Brian Iles
Head of Commercial @WWT
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WORK HISTORY
Head of Commercial @WWT
GB
Lead national Catering, Retail, E-commerce, and Accommodation operations across ten UK visitor centres, delivering commercial growth, enhanced guest experience, and brand-aligned retail performance for one of the UK’s leading conservation charities.Delivered +18% revenue growth in catering and 240% uplift in venue hire through data-led menu development, improved labour efficiency, and enhanced product mix.Increased per-guest accommodation spend by 75%, improving profitability and guest satisfaction through strategic pricing, service standards, and digital marketing.Oversaw full P&L accountability for multi-site F&B, retail, and hospitality operations, achieving consistent year-on-year growth and margin improvement.Implemented digital transformation projects — including POS, stock control, and compliance systems (Natasha’s Law, HFSS, calorie legislation) — improving efficiency and audit readiness.Developed and coached multi-site leadership teams, embedding performance culture, KPI accountability, and customer-first standards across all sites.Drove sustainable trading practices, aligning local sourcing, waste reduction, and ethical procurement with WWT’s environmental mission.
EDUCATION
University of Wales, Cardiff
European Studies, European Politics / Geography / History
SKILLS
ABOUT BRIAN ILES
Commercially driven Retail & F&B Operations Leader with extensive experience leading high-performing teams and delivering strong financial, operational, and customer outcomes across multi-site hospitality, retail, and visitor destinations.Currently Head of Commercial at the Wildfowl & Wetlands Trust (WWT), I lead national operations across cafés, restaurants, retail stores, accommodation, and e-commerce, achieving double-digit growth, enhanced guest experience, and operational transformation across ten UK visitor centres.Key achievements include an 18% uplift in restaurant sales, 240% revenue growth in events & venue hire, and a 75% increase in per-guest accommodation spend, supported by new digital systems for compliance, POS, and retail performance.Previously, as Operations Manager with Westmorland Family (Tebay & Gloucester Services), I oversaw a £100m turnover business, delivering 22% sales and margin growth through strong leadership, local sourcing, and operational excellence.I’m recognised for combining analytical insight with people centred leadership, motivating teams to perform, improving profitability, and creating customer experiences that build loyalty and brand value. Passionate about sustainability, storytelling, and shaping purpose-driven commercial success.
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