Jemma Cross Director of Sales and Marketing, Maldron Hotel Newcastle
What were your career ambitions growing up?
From a young age I wanted to do something with science, Briefly a vet, then a dentist…And then I did a degree in Forensic science during which I started bar work to fund it and instantly fell in love with hospitality. Childhood me would never have seen me where I am now! But I can’t ever see myself working in another industry. There aren’t many places where you get the chance to make someone’s day every day.
Tell us about your current role and what do you most enjoy?
I’m currently Director of Sales and Marketing at the Maldron Hotel Newcastle. I’ve been here since pre-opening in 2018 and I absolutely love it. I’m so passionate about Newcastle as my hometown and couldn’t think of anything better than introducing a new 4* property to it. I think my favourite thing is the variety of the role. I always tell people hotels are so great because no day is ever the same. I can be visiting clients, prospecting new business, attending trade shows, designing marketing campaigns, and even the odd shift as Santa’s elf at Christmas. Add that to the fabulous team that we have here on site and it’s a thoroughly enjoyable role.
What is your proudest business achievement?
I would say probably coming out of Covid strongly, we only opened December 2018 as a new brand to the city and in fact the country. We were the first Maldron Hotel in mainland UK, so the first year was a lot of work getting the brand out there, getting people in to visit and building relationships. To have that come to a stop after year one was extremely challenging. But I’m not one to shy from a challenge and kept in touch with most of our bookers over lockdown, looked at new business streams and as a result had a really fantastic corporate year in 2022.
How has your industry evolved in the last decade and what changes do you see in the next decade?
Hospitality is ever evolving, it’s part of the reason I love it. There’s a fine balance between the core heart of the industry – delivering personalised service, and keeping up with the expectations of the consumer. The world is getting so much more digital, and you have to find a way to embrace the changes whilst not losing the personal touch. If we look at all the advances in just the check in element of hotels – Self service kiosks, checking in online, key cards on your phone, it’s fascinating I can only see that side of it evolving further to be honest. Our hotel is currently trialling the uk’s first Bulter Bot, a room service robot. Now in other countries this is standard so I can see them moving into the UK. We are very clear though as both a hotel and a wider company that these technological advances will never replace people. They are simply there to enhance both the staff and guests experience. It’s all super convenient doing everything from your phone but I don’t think you can beat a little personal interaction.
What are you currently working on?
We’re really focussed this year on growing our food and drink market. Our Grain & Grill restaurant is amazing, loads of space, big screen for sport and the outdoor courtyard (for our very well know Newcastle summers hehe). We’ve just launched the new menu which is amazing and have some new packages coming out for Baby showers and Birthday parties. We’ve got some great events coming up for Mother’s Day and Easter Sunday too. It’s really the side of the business that the local market can really benefit from. The don’t necessarily need a hotel room but they can still enjoy some Maldron Hospitality so we’re focused on getting that knowledge out there.
Tell us about the team you work with?
The are the best in the world, no question! It’s the biggest support framework, we are all cheerleaders for each other. Yes, we are separate departments but we operate as one Team. Breakfast is busy? Down come the office team to help. Housekeeping need a hand, Restaurant staff are up there in a flash. Props to our GM Anna who has created this culture from the very beginning. I think the fact that we still have a lot of the original staff here is testament to the working environment.
What is the best piece of business advice you have been given?
Never give up on a bad day. I think I’ll carry that with me forever, personal life as well. I do love what I do, but that’s not to say I never have a bad day. Sales can be relentless at times. Even as a positive person it’s hard to take rejections, that’s a learned skill. Realising that there will always be the odd bad day, that doesn’t mean tomorrow will be the same, has served me well over the years. We can all rationalise and plan better with a clearer head.
Where do you see yourself in 10 years time?
Still thinking I’m 21! Ha ha. In a business sense I think I’d like to be doing something involving coaching or training, whether that be managing a multi-site sales team or having my own business offering sales training to companies. I’ve been in this industry 20 years, and the knowledge I’ve picked up is vast. to companies. At the very beginning of my sales career, I attended a training session on recruitment and the trainer said “what’s the point in gaining all of this experience, if you don’t get to pass it on to people”. I’ll still be here though, my heart is in the North East so as much as I travel, I’ll always come home.
Who would be your four ideal dinner guests, alive or dead?
I’d have my maternal Grandad, Victor. He died before I was born but hearing my mum talk about him, I think we would have been the best of friends. I’d have the Obamas; I feel like as a pair they’d bring great atmosphere and wouldn’t get annoyed with what I’m sure would be incessant questions. And Elton John, mostly because in my mind he’s created the ultimate marketing campaign in creating the persona that’s made him a global superstar, but also a little bit so we can have a good old sing sound round the piano after dinner.
How do you unwind outside of work?
Well I have four children so not much unwinding going on at home! We do like to get out exploring as a family. I think a couple of hours at South shields beach is good for the soul. My husband is from Saltburn so we get the bonus of visiting that amazing beachfront too. For myself I do like to run, although I am a bit of a lapsed runner at the moment. I find it to be excellent headspace. Headphones in, a bit of 80’s pop or 90’s dance and I’m fully refreshed when I get back.
Favourite Book and Boxset?
All my friends are Superheroes by Andrew Kaufman. My husband bought it for me 16 years ago and I read it at least twice a year every year. It’s a gorgeous quirky love story that’s not really a love story and is all about knowing your personal superpower. Box set wise, I would have to say Parks and Recreation. I can watch it time and time again and still laugh and still cry. I strongly believe if everyone was a bit more Ron Swanson, the world would be a better place!