Welcome to Yorkshire announces two new appointments


Home Welcome to Yorkshire announces two new appointments

Welcome to Yorkshire announces two new appointments

The destination management organisation of England’s largest county, Welcome to Yorkshire, has made two key appointments to enhance its commercial partnerships and digital marketing teams.

Natalie McGuire has been appointed Head of Commercial and Faye Oakey joins as Head of Digital Marketing & E-Commerce.

Welcome to Yorkshire announces two new appointments

Natalie joins the organisation from Swim England and a career predominantly in leisure, most recently working for the national governing body to support the leisure sector in growing business, improving social impact and creating sustainable, fit for purpose facilities that support local demographics.

Born on Army barracks in Ripon, Natalie has a long background in sport, both as a participant and as a member of the workforce, specialising in commercial activity, business growth and strategy development.  A keen swimmer, she is passionate about experiences that improve mental and physical health for the consumer, however her professional passion is delivering and developing sustainable strategy that not only drives commercial income but ensures positive environmental outcomes.

Natalie explained, “The responsibility of an NGB, similar to that of a DMO, is wide-ranging but its power lies within the community built around a shared purpose, vision and ethos.

“I am thrilled to be bringing the knowledge, experience and passion I have developed from working across private and public leisure to Welcome to Yorkshire. I truly believe that the collaboration, partnerships and synergies, facilitated by Welcome to Yorkshire, provides an amplified voice for positive change and something that I am incredibly excited to be part of.


Meanwhile, Faye Oakey joins the organisation in a newly created role as Head of Digital Marketing & E-Commerce to drive Welcome to Yorkshire’s online strategy and help to evolve the organisation’s external voice, to ensure our message and expression are adaptive and on point for each market.

Prior to joining Welcome to Yorkshire Faye has worked in international travel and tourism for nine years, most recently at Leeds Bradford Airport. Having worked with worldwide airline and concession brands to market to a regional audience, as well as nationally and worldwide, bringing her expertise in digital and e-commerce as well as marketing, communications and commercial, her experience will be a valuable addition to the organisation. 

Faye said: “I can't think of a better time to join the Welcome to Yorkshire team as the industry reopens to domestic and international tourism. I'm delighted to have the opportunity to market God’s Own County as a vibrant, diverse, stunning destination. We have amazing and surprising experiences to offer, I can't wait to bring them to online audiences."

Welcome to Yorkshire’s chief executive James Mason said: “We are delighted to welcome Natalie and Faye to the team. Over the past eighteen months, Welcome to Yorkshire has overcome significant internal and external challenges and these two appointments are another chapter in our new direction.

“On the commercial side Natalie brings expertise to create and implement new initiatives that will keep our members and stakeholders informed in unique and exclusive ways. Faye, meanwhile, will be working to elevate the online brand positioning of Welcome to Yorkshire for the benefit of the entire organisation. Together as a team, as we move through the various stages of tourism’s recovery, our work will be instrumental in creating and evolving Welcome to Yorkshire’s commercial goals for growth, which in turn will bring continued value to the organisation and the county’s destination appeal.”

“Our aim is to develop the destination’s offering and provide an even stronger competitive edge that attracts visitors to Yorkshire in the first place. We’re building a new team with a common goal that will drive commitment and engagement from our members, higher sales for our partners, and ultimately greater satisfaction for domestic and international travellers.

Yorkshire is the largest county in the country and home to seven major cities, a stunning coastline, world-class dining, arts, heritage and educational facilities, while also offering a desirable lifestyle combining countryside, coastal and urban experiences within close proximity. Welcome to Yorkshire’s strategy promotes the county as a place welcoming of diversity, inclusivity and accessibility as well as being the ideal place to Visit, Live, Work & Study.

Connect with Natalie McGuire:
E: [email protected]
LinkedIn: https://www.linkedin.com/in/natalie-mcguire-1659671b/

Connect with Faye Oakey
E: [email protected]
LinkedIn: https://www.linkedin.com/in/fayeoakey/


Welcome to Yorkshire is the official destination marketing organisation for Yorkshire, working to grow the county’s visitor economy.

Welcome to Yorkshire is a not-for-profit membership organisation, funded in part by grants, sponsorship and Welcome to Yorkshire members. All money raised is reinvested directly back into promoting Yorkshire.

Key facts include:

Tourism in Yorkshire pre-pandemic was worth £9 billion annually

The county’s tourism and hospitality industry pre-pandemic employed almost 225 thousand people

  • Tag Welcome to Yorkshire in any coverage on Twitter and Facebook using our handles: @welcome2yorks and https://www.facebook.com/welcometoyorkshire
  • Welcome to Yorkshire has an annual social reach of circa 20 million engagements and a global brand reach of over 23 million.

    Welcome to Yorkshire:

    Twitter: @Welcome2Yorks (271k)

    Facebook: @welcometoyorkshire (160k)

    Instagram: @welcometoyorkshire (80k)


Free Welcome to Yorkshire images: https://industry.yorkshire.com/archive/resources/free-image-library  - Username: Media Password: MZHB9LPa5vA8


For further information contact: Carolyn Nicoll – Head of Communications and Editor of This Is Y  E: [email protected] M: 07719 673029


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