's internal operations, overseeing finance, governance, HR, IT, and reporting with a people-centred approach. She plays a key role in strategic planning and board reporting, integrating insights from member engagement and partnerships. Cat also manages the Engagement team, ensuring effective ballot delivery and performance monitoring across the BID process.  

With a background in retail, hospitality, and over a decade in the non-profit sector, she brings deep operational and governance expertise. Her leadership supports the wider team in delivering excellence for BID members and shaping a vibrant, resilient, and globally competitive West End.

Contact email: catrin@holba.london

Kirsty leads the strategy for both corporate and consumer marketing and communication. She also oversees all events and activations for HOLBA and its consumer brands, including Art of London and Discover Leicester Square.

Kirsty is well-connected in the Westminster BID world, having spent over a decade working for BIDs in central London. Her work has included high-profile public realm projects, renewal ballot campaigns, large-scale events, rebrands, and generating commercial opportunities. She brings a wealth of industry experience and knowledge to HOLBA, her team, and the wider team.

Contact email: kirsty@holba.london

Jeremy manages all company financial matters including the day-to-day financial management of the business, legal BID agreements, BID levy data and collection, budget management, plus accounts payable and receivable, and financial planning.

Contact email: jeremy@holba.london

Katie manages Ros’ diary and supports on day-to-day company matters such as office management, HR, health and safety, and finance. She also supports on Heart of London’s sustainability projects, assisting businesses in reducing their energy consumption.

Contact email: katie@holba.london

As Head of Place Management at HOLBA, Robin is responsible for keeping the West End’s streets clean, safe and well managed. He leads on the coordination of essential services — from cleaning and waste management to safety, greening, and homelessness outreach — ensuring the area remains vibrant and well managed destination in the West End.

Robin works collaboratively with Westminster City Council, the Met Police and local charities, to resolve issues and maintain the highest standards across the district which includes problem-solving.

Working closely with the Head of Place Strategy and a wide range of public and private partners, Robin ensures seamless service delivery and alignment with the BID’s strategic priorities — helping to create a world-class environment for businesses and visitors.

Contact email: robin@holba.london 

Ali is the street manager for Leicester Square and Piccadilly Circus. Ali monitors cleansing, highways and neighbourhood problems, identifying things that have an impact on the environment and our businesses.

Contact email: ali@holba.london or phone 07715 100953

Recruitment in progress.

As the Head of Engagement & Partnerships Dean leads HOLBA's member engagement strategy, ensuring meaningful, responsive and high-value relationships with businesses and property owners across the BID area. 

 He and his team are responsible for deepening member relationships, increasing participation in HOLBA’s work, and ensuring that members recognise and receive the full value of BID services. Collectively with the team, Dean ensures effective ballot management and delivery, robust voter relationship management and strategic communications throughout the BID ballot process. 

With 20 years experience at London Chamber of Commerce and Industry, Dean also leads on HOLBA’s commercial partnerships and sponsorship strategy as a mechanism to enhance engagement and deliver added value to the business community. 

Contact email: dean@holba.london 

Chloe Waterman manages strategic engagement and partnership activity at HOLBA, with the support of Engagement Executives. She works directly with member businesses, public bodies, and cultural partners to advance the Heart of London Business Alliance’s vision for a thriving West End. 

Through this work to deliver robust BID voter relationships, she develops partnerships and engagement activities that support our members, promote investment, enhance the area’s cultural offer, and strengthen the BID’s role as a driver of London’s economic and creative growth. 

Contact email: chloe@holba.london 

As a member of the Engagement Team, Emmanuel facilitates strong and ongoing relationships between local businesses and HOLBA, ensuring they receive timely updates on activity and opportunities within the BID.  

Emmanuel also acts as a key liaison, directing businesses to the relevant colleague, stakeholder or external partner to support the resolution of trading-related issues. 

Contact email: emmanuel@holba.london or phone: 07719 065293

Recruitment complete – information pending.

Simon is Head of Place Shaping at HOLBA, working with colleagues, partners and stakeholders on contributing to a vibrant, resilient and attractive West End. 

Simon has over 20 years' experience of delivering projects and strategies in support of public realm enhancement, local economic development, cultural infrastructure, heritage and town planning. He brings central London and international experience, delivering positive change for businesses, BIDs and local authorities. 

Contact email: simon@holba.london 

Recruitment in progress.

Recruitment in progress.

Matt advises on and leads HOLBA's programmes to deliver better public spaces, cycling and walking routes across the West End and improve the area’s sustainability, in particular contributing to London’s net zero carbon targets.

Key projects in the pipeline include Charing Cross Road, St Martin’s Lane, Green Park and Piccadilly Gateway and the creation of a new Arts Quarter.

Contact email: Matts@holba.london

Dan advises on and leads HOLBA's programmes to deliver better public spaces, cycling and walking routes across the West End and improve the area’s sustainability, in particular contributing to London’s net zero carbon targets. Key projects in the pipeline include Charing Cross Road, St Martin’s Lane, Green Park and Piccadilly Gateway and the creation of a new Arts Quarter.

Contact email: dan@holba.london

Matt is the Senior Data and Insights Manager at HOLBA, where he leads on harnessing cutting edge technology to leverage a multitude of data sets for informing strategic decision-making and driving intelligence led positive change across London’s West End.  

With expertise in analytics, reporting, and urban insights, Matt transforms complex data into clear, actionable intelligence and industry leading reports that supports business planning, strategy, and advocacy.  

Passionate about using data to tell the story of the West End, he works collaboratively with partners, stakeholders, and member businesses to uncover trends, measure impact, and promote a deeper understanding of the West End. 

Contact email: matth@holba.london 

Recruitment complete – information pending.

Antonia leads on HOLBA’s public affairs and advocacy strategy, engaging with members, policy-makers and other stakeholders. She previously worked for the tourist boards for Kent and Hertfordshire, travel trade association UKinbound and the Department for Culture, Media and Sport.

Contact email: antonia@holba.london

Emily manages our member communications and engagement, ensuring the experience of our member businesses develops in line with the long-term strategic priorities of Heart of London. Emily also plays an active role in the development and positioning of our corporate brand.

Contact email: emilyc@holba.london

Rachel manages the omni-channel content strategy and oversees the production of newsletters, social content and website content that connect with audiences and champion the Heart of London brand. Rachel plays a key role in elevating the organisation’s corporate profile and strengthening engagement with members and partners.

Contact email: rachel@holba.london

Stephen supports the communications, events, and the wider HOLBA team across all BID areas. He coordinates our operational and members’ communications campaigns through our internal and external communication channels. This includes content creation, design, scheduling, and distribution. Additionally, he assists with the Heart of London Club app and oversees our communications campaigns and social media data analytics.

Contact email: stephen@holba.london

Sydney is responsible for the strategy planning, management and delivery of HOLBA's event programme. Responsible for working with members of the wider team, Sydney supports them in delivering departmental events, as well as planning and executing our flagship events.

Contact email: sydney@holba.london

Emma manages the social and digital activity across our three consumer brands, elevating perceptions of the destinations through digital promotion of events and installations, as well as supporting members through the promotion of their own ongoing activity and promotions.

Contact email: emma@holba.london

Colleen manages the execution and delivery of all our HOLBA public realm art activations, events and partnership management.

By coordinating and overseeing the delivery of these stand out must-visit initiatives, they aim to help elevate specific areas and raise destination identities to continue promoting the West End as London’s heart of entertainment.

Contact email: colleen@holba.london

Ayla supports the consumer marketing team across all BID areas, with a focus on all digital activities. She also aids the team on B2C campaigns and activations, including planning and implementation. Additionally, she assists members by promoting their ongoing activities and promotions. 

She also manages the Heart of London Club employee engagement scheme, bringing exclusive offers and experiences to the employees of member businesses, incentivising spending within the local area.

Contact email: ayla@holba.london