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

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

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

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

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 

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 

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 

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.

To get in touch, contact emilyc@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 

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

Asimina is responsible for the smooth running of the office's day-to-day operations and confidential administration, alongside providing executive support to the Chief Executive and Deputy Chief Executive.

With a background in fast-paced environments, including Bloomberg, daily priorities include everything from diary coordination and liaison with stakeholders to providing essential coordination and delivery of HR services, IT help, supplier management, health and safety compliance, and organisational performance monitoring support. 

Asimina's reliable approach helps underpin the effective delivery of HOLBA's work across the West End.

Contact email: asimina@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

Armando is a former police officer with a background in intelligence and national security, bringing experience in frontline policing, criminal investigations and security operations in the United States.

As Place Safety & Resilience Manager, he works with businesses, law enforcement and key partners to identify emerging threats, reduce risk and strengthen safety and resilience across the West End.

His background in intelligence-led policing and emergency response supports HOLBA’s work to keep the district safe, prepared and resilient.

Contact email: Armando@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 

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

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

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

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.

Sean is a placemaking and regeneration professional with extensive experience delivering built environment, public realm and urban improvement projects across the UK, Ireland and the United States.

As Place Shaping Projects Manager at Heart of London Business Alliance, he leads projects that enhance the West End's public realm, accessibility, sustainability, cultural vibrancy and night-time economy. 

With a background in architecture and Business Improvement District management, Sean brings expertise in project delivery, stakeholder partnership working and place management. He is passionate about creating inclusive, resilient and high-quality urban environments that support businesses, communities and visitors.

Contact email: sean@holba.london

As Urban Economy Manager at Heart Of London Business Alliance, Temitope leads on projects that support economic growth within the vibrant West End. Her focus will be on growth plans and frameworks that keep the West End thriving, ranging from the creative and cultural offering, to HOLBAs thought leadership and the curation of businesses in the BID area.  

Temitope has spent the majority of her career working in the public sector and has delivered project and policy change for London in education, housing, regeneration and economic development.

Contact email: temitope@holba.london

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

As a member of the Engagement Team, Izzy facilitates strong and collaborative relationships between local businesses and HOLBA. She ensures that businesses receive timely updates on activities and opportunities within the BID, and are able to actively participate in shaping HOLBA's strategic priorities.

Izzy also acts as a key liaison, connecting businesses to relevant colleagues, stakeholders and external partners to support with issue resolution, events, and any other queries.

Contact email: izzy@holba.london or phone: 07715100910

As an Engagement Executive, Harry holds relationships with a portion of our members, acting as their first point of contact. He does this by applying his experience as an Engagement and Social Media Officer at Cheltenham BID.

Harry works to ensure that the HOLBA team incorporates the needs of members into the services provided. He also supports the running of any events and answers any queries.

Contact email: harry@holba.london

As part of the Data & Insights team within our wider Place Shaping department, Joshua plays a key role in turning data into valuable insights. He supports a range of projects designed to identify trends and measure the impact of events across all BID areas. By analysing and interpreting data, Joshua helps inform our members and local stakeholders ensuring decisions are intelligence led and contribute to creating a vibrant, thriving West End.  

Contact email: joshua@holba.london or phone: 07547 104 343 

Lily supports the consumer marketing and corporate communications teams across all BID areas, with a focus on digital communications. She works across B2C and B2B campaigns and activations, including campaign panning and delivery.

Additionally, she promotes member activity across Heart of London channels and supports engagement initiatives including the Heart of London Club employee engagement scheme.

Contact email: lilyh@holba.london

In a joint contract with Veolia, Alan supports the day-to-day delivery of street-level services across the HOLBA patch. He is responsible for monitoring cleanliness, rough sleeper welfare, security and greening services, with a background in interactive urban fieldwork across parts of London, Hong Kong, Tbilisi and more.

As part of the Place Management team, Alan's highly visible role involves conducting daily inspections, reporting public realm issues and liaising with local businesses and partners to help ensure a clean, safe and welcoming urban environment for all. 

Contact email: alan@holba.london or phone: 07721 821 454

As a member of the Engagement Team, Thanusupports the team in maintaining accurate and up-to-date CRM records and data. He is responsible for coordinating and managing the team’s weekly reports, ensuring engagement activity is accurately recorded across internal systems.

Thanu also supports the wider coordination of the Engagement Team, helping to organise priorities, follow up on key actions and ensure relationships with businesses across the West End are effectively managed.

His work helps the team stay organised, informed and focused on building strong relationships with businesses across the West End.

Contact email: thanu@holba.london or phone: 07719065283