Associates

Mady Keup

Mady has been undertaking consultancy work since 2004, specialising in international leisure tourism and business events marketing. She has extensive experience of all aspects of marketing (research, planning and promotion), client sales and services, membership recruitment and retention, project planning and process improvements.

Recent and current consultancy projects include European Union Interreg III benchmarking projects, strategic consultancy for Convention Bureaux and advisor to the annual EIAT conference in South East Europe.

Mady is also currently a lecturer and Master of Science Course Director (MSc in Strategic Event Management and Tourism Management) at SKEMA Business School on the Côte d'Azur. SKEMA is the largest of France's Grande Ecole in terms of student numbers. At SKEMA she teaches courses on digital marketing, tourism management and marketing and the tourism and business event industries.

Additionally, Mady is an accredited trainer to MPI (Meeting Professionals International) and DMAI (Destination Marketing Association International). One of her recent assignments took her to Central Asia, where she designed and delivered a training session in tourism marketing for SME tourism suppliers.

Prior to working in consultancy, Mady worked with the British Tourist Authority (BTA, now VisitBritain) for over 12 years in management positions in London, Madrid, Lisbon and Berlin. Other career highlights include five years as Head of the London Convention Bureau (LCB, now London and Partners) and a stint as Chief Executive of the British-Portuguese Chamber of Commerce in Lisbon.

At LCB, Mady was responsible for the organisation's business tourism strategy and budget, including segment and market analysis and setting sales targets. In 2000, she undertook a strategy review and restructure of London Convention Bureau that led to an increase in supplier membership and improvements in services to both members and clients, as well as contributing to the organisation gaining official visitor agency status with London's Mayor. In 2002, the Convention Bureau won UK Best Convention Bureau - Incentive Category (M+IT Awards).

In her role as CEO of the British-Portuguese Chamber of Commerce, Mady initiated and implemented a recruitment drive resulting in 10% year-on-year membership growth.

A specific highlight of her BTA career was the successful start-up and development of a BTA office in Portugal, from sole representative to fully staffed information/ marketing office.

As Manager, Central Europe, Mady designed and implemented BTA's consumer information provision strategy in the region and project managed introduction of information points at the British Council in Prague and Warsaw.

Mady speaks six European languages fluently (English, French, German, Spanish, Portuguese and her native Luxembourgish). She is a University of Newcastle upon Tyne honours graduate, holds a Diploma of Marketing by the Chartered Institute of Marketing and an Open University MBA. Mady is a former Chair of the British Association of Conference Destinations (2002-2003), and a member of MPI, DMAI, IFITT (International Federation for IT and Travel and Tourism) and SITE (Society of Incentive & Travel Executives).

Key areas of expertise

Tourism strategy and destination development / management planning; NTO/DMO business planning; Destination marketing / market planning; Conference marketing and development; Community consultation and involvement; Training for Business including Tourism Marketing training: planning and delivery.