Our team

The Chief Executive, Ros Morgan, and the team are responsible for the delivery and management of the business plan at Heart of London.

Ros Morgan

Chief Executive

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Ros Morgan

Chief Executive

Ros has over 20 years’ experience in delivering successful destinations and is a leading spokesperson for London’s West End.  

In March 2022, she secured Heart of London Business Alliance another five-year mandate, with 99% of businesses voting in support, making it the first BID to achieve five simultaneous ballot wins as well as the first BID in the UK to run a property owner and occupier ballot concurrently. (Heart of London now operates four of only five property owner BIDs within the UK).  

Her areas of expertise combine place management, campaigning for strategic change and cultural activations. She advocated for Heart of London’s members during the pandemic, calling on the Government to provide critical support for businesses that were struggling to survive. She continues to represent members at a local, regional and national level, ensuring that the West End maintains its place as the pre-eminent destination to live, work and visit. To get in touch with Ros, please email: ros@holba.london.

Mark Williams

Deputy Chief Executive

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Mark Williams

Deputy Chief Executive

Mark Williams in 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 in relation to 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. To get in touch with Mark, please email: mark@holba.london.

Robin Hibbert

Director of Company Operations

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Robin Hibbert

Director of Company Operations

As the Director of Company Operations, it is Robin’s job to ensure we are delivering value to our members through a number of key projects and services. Robin takes overall accountability for the operational performance, company management and corporate governance. Robin works closely with key partners to deliver the Heart of London’s priorities in terms of public realm improvement. To get in touch with Robin, please email: robin@holba.london.

Rico Pieri

Head of Company Management

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Rico Pieri

Head of Company Management

As Head of Company Management, Rico leads the Engagement Team that delivers vital, day-to-day engagement with our BID members. Rico also leads on the BID ballot process, which include renewals and expansion areas. Additionally, Rico is also responsible for many areas that help the smooth running of the company, including HR, health and safety, IT and office management. Finally, Rico supports our Director of Company Management on elements of our street based operational team. To get in touch with Rico, please email: rico@holba.london.

Jeremy Brown

Head of Finance

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Jeremy Brown

Head of Finance

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. To get in touch with Jeremy, please email: jeremy@holba.london.

Katie English

Company Management Executive

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Katie English

Company Management Executive

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. To get in touch with Katie, please email katie@holba.london.  

Ali Adeli

Street Manager

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Ali Adeli

Street Manager

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. If you would like to speak to Ali, please call 07715 100953 or email: ali@holba.london

Dean Wade

Head of Business Support & Engagement

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Dean Wade

Head of Business Support & Engagement

Dean leads on Heart of London’s business support and engagement, particularly amongst Property Owners in the proposed St James’s area working with colleagues and stakeholders to deliver members key priorities. To get in touch with Dean please email dean@holba.london

Bob Wolstenholme

Senior Engagement Manager

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Bob Wolstenholme

Senior Engagement Manager

Bob leads our engagement team, with an aspiration to get to know all our businesses from shop floor to CEO. He works across our departments, as well as with stakeholders and partners, to find solutions to your problems and to ensure you get the most out of your relationship with Heart of London. To get in touch with Bob, please call 07715 100910 or email: bob@holba.london

Nadia al-Sharif  

Engagement Manager

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Nadia al-Sharif  

Engagement Manager

Nadia is part of our Engagement team, working closely with all businesses in the proposed St James’s expansion area. She is also working with our Communications team to oversee all ballot communications, marketing and event engagement. To get in touch with Nadia, please email nadia@holba.london.  

Lily Shaw Morris

Engagement Executive

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Lily Shaw Morris

Engagement Executive

Lily is one of our Engagement Executives. She works alongside Bob and Emmanuel to ensure businesses have a strong and ongoing relationship with Heart of London and are continuously supported in finding solutions to their issues. To get in touch with Lily, please call 07719 065294 or email: lily@holba.london.

Emmanuel Aina

Engagement Executive

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Emmanuel Aina

Engagement Executive

Emmanuel is one of our Engagement Executives. He works alongside Bob and Lily to ensure businesses have a strong and ongoing relationship with Heart of London and are continuously supported in finding solutions to their issues. To get in touch with Emmanuel, please call 07719 065294 or email: emmanuel@holba.london.

Angela Reed

Head of Strategic Relations

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Angela Reed

Head of Strategic Relations

With over 30 years’ experience developing strategic partnerships, Angela works with key stakeholders to maximise Heart of London Business Alliance’s influence and impact, and to creatively drive projects forward.  Angela leads Heart of London’s involvement in the West End Investment and Curation programme in association with Westminster Council, London and Partners and major property owners. To get in touch with Angela, please email: angela@holba.london

 

 

Dan Johnson

Special Projects Advisor

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Dan Johnson

Special Projects Advisor

Dan advises on and leads Heart of London’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. To get in touch with Dan, please contact: dan@holba.london. 

Matt Sims

Placemaking Projects Manager

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Matt Sims

Placemaking Projects Manager

Matt advises on and leads Heart of London’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. To get in touch with Matt, please contact: Matts@holba.london. 

Emma O’Connor

Destination Marketing Manager

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Emma O’Connor

Destination Marketing Manager

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. To get in touch with Emma, please email: emma@holba.london.

Ayla Guder

Destination Marketing Executive

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Ayla Guder

Destination Marketing Executive

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. To get in touch with Ayla, please email ayla@holba.london.

Colleen Considine

Activations and Partnerships Manager

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Colleen Considine

Activations and Partnerships Manager

Colleen manages the execution and delivery of all our Heart of London 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. To get in touch with Colleen, please email: colleen@holba.london

Matt Harris

Data and Insights Manager

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Matt Harris

Data and Insights Manager

Matt manages and maintains data sources and structures within the company, ensuring the company has immediate access to relevant and good quality information. To get in touch with Matt, please email: matth@holba.london.

Matt Panteli

Head of Public Affairs

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Matt Panteli

Head of Public Affairs

Matt leads on the public affairs and advocacy strategy, engaging with members, policy-makers and other stakeholders. He previously worked at the UK Productivity Commission, the House of Commons, and London Councils. To get in touch, contact Matt at: mattp@holba.london.

Abigail Davies

Events & Partnerships Manager

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Abigail Davies

Events & Partnerships Manager

Abigail manages Heart of London’s Partnerships & Events programme, ensuring it reflects our key areas of focus and strategic priorities. 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. To get in touch, contact Abigail at: abigail@holba.london.

Rachel McLellen

Corporate Communications Manager

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Rachel McLellen

Corporate Communications Manager

Rachel works on producing and collating content for our member communications and supports the wider team with a range of activity. She also supports the management of the Heart of London Club employee engagement scheme. To get in touch with Rachel, please contact: rachel@holba.london.