• Brit List 2017: Judge Profile – Jayne Alexander

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    Here at Hotel Designs, we’ve been asking our readers to select who they think should be included in the UK’s top 25 hoteliers and 25 leading design professionals – to nominate those they think are deserving of recognition in both fields.

    The selections then go to our advisory board of judges, representatives from across the hotel and design industry.

    Here we’re profiling our next judge, Dovetail Agency MD Jayne Alexander…

    Jayne has over 20 years of experience within the lifestyle and travel sector, having worked for InterContinental Hotels and The Virgin Group before launching The Dovetail Agency 15 years ago.

    Formerly sales and marketing director within Virgin, Jayne has successfully built up an excellent industry profile. With a proven track record, achieving all targets set in previous job roles, both in PR and marketing management, Jayne is results-driven and promises effective implementation of a new project or strategy with outstanding results. Jayne’s experience includes a launch project for The Virgin Group. Virgin Ultimate was developed as a luxury collection of UK and international properties. Each hotel or resort was required to meet a high standard in order to be aligned and promoted alongside Necker Island and La Residencia.


    Jayne and her team have managed press and client launch events in London, New York, Frankfurt, Milan and Sydney. At Virgin, Jayne managed all aspects of business start-up from the creation of sales and administration systems, to the writing and implementation of an effective global marketing and PR plan.

    Virgin Gift Cards were developed from Jayne’s own initial business idea, as presented to Richard Branson. They were designed to generate incremental business for The Virgin Group, and as forecast achieved target within 18 months. The company was sold after five years for £15 million.

    Jayne works with each client to develop an all-encompassing business strategy and tactically to counteract need periods and weaker areas of a client’s business. As Marketing Director with Virgin and in-house Sales Director at Inter-Continental Hotels, clients involve Jayne in the planning and implementation of the overall sales, marketing, product and PR planning process.

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    Daniel Fountain

    Editor, Hotel Designs

    All stories by: Daniel Fountain