Ros Morgan
Chief Executive
Ros has almost 20 years’ experience in delivering successful destinations and is a leading figure in London and the Business Improvement District (BID) Industry.
Leading successive organisations including Kingston First and Croydon BID, Ros joined Heart of London Business Alliance (HOLBA) in 2016. Through her leadership, Ros has produced award-winning teams, driving measurable results and real return on investment for businesses and investors.
In 2020, her dynamism and depth of experience secured HOLBA another 5-year mandate, with 96% of businesses voting in support, making it the first BID to achieve four simultaneous ballot wins, as well as the first BID in the UK to run a property owner and occupier ballot concurrently. HOLBA now operates four of only five property owner BIDs within the UK.
Most recently, Ros’s innovative thinking has seen the development of a series of “first of its kind” strategies for London’s West End, including a Placeshaping Strategy and Economic Case for Investment in London’s West End and a Cultural Strategy and report on the Economic Benefits of the West End and Heart of London Cultural Sector.
Ros is co-chair of the London Workplace Recovery Board, formed in 2021 to better understand the drivers and barriers for returning to the workplace and to support the immediate needs and long-term recovery of Central London businesses. She is also a Night Time Commissioner for the Greater London Authority and has recently joined the New London Sounding Board, established by New London Architecture.
As the global economy faces a new set of challenges, Ros is dedicated to securing the future of London’s West End as a vibrant and economically sustainable world-class destination of culture and commerce.
Robin Hibbert
Director of Company Management
As the Director of Company management, 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 BID’s priorities in terms of public realm improvement. To get in touch, email Robin on: robin.hibbert@heartoflondonbid.co.uk.
Matt Arnold
Director of External Relations
Matt is part of the senior leadership team and leads on external relations and business engagement. He engages the support of key stakeholders to build the company’s profile and works to ensure our members’ interests are fully represented. Contact Matt: matt.arnold@heartoflondonbid.co.uk
Dan Johnson
Special Projects Advisor
If you would like to get in contact with Dan please email, Dan.Johnson@heartoflondonbid.co.uk.
Emily Ferrary
Director of Company Communications
Emily leads the company communications team to generate more exposure for the organisation through creative communications and marketing. Emily has an integral role within the senior leadership team, her high profile and strategic role is imperative in driving the Heart of London forward during. To get in touch, contact Emily on: emily.ferrary@heartoflondonbid.co.uk.
Mark Williams
Director of Destination Marketing
Mark heads up the consumer marketing team across all bid areas, leading on activity including destination brand management and identity, cultural projects and partnerships, PR activations and campaigns, installations and events. Creating campaigns that enhance our destination’s identities ensuring the area remains an attractive as a place to invest, live and work, remaining a magnet for domestic and international tourists. To get in contact, email: mark.williams@heartoflondonbid.co.uk
Angela Reed
Head of Partnerships
Angela works across all areas of Heart of London’s activities, partnering with key stakeholders, pan London, to maximise our influence and impact on behalf of our members. Identifying opportunities for additional investment and creating efficiencies are key aspects of her role.
To get in touch, contact Angela on: angela.reed@heartoflondonbid.co.uk
Sophie Calderbank
Senior Corporate Communications Manager
Sophie 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. Sophie also plays an active role in the development and positioning of our corporate brand. To get in touch, contact sophie.calderbank@heartoflondonbid.co.uk.
Paula Sheary
Senior Marketing Manager
Paula oversees the consumer marketing activity including destination brand management, social & PR campaigns, installations and events. These initiatives are developed to elevate our destination’s identities and businesses to ensure we remain a magnet for domestic and international audiences, and gain exposure and recognition as London’s heart of entertainment. To get in touch with Paula, please contact: Paula.Sheary@heartoflondonbid.co.uk.
Rico Pieri
Area Manager
Rico is the Area Manager for our Leicester Square and Piccadilly Circus, with the overall responsibility for the day-to-day management of our delivery plan. This covers our cleaner and safer streets program, as well as engagement and relationship building with our business members and stakeholders. Rico is also our emergency preparedness and evening and night time champion. To get in touch with Rico, please email: rico.pieri@heartoflondonbid.co.uk.
Bob Wolstenholme
Business Engagement Manager
Bob is the business engagement manager for our Leicester Square and Piccadilly Circus area. He regularly visits our member businesses to talk about what Heart of London can do for you and find out what problems and issues we can help you with. He works closely with the street manager, partners and stakeholders to find solutions to these problems. To get in touch with Bob, please call 07715 100910 or email: bob.wolstenholme@heartoflondonbid.co.uk.
Emma Underwood
Partnerships & Events Manager
Emma manages Heart of London’s Partnerships & Events programme, ensuring it reflects our key areas of focus and strategic priorities. She also manages the WOW 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 Emma at: emma.underwood@heartoflondonbid.co.uk
Jeremy Brown
Company Management Executive
Jeremy manages all company matters including day to day financial management of the business, legal BID agreements, BID levy data, and reports key trends associated with footflow tracker, sales index information, and all other data sources. To get in touch with Jeremy, please email: jeremy.brown@heartoflondonbid.co.uk.
Matt Harris
Database Executive
Matt manages and maintains data sources and structures within the company, ensuring the company has immediate access to relevant and good quality information. If you want to get in touch with Matt, please contact: matt.harris@heartoflondonbid.co.uk.
Toni Spence
Executive Manager
Toni manages the day to day diary management of the Chief Executive and all Board Director focused activities. Toni is responsible for all CE meetings and assisting with communications, procedures, and documentation. She is also accountable for the Heart of London Business Alliance stakeholder engagement programme. To get in touch with Toni, please email:
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.adeli@heartoflondonbid.co.uk.
Louise Kennard
Street Engagement Officer
Louise works as part of the Street Engagement team at the Connection at St Martins, and alongside Heart of London Business Alliance to provide social care to the day time street population. This team carries out daily outreach shifts around London and works intensively with the more vulnerable in London to find long term solutions away from the street. To get in touch, please contact Louise on: louise.kennard@cstm.org.uk.
