Former Merlin Entertainments UK and Europe group sales and marketing director, Sara Holt, will join Center Parcs UK and Ireland as CMO.
Holt steps into the role as the short-break holiday company restructures its sales and marketing function, splitting the combined chief sales and marketing officer position into two – chief commercial officer (CCO) and CMO.
Joining in March, Holt will take over from the current chief sales and marketing officer, Colin Whaley, who is retiring after 20 years of leading the combined function. Richard Sofer, former commercial and business development director at TUI UK and Ireland, joined as CCO earlier this month.
“Colin’s decision to retire from Center Parcs gave us the opportunity to look at our structure in a slightly different way and review both the marketing and commercial functions, as we move into the next exciting chapter for the business,” explains CEO Colin McKinlay.
Center Parc explains it sees “huge opportunities across the business, brand, technology and marketing”, regarding Whaley’s retirement as an opportunity to help both functions focus.
“This new approach will allow both individuals to focus on their specific areas, whilst also working closely together to achieve the strategic aspirations of the business,” a spokesperson told Marketing Week.
In her new role, Holt will be responsible for brand marketing, digital marketing, ecommerce, corporate communications and PR, while Sofer will be responsible for revenue management and the corporate events business.
After a handover period, Whaley is expected to leave his role at Center Parcs by the end of April 2025.
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