Roberta is Sunderland's BIDs Head of Business Services, and while this is a new role, it comes at the end of almost a decade of working within the organisation.
Joining initially as an intern, Roberta’s experience and responsibilities have grown over the years, making her perfectly placed to lead in her new position.
Previously, as Marketing and Events Manager, Roberta looked after a range of large-scale events, including the Sunderland Food and Drink Festival and Sunderland Restaurant Week, along with other initiatives such as the Sunderland Gift Card.
Since Sunderland BIDs expanded to include both the Seafront and City Centre BIDs, Roberta has also been tasked with ensuring a joined-up approach to activities across both areas.
She is currently leading the Marketing and Collaboration Sunderland Workstream as part of the city’s Tourism Alliance, working closely with other key professionals from across the city.
As Head of Business Services, her responsibilities include managing the new BID team, where she promotes a culture of innovation, collaboration, and continuous improvement.
Roberta oversees the delivery of key initiatives that reflect the BID’s core principles of City Pride, City Voice, and City Promotion.
Improving engagement with local businesses and stakeholders, leading income generation strategies, working closely with both the CEO and the Board, managing budgets, and delivering communications are just some of the additional tasks that form part of this important role.
