Director of Commercial Enterprise
Candidate Information Pack
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Introduction
Thank you for taking the time to learn more about the newly created The Director of Commercial Enterprise opportunity at the Lulworth Estate, a multi-faceted business set within iconic World Heritage landscapes attracting over 1 million holiday makers a year and providing leisure, land management, homes, workplaces, learning and transformational experiences to communities and visitors. . The Lulworth Estate extends to 12,000 acres of breathtaking countryside along the UNESCO World Heritage Jurassic Coast and includes the internationally renowned landmarks of Durdle Door and Lulworth Cove, famous for their geology, rich history and diverse wildlife. It is an exciting time to join the Estate and be a part of a newly formed senior leadership team, playing a central role in shaping direction and ensuring impeccable services and exceptional environments that reflect the soul of the location, enhance nature, community and customer experience, enable connection and prove fulfilling workplaces, whilst ensuring strong commercial success and long-term sustainability for future generations. We are currently seeking to appoint to the roles of Director of Commercial Enterprise, Director of Visitor Experience,Director of Natural Environment, Director of Built Environment and Director of Finance (Resources) reporting directly to the Chief Executive Officer. The Director of Commercial Enterprise will develop and deliver commercial strategies to drive income generation, profitability, exceptional service standards, partnership and engagement opportunities across the Lulworth Estate, including Durdle Door Holiday Park, our collection of Holiday Cottages, retail outlets and hospitality venues. We are seeking a creative approach to business and commercial management, with proven experience of achieving growth alongside operational excellence, customer engagement and loyalty. We hope that the following information provides greater detail regarding the The Director of Commercial Enterprise appointment and look forward to receiving your application.
Lindsay Holt Chief Executive Officer, Lulworth Estate
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A Diversified Forward-Thinking Estate upholding Traditional Values The Lulworth Estate is one of the most stunning and historically rich estates in the UK. Lulworth Cove and Durdle Door are two of Dorset's most iconic natural landmarks. Nestled within the UNESCO World Heritage site of the Jurassic Coast, these breath-taking locations are famous for their stunning geology, rich history, and diverse wildlife. Lulworth’s estate pedigree goes back as far as Doomsday times in the 11th century and beyond, and, since 1641, it has been owned and managed by the Weld family. Although, traditionally an agricultural estate, Lulworth has been an innovator in diversification, being one of the first to recognise rural tourism, opening its doors to visitors in the early twentieth century with the establishment of a holiday park, parking and coastal footpaths. Pioneering initiatives feature throughout the estate’s business activities of farming, forestry, tourism, leisure, property management, heritage and access. Lulworth endeavours to manage an efficient modern business whilst retaining the best traditional values of a rural estate.
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Explore the Estate
Lulworth Castle Built in the early 17th Century as a hunting lodge to entertain aristocracy and royalty, Lulworth Castle became the family seat for the Weld family at the heart of the estate. Destroyed by fire in 1929, it has been restored to provide an exclusive venue and welcoming destination for visitors to explore along with its chapel, extensive parkland, woodland walks, playground and deer park. Jurassic Coastline The Jurassic Coast is both visually captivating and holds significant scientific value. The area’s geological formation and fossil record provide valuable insights into Earth’s history. Fossils can be found embedded in the cliffs, offering a glimpse into prehistoric marine ecosystems. Conservation initiatives focus on preserving the diverse habitats, safeguarding vulnerable species and promoting sustainable tourism practices to minimise the impact on the environment whilst encouraging inspiring and educational experiences. Durdle Door, a natural limestone arch, is one of the UK’s most photographed and recognisable landmarks. Admired for its geological features and stunning coastal scenery, it is part of the UNESCO Jurassic Coast World Heritage Site and is a popular with visitors enjoying coastal walks, nearby
Holiday Cottages A collection of unique properties ranging from luxurious country lodges, charming thatched cottages with hidden sun terraces, restored barns with swimming pools, to romantic retreats. The collection is continually expanding in line with demand and repurposing of estate buildings. Retail & Hospitality Whether visiting for an hour, day or weeks, the estate’s selection of places to shop and eat provide a warm welcome and a great selection of food, drink, gifts and holiday essentials. In addition to the established outlets, exciting new developments are in the pipeline. Built Environment The property portfolio includes residential homesin-hand and tenanted commercial buildings, farms, Lulworth Castle and other buildings of historical importance and interest. The estate plays a significant role in the rural economy and local placemaking via the provision of housing, business bases and infrastructure.
beaches, sea swimming and panoramic vistas.Lulworth Cove is a striking site known for it’s unique landforms and geology, including the Lulworth Crumple and Stair Hole. With nearby accessible parking, a Visitor Centre and variety of hospitality offerings, it is a well-loved year-round destination Countryside The Lulworth Estate comprises a wide variety of habitats including chalk grasslands, mixed farmland, downland, heathland, lichen rich woods, commercial forestry and parkland. Many of the areas are designated as sites of national interest and significance, with rare species such as Lulworth Skipper butterflies, Orchids, Woodlark, Dartford Warblers and Corn Buntings. The estate’s environmental management encourages sustainable farming and forestry, biodiversity and habitat creation, as well as nutrient off-setting. Durdle Door Holiday Park The holiday park provides a tranquil home- from-home experience where generations of guests connect with nature and World Heritage surroundings, whilst enjoying warm hospitality and facilities. Located in an unrivalled position, accommodation is available in luxury holiday homes, pitches for caravans and motorhomes, camping pods and glamping cabins.
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Key Accountabilities/Primary Responsibilities
Job Description
Strategic Leadership – Develop and implement a
shops, cafes, kiosk and merchandise sales. – Oversee the retail management operations, product development, pricing strategies, inventory management and promotions to optimise sales and margins. – Direct the development and implementation of an omnichannel strategy, increasing brand connection, personalised experiences and repeat business. – Review existing systems to identify opportunity for improvement or replacement to monitor and capture data. Report on key performance indicators relating to spend, operational efficiency, and financial performance. – Implement and oversee seasonal campaigns and cross promotions with other estate offerings to leverage total revenue management and customer experience. – Foster a customer centric ethos – ensuring high standards of service, product quality and brand representation - and drive this through retail operations teams. – Review the procurement strategy, working with Operations Managers to drive relationships with local vendors and sourcing sustainable partners for products. Hospitality Operations – Lead the direction and performance of hospitality venues and management. Venues include cafes, restaurants, village pub, kiosks and event catering. – Ensure hospitality operations are viable, with a focus on profitability, cost control and quality standards and service delivery. – Continuously review and innovate the hospitality offerings to meet changing needs and brand consistency. Lead marketing to promote our venues and enhance the estate’s reputation for exceptional food and hospitality.
comprehensive commercial strategy for the estate’s enterprises, aligning with broader goals including commercial growth, sustainability visitor experience, technology integration and brand identity. – Oversee the development of new commercial opportunities and enhanced revenue streams, including product offerings, partnerships and initiatives that enhance the customer experience and increase revenue. – Lead and inspire the Commercial Enterprise Division teams to deliver high quality, efficient services within budgetary and resource allocations. – Promote a culture of excellence, fostering an environment of accountability, growth and development. – Contribute to wider organisational strategy and sub-strategies as a senior member of the leadership team, working with senior colleagues and the Chief Executive Officer. Income Generation – Create, develop and implement the delivery of the new commercial strategy across the range of commercial enterprise activities (retail operations, holiday cottage business unit, hospitality operations and holiday park business unit) to maximise profit and optimise resources whilst delivering value for money and excellent visitor experience. – To increase commercial income in line with the Estate’s strategy and wider objectives. Define and monitor income and profit generation targets for commercial activity and provide regular performance updates. – Provide reporting on performance and business development opportunities. Retail Operations – Lead the strategic direction and performance of the estate’s retail operations, including Visitor Centre,
Post title:
Director of Commercial Enterprise Chief Executive Officer
Posts responsible to: Posts responsible for:
Retail Operations Managers, Hospitality Operations Managers, Holiday Park General Manager, Holiday Cottages Operations Manager & relevant teams.
Location:
Estate based – Wareham, Dorset
Purpose of the role To lead the development and strategic direction of the Estate’s in-hand commercial operations. The role will oversee Lulworth’s commercial enterprises - including Durdle Door Holiday Park, holiday cottages, retail outlets and hospitality venues (cafes, restaurants and a village pub) - driving growth, operational excellence, and profitability across these business areas. Forming part of a concise senior leadership team setting the direction of the Estate, the Director of Commercial Enterprise will work closely with the team to align commercial activities with the Estate’s values, ensuring that revenue generation supports both the Estate’s financial goals and its commitment to sustainability and conservation, supporting local economies and offering personalised transformative experiences to our customers. Strong commercial acumen, a proven creative approach to hospitality, retail and leisure, alongside a passion for service delivery, responsible tourism, conservation, and local community engagement, is required. The Lulworth Estate The Lulworth Estate is of Dorset’s most iconic and diverse destinations, with attractions ranging from the renowned Durdle Door, Lulworth Cove, and Lulworth Castle to the picturesque UNESCO World Heritage Jurassic Coastline. The Estate is a unique blend of natural beauty, historical significance, inspiring venues, life-long learning, commercial enterprise and warm hospitality, offering an array of experiences for over one million visitors a year from around the world. Commitment to ensuring that visitors have a memorable, safe, and enriching experience is paramount, by continuously striving to balance conservation with visitor access and commercial success, we ensure a responsible and sustainable future for these special places.
This role is an exciting opportunity to play a central role in the future development of one of the UK’s most iconic places.
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Stakeholder and Community Engagement – Cultivate strong relationships with stakeholders, local communities and relevant industry partners, ensuring that Lulworth remains a preferred, inspiring destination and leading contributor to the regional economy. – Act as the main point of contact for relevant statutory bodies and regulators relating to the Division operations.
Sustainability and Environment – Develop Divisional sustainability
strategies and initiatives, implementing measures to minimise environmental impact in areas such as carbon, energy, waste and supply chain practices. – Keep Lulworth ahead of best practices
Holiday Park Business Management – Provide strategic leadership to Durdle
Holiday Cottage Business Management – Review the existing holiday business operation and identify opportunity for improvement to increase occupancy levels and income generation, whilst responding to the increasing demand for personalised, transformative experiences. – Identify high performing assets and replicate growth through development of underutilised sites, such as barns and historic buildings to enhance the holiday property collection. – Ensure a cyclical programme of refurbishment and maintenance to all assets. – Assess pricing structures at a national and regional level to ensure that pricing remains competitive and represents value for money. – Work with other Divisions to develop branding, place-making and experiences to ensure holiday guests are connected to the wider estate and revenue is maximised. – Review booking models, both directly and with partners. – Develop omnichannel strategies for the Holiday Cottage Business.
– Responsible for direction and performance of the entire Commercial Enterprise Division. – Accountable for financial management and performance of the Division, delegating operational budgets to Managers where appropriate. – Overall responsibility for Division risk management, health and safety, and compliance. Team Performance Management – Overall responsibility for the Commercial Enterprise Division teams, including reviewing resources, team operating model and the professional development and capability of team members. – Set performance objectives and KPIs for the Division and operational areas. – Line manage direct reports, exercising good people management practices including mentoring, coaching, training, advice and guidance as necessary. – Create a culture of accountability where ideas from team members are encouraged to increase commercial performance and service delivery – Ensure the right mix of skills and capabilities through continuous professional development, recruitment and performance feedback. – To work directly with the team to embed a culture of equality, diversity and inclusion.
and identify new opportunities for sustainable growth innovation and responsible tourism.
Door Holiday Park, driving growth in caravan sales, occupancy and profitability.
– Promote Lulworth’s sustainability efforts to customers, ensuring they are aware of the Estate’s commitment to responsible tourism and the environment. Internal and external relationships – Trustees and Estate Representatives. – Chief Executive Officer and all members of the SLT including Divisional Directors of Built Environment, Visitor Experience, Natural Environment and Estate Resources. – Operations Managers Estate staff, the wider community, local businesses, local and central government organisations. – Relevant suppliers and external contacts. – Members of the public. Special Requirements – Commitment to the integrity and confidentiality of all relevant data and process – Demonstrate commitment to maintaining professional knowledge and awareness through continuing person and professional development both personally and for the wider team. – Demonstrate a personal commitment to equality, diversity and inclusion in all activities.
– Ensure the park’s operations meet high standards in presentation, guest satisfaction, quality of service and operational efficiency. – Oversee development and enhancement of the park’s facilities, accommodation and customer services to attract a diverse range of guests and investors year-round. – Work with the General Manager on budgets, performance targets and marketing initiatives. – Work with the Visitor Experience Division to develop placemaking and guest engagement strategy to positively impact the guest journey and ensure a strong sense of identity and place. – Ensure a cyclical programme of refurbishment and maintenance to all assets. – Assess pitch fee, sale valuations and pricing structures at a national and regional level to identify opportunity for improved income. – Measure demand across glamping, pods, cabins and camping and identify growth opportunities.
Governance and Assurance – Senior level contribution to the business
direction, contributing to vision and strategic planning across the estate business group.
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PERSON SPECIFICATION
Qualifications, Knowledge and Experience Essential: – Extensive commercial operations and business management experience.
Management and Teamwork – Demonstrate excellent people management skills to be able to lead a team of operations professionals at all levels to perform to the highest standards. – Able to proactively develop team dynamics and performance, ensuring quality standards are consistently achieved. – Able to engage, positively influence and motivate staff through the development and implementation of any change management initiatives.
Desirable: – A degree or professional qualification in business management, hospitality, or a related field.
Planning and Organising – Able to champion and oversee the directorate’s contribution to the Estate’s long-term strategy and to lead on the directorate’s strategic plans in the medium-long term. – Experience of business and budget planning ensuring alignment of resources within directorate and the Estate’s objectives. – Able to prioritise work and effectively manage time and resources to deliver agreed objectives within agreed standards and deadlines. Problem Solving and Initiative – Able to draw on professional knowledge and expertise to develop new concepts and original ideas within the directorate in response to intractable issues of importance to the Estate. – Work on own initiative to drive income generation strategies.
Communicating and Influencing – Able to establish and build
relationships with key stakeholders, both internally and externally, for example the wider community, local businesses, government organisations. – Excellent communication and interpersonal skills, with experience in stakeholder management, public relations, and representing organisations at industry events. – Able to work collaboratively and effectively with colleagues outside of direct responsibility, including external suppliers and consultants. – Able to use influence to develop positions or strategies.
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Benefits
learning and career growth – Health and Wellbeing: Access to employee wellbeing programs and support services – Discounts: Discounts on merchandise and services across the estate – Work-Life Balance: A commitment to flexible working arrangements where possible
– Competitive Salary – Performance Bonus – Pension Scheme: 10% employer contribution – Holiday Entitlement: 28 days holiday per annum plus public holidays – Additional day of leave on your birthday after 1 years’ service – Professional Development: Opportunities for continuous
How to Apply
The Lulworth Estate is being supported on this recruitment campaign by the search consultancy The Management Recruitment Group (MRG). To arrange a confidential briefing conversation please contact our advisor at MRG:
James Gregory James.gregory@mrgglobal.com | 07966 827 391
Applications should consist of a CV and supporting statement and be sent to james.gregory@mrgglobal.com.
Key Dates Closing date for applications is Sunday 13th April 2025. MRG Interviews are scheduled for w/c Monday 14th April 2025 First Stage Interviews are scheduled with the Lulworth Estate for Tuesday 6th May 2025.
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