Leading UK-based golf break company Your Golf Travel has announced seven major new appointments to its leadership team following a period of unprecedented growth and technological advancement.
Keith Francis, the company’s Group Managing Director since 2021, has been promoted to UK CEO with immediate effect. His focus will be building on the multiple high growth initiatives by leveraging successful digital, brand and connectivity strategies, in particular online and app development. Keith will spearhead the sales and service tailormade teams and drive key projects to augment travellers’ experiences.
Stephanie Crudgington joins from high performance motor vehicle manufacturer Gordon Murray as Group Chief People Officer. She will focus on developing and implementing a new comprehensive group people strategy aligned with business goals, covering resource; employee lifecycle; DE&I; reward; engagement, and Learning & Development.
Al Strang has joined YGT as Chief Marketing Officer, fresh from spearheading marketing at LIV Golf and Sport England. Strang will focus on enhancing brand performance, reputation and elevating YGT’s presence globally alongside new media partners.
Dominic Warne has been appointed Chief Commercial Development Officer. Formerly of Callaway Golf and marketing Director of West Indies Cricket, Warne will be driving new partnerships to build on existing relationships with partners including England Golf, Peter Millar, Loch Lomond as well as the golf industry and its professionals.
Richard Smith was appointed Head of Online Contracting and Product Planning. Having previously pioneered new offerings at Secret Escapes and Camping.com, Smith will use his extensive expertise to expand YGT’s product portfolio to delight golfers all over the world.
Alison Candlish has been promoted to Chief Customer Officer following her success with YGT as head of transformation working closely alongside Sales Director Tommy Eatenton. She previously worked as head of IT delivery at Travelopia and head of selling systems and call centre management at TUI.
Caroline Norris recently joined as Director of Operations and Service Delivery from Holiday Taxis where she will head up and lead on new investments in customer journey and service.
Your Golf Travel co-founder and Executive Chairman Ross Marshall
Speaking about his new role and the growth of the business, Keith Francis said, “I’m thrilled to be able to fully dedicate my attention to YGT as its new CEO. The recent successful investment event in our sister company, allows me to focus on it entirely to drive our ambitious and planned further expansion. We’ve seen record growth over the last three years since the pandemic and we are now perfectly positioned to deliver even more incredible experiences for golfers around the world, both on and off the fairways.
“My primary goal is simple: to be obsessed with ensuring our customers receive the very best service and experiences in golf travel. The golf industry is booming, attracting a new, tech-savvy generation, and we are uniquely positioned to innovate and grow by blending our team’s long-standing experience with all the fresh talent we’ve recently brought on board.”
Ross Marshall, Executive Chairman and co-founder of YGT, added: “These new recruits strengthen our senior leadership that includes Mark Thompson (CIO), Andrew Smith (CCO), Tom Oliver (CFO) and founder member Oliver Gunning (CDO), who will all be instrumental in shaping the future. We plan to continue investing in our team and are fully committed to talent development with a real focus on staff retention, ensuring employees are fully motivated and well equipped with the necessary skill sets to adapt to changing technology and our expansion into new International markets and territories.”
