The Paje Team
Paje Associate Trainers
EXPERIENCE
Over 30 years, Jo has worked in operations, front line sales and leadership roles for brands such as Millennium and Copthorne Hotels, Travelodge, IHG, De Vere & Village Hotels and Lime Venue Portfolio. As the founder of Curve Sales Solutions, Jo supports hotels and venues driving top-line revenues through bespoke and measured training, people development plans and sales activities. Jo has a passion for seeing teams succeed and believes that to stand out from the crowd keeping the 'saw sharp' is crucial.
CORE SKILLS
- Sales process review, creating proactive sales cultures
- Proactive and reactive sales training
- Online training, group training, coaching and mentoring
ADDITIONAL SKILLS
- Customer experience benchmarking
- Sales office health checks
- MICE sales
- Projects
- Recruitment and onboarding
ACCOLADES
- MIA List 2019
- C&IT MICE Sales Team of the Year 2018
- Award in Education and Training
- BA (Hons) Hotel Business Management 2:1
EXPERIENCE
Over 15 years working with Revenue Management, Pricing and Technology within the hospitality and travel industries. Including Principal Hayley, IHG, DeVere & National Express Group.
CORE SKILLS
- Price structure, analysis and competitive evaluation
- Market feasibility analysis, business planning and investment proposals
- Integrating technology to enable commercial advantage through revenue management
- Coaching, training and mentoring revenue management culture
ADDITIONAL SKILLS
- Experienced project manager
- Support for hotel and restaurant acquisition
- Branding, concept and website design
QUALIFICATIONS
- BSc in Hotel Management & Catering Management
- Experienced Conference Speaker

Melanie Cash
EXPERIENCE
Melanie Cash has worked in the tourism and hospitality industry for 25 years. She brings a wealth of experience having lead teams in a variety of sales and marketing and training roles at Marriott, Hilton, Rocco Forte, The Grove, The Belfry and Macdonald Hotels.
CORE SKILLS
- Strategic assessment of sales and marketing functions and effectiveness
- Business restructure and team development
- Design and delivery of core sales & leadership training programmes
- On site and field based coaching and development of individuals
ADDITIONAL SKILLS
- Event Sales
- Key Account Management
- Marketing & PR
- Systems: CRM, M&E, RFP
EXPERIENCE
Delivering social media training on LinkedIn, Twitter, Facebook, Google+ & Pinterest to in-house groups including Menzies Hotels and open groups. 121 support, social media reviews, content direction & social media content management. Over 10 years in customer service training, skills, change management & business support.
CORE SKILLS
- Social media marketing for business
- Live & interactive social media practical presentations
- Business stakeholder management, change facilitation
- Coaching, mentoring & experiential delivery
ADDITIONAL SKILLS
- Outbound marketing, branding & website development
- Communications, relationship & rapport building
- Multi site support, 121 consultancy, social media reviews
QUALIFICATIONS
- Coaching & Mentoring in Management, Prince 2 Practitioner, Behavioural Style Practitioner
EXPERIENCE
Over 20 years’ experience working in the hotel and venue finding industry. My experience spans property sales office management, establishing and managing cluster/central sales offices, venue finding agency management plus six years as director of conference office development for an established UK wide, 20 strong hotel group.
CORE SKILLS
- Establishing and managing Meetings & Events Sales offices & cluster offices
- Improving revenue conversion, enquiry conversion, average booking value and TREVPAR
- Leading teams through significant change
- Taking teams and processes 'back to basics', setting standards and then training and measuring new standards
- Maximising diary occupancy, density and profitability
KEY ACHIEVEMENTS
- An uplift of 50% in accomplished KPIs for the sales office teams
- Average call handling measurement improved by 18%
- Average show round measurement improved by 25%
- Revenue conversion growth of up to 12% YOY
- Improved rate opportunities including a 24-hour rate improved by in excess of £36 net for one property within 6 months.
- Improved imbedded communication and training standards for all colleagues
Our business partners
Revenue Partners
EXPERIENCE
Over 15 years working with Revenue Management, Pricing and Technology within the hospitality and travel industries. Including Principal Hayley, IHG, DeVere & National Express Group.
CORE SKILLS
- Price structure, analysis and competitive evaluation
- Market feasibility analysis, business planning and investment proposals
- Integrating technology to enable commercial advantage through revenue management
- Coaching, training and mentoring revenue management culture
ADDITIONAL SKILLS
- Experienced project manager
- Support for hotel and restaurant acquisition
- Branding, concept and website design
QUALIFICATIONS
- BSc in Hotel Management & Catering Management
- Experienced Conference Speaker
EXPERIENCE
Margaret joined Marriott in 1998 and found Revenue Management, working through various roles to become Area Revenue Manager for London and Regional Director of Revenue for Marriott Hotels in the UK. After this Margaret moved north and joined De Vere ultimately as Commercial Director.
Margaret is co-founder and consultant of The Revenue Partnership that provides contract Revenue Management services for the hotel & hospitality industry and has delveoped iRevenue - the UK’s only Revenue Management Training website with free expert ‘Second Opinion’ support
CORE SKILLS
- Revenue Management Training
- Demand Forecasting Systems
- Conference Pricing Systems
- Automated Financial Forecasting Models
- Centralised Revenue Management
- Revenue Analysis
- Yield Management
- Distribution Audits
- Business Planning and Budgeting
- Competitor Benchmarking
QUALIFICATIONS
- MA in Hotel Management
- Post Graduate Qualification in Marketing Management
EXPERIENCE
Martin has worked at a senior level in Revenue and Sales for over 25 years, providing commercial analysis and the alignment of revenue strategies with supporting sales planning and activity. Extensive experience in the UK provincial market, London, and key UK city locations, specialising in all aspects of Revenue and Sales from luxury market to budget concepts. Including Hand Picked, Jurys Doyle and Forte.
CORE SKILLS
Provision of detailed analytical business review supported with clear recommendations to influence future strategies. Working across all market segments to assist hotels in achieving their maximum profit potential.
- Commercial performance analytical review
- Data analysis including full competitor review
- Market segment pricing review
- Assessment of key routes to market and maximising distribution opportunities
- Strategic recommendations
- Maximising Meeting and Events revenue
- Sales planning and specific market segment targeting
- Training and coaching
ADDITIONAL SKILLS
- Management of call centre and reservations teams
- Commercial negotiation skills at a senior level
- Key account management
- Specialist in sales across all market segment and distribution channels
Marketing & Digital Marketing Partners
EXPERIENCE
Delivering social media training on LinkedIn, Twitter, Facebook, Google+ & Pinterest to in-house groups including Menzies Hotels and open groups. 121 support, social media reviews, content direction & social media content management. Over 10 years in customer service training, skills, change management & business support.
CORE SKILLS
- Social media marketing for business
- Live & interactive social media practical presentations
- Business stakeholder management, change facilitation
- Coaching, mentoring & experiential delivery
ADDITIONAL SKILLS
- Outbound marketing, branding & website development
- Communications, relationship & rapport building
- Multi site support, 121 consultancy, social media reviews
QUALIFICATIONS
- Coaching & Mentoring in Management, Prince 2 Practitioner, Behavioural Style Practitioner
EXPERIENCE
Over 30 years’ experience in sales, marketing, and PR within the hospitality sector. Predominantly working for independent four and five star properties and academic venues, Christine brings a practical approach to sales, marketing and PR to boost your commercial business.
CORE SKILLS
- Marketing Strategy
- Strategic sales and marketing business plans
- Revenue budgets and marketing spend
- PR and Media Management
- Digital marketing including website design, build, maintenance, email marketing
- Marketing collateral, copy writing and design
- Brand conception and development
- Marketing courses training, event speaker
QUALIFICATIONS
- BA Hotel and Catering Management
- Business coach and mentor
Sales and Business Development Partners
EXPERIENCE
Gillian has spent many years working at a senior level in major chains, such as Marriott, Thistle, Shire Hotels as well as Iconic hotels such as Celtic Manor, St. Pierre Park Guernsey, The Grand Jersey, to mention but a few. For the last five years she has worked with the Coniston Hotel, Country Estate and Spa to develop their sales and marketing.
Gillian is an experienced hotel sales and marketing professional - versatile, energetic, creative and commercially minded, embracing all aspects of SEO and traditional PR. As an excellent all-rounder, she is able to support the operational goals of a hotel with sound practical advice, support and leadership. She identifies unique opportunities through packaging across all key corporate and leisure segments. She has, and continues to build excellent customer and colleague relationships to maximise all opportunities for the business.
CORE SKILLS
- Maximise sales through understanding revenue strategies and market segments very well.
- Strategic assessment of sales and marketing functions and effectiveness
- Leisure sales and marketing – packages, online distribution, incentives
- Business restructure and team development
- On site and field based coaching and development of individuals
ADDITIONAL SKILLS
- Event Sales
- Key Account Management
- Marketing & PR
- Systems: CRM, M&E, RFP
EXPERIENCE
Over 30 years, Jo has worked in operations, front line sales and leadership roles for brands such as Millennium and Copthorne Hotels, Travelodge, IHG, De Vere & Village Hotels and Lime Venue Portfolio. As the founder of Curve Sales Solutions, Jo supports hotels and venues driving top-line revenues through bespoke and measured training, people development plans and sales activities. Jo has a passion for seeing teams succeed and believes that to stand out from the crowd keeping the 'saw sharp' is crucial.
CORE SKILLS
- Sales process review, creating proactive sales cultures
- Proactive and reactive sales training
- Online training, group training, coaching and mentoring
ADDITIONAL SKILLS
- Customer experience benchmarking
- Sales office health checks
- MICE sales
- Projects
- Recruitment and onboarding
ACCOLADES
- MIA List 2019
- C&IT MICE Sales Team of the Year 2018
- Award in Education and Training
- BA (Hons) Hotel Business Management 2:1
EXPERIENCE
Helen has had a long career in Business and Sales and launched into the MICE Industry over 10 years ago working originally in Agencies including Zibrant and Ashfield Meetings and Events and moved to Venues to see the contrasts within the Venue environment and lead a pro-active team at Imago Venues. The niche position to have an overview of both worlds and her strong background in Business with both Local Government and Corporates, gives Helen a unique perspective of the MICE Industry and allows an opportunity for Change and Innovation.
CORE SKILLS
- Pro-Active Sales and Account Management
- Business Strategy
- Training and Facilitation
- Business Health Check
ADDITIONAL SKILLS
- Conference Agency Market Knowledge and guidance for venues to work in partnership
- Sales and Agency Team Coaching
- Motivator and Sales Culture
- Finding Your Story

Melanie Cash
EXPERIENCE
Melanie Cash has worked in the tourism and hospitality industry for 25 years. She brings a wealth of experience having lead teams in a variety of sales and marketing and training roles at Marriott, Hilton, Rocco Forte, The Grove, The Belfry and Macdonald Hotels.
CORE SKILLS
- Strategic assessment of sales and marketing functions and effectiveness
- Business restructure and team development
- Design and delivery of core sales & leadership training programmes
- On site and field based coaching and development of individuals
ADDITIONAL SKILLS
- Event Sales
- Key Account Management
- Marketing & PR
- Systems: CRM, M&E, RFP
EXPERIENCE
Leigh Cowlishaw is an experienced leader in the meetings and accommodation arenas providing specialism in SMM, on line distribution strategies, as well a focus on proposition, strategy and industry disruption. Prior to these roles; Leigh held the position at Capita Travel and Events for six years as Director of Proposition - Accommodation and Meetings.
Appointed in 2016 to the HBAA Chair of the Association, in which Leigh sits on the board today and champions Mental Health awareness for the association and across the industry. Past chair of GTMC Steering Group for Meetings, Conferences and Events. Steering Group Board member of the Meetings Show and CHS.
CORE SKILLS
- Strategic Meetings Management
- Travel Procurement
- Preferred relationship management
- Travel Policy
- Meetings and Events
- Hotel/Venue relationships
- Agency relationships
- Driving value through two way relationships
- Mental Health and Wellbeing
ADDITIONAL SKILLS
- Project Management
- Strategy
- Keynote speaker
- Coaching & Mentoring
QUALIFICATIONS
- Degree in Experience from the University of Life
Leadership & Management
EXPERIENCE
I am a creative professional with over 25 years of repeated success guiding strategic business development plans, and directing operations resulting in increased business revenue and growth of the portfolio. I am highly skilled in analysing the effectiveness of operations in alignment to the business objectives, formulating and implementing standard practices and ensuring planned targets are achieved within set budget and time.
I’m a passionate team player with a collaborative leadership style and bring with me years of operations, and management expertise and excellence, working for recognised brands including Lensbury Limited, Forte Hotels, Choice Hotels International, Acorn Management Group Limited and others. I have the talent for launching programmes related to training and team development, and P&L accountability.
CORE SKILLS
- First class strategic and analytical abilities to manage business and financial operations including business planning, estimating and preparing annual budgets and to align with long-term and short-term objectives.
- Expertise to design and implement new and updated sales actions, service improvement initiatives and to enhance overall efficiency resulting in increased bottom-line returns.
- Dedication to devise sales and marketing processes to boost sales implementing change management through the teams to deliver goals and objectives.
- Highly organised with passion to design and implement various processes enabling the business to grow, in addition to conducting research and finding new markets.
- Expert communicator, presenter, and collaborator; able to forge solid relationships with strategic partners and build consensus across multiple organisational levels.
- Design and implement management change across businesses.
ADDITIONAL SKILLS
- Directorship of two associations and Treasurer of one
- Mentoring of businesses
- Qualified trainer, sales and negotiator
- In-depth knowledge of H&S
EXPERIENCE
No Ordinary Hospitality Management offers bespoke services to company owners desiring personalised and effective management solutions. We work directly alongside owners to develop and implement creative strategies and best practices by understanding the goals and objectives of your venue. Our skills and ability to adapt makes No Ordinary Hospitality Management a desirable option, no matter how small or large your venue. We understand that every business is different and we are not a one size fits all solution. We work with all types of property, from a 5* hotel to an independent café and anything in between.
CORE SERVICES
- Operational Management
- Revenue Management
- Financial and Payroll Management
- Sales and Marketing
- Human Resources
- Health, Safety and Risk Management
- Procurement and Stock Control
- Design and Project Management
EXPERIENCE
David spent his formulative years in hotel general management working for Whitbread, Mount Charlotte Thistle and various Independent Hotels. He then progressed into conference centres, contract catering and stadia management, latterly overseeing a significant expansion project of Woodland Grange and in 2010 becoming Managing Director for Make Venues (formerly EEF Venues), overseeing impressive growth and attaining numerous customers services awards and accreditations during his tenure. David is passionate about supporting the industry and spent 13 years as a board director for Venues of Excellence including Vice Chair and Chairman roles. He also served three terms on the board of the Meetings Industry Association.
CORE SERVICES
- Operational Management
- Strategic Direction
- Commercial Strategy
- Customer Service
- Leadership
- Nurturing Talent
EXPERIENCE
Gavin Percy is a Business Development Strategist specialising in assessing and improving sales performance and sales processes to positively impact revenue - often through training, coaching and mentoring of the sales team.
For the last six years has been running his own Sales, Marketing and Training Consultancy for the Hospitality Industry - Winning Edges. Gavin became a qualified Mental Health First Aid Trainer in 2018 and now operates a specialist company delivering training and consultancy in Mental Health and Wellbeing called Balancing Edges.
Gavin brings nearly 40 years of hospitality and sales experience with an engaging style and informed research and experience to deliver quality training.
CORE SKILLS
- Training
- Coaching
- Mentoring
- Business Development
- Meetings & Events
- Sales & Marketing
- Sales and Marketing planning
- Process improvement
- Mental Health and Wellbeing
ADDITIONAL SKILLS
- Strategy
- Vision, Mission and Values
- Leadership
QUALIFICATIONS
- Qualified Mental Health First Aid Trainer
- MBA (Univ of Leicester)
- BA in Hotel Management (Univ of Strathclyde)