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Restaurant Associates Group has promoted Natalie Hulme to its executive team following her work leading the company’s strategic accounts division and client retention programme.
Hulme was appointed director of strategic accounts last year and oversees a team dedicated to managing long-term client relationships independently of day-to-day hospitality operations. The division focuses on developing retention strategies, analysing client feedback and supporting long-term account growth.
Over the past three years, the business has retained more than £500m worth of strategic account contracts, with more than 70% of clients renewing their agreements before reaching the formal re-tender stage.
Alongside client retention, Hulme has helped develop the group’s commercial capabilities through operator training, mentoring initiatives and her involvement in parent company Compass Group’s NextGen commercial talent programme.
Looking ahead, she plans to introduce an embedded partnership model that will integrate the strategic accounts team throughout the entire client lifecycle, with greater involvement in business reviews, client engagement and long-term planning.
Hulme said: “The team sits independently of day-to-day service delivery, which means we have the time and headspace to really listen, ask questions, and bring in insight from across our sectors, our experts, and the wider market. We take the time to understand what matters most to each client, what success looks like for them now and in the future, and we translate that into a clear plan that our operations teams can deliver against. For clients, it gives them continuity, honesty, and a partner who is thinking ahead.
“We become involved much earlier in client relationships and run structured business reviews and listening sessions as the backbone of every account. We use what we hear to shape ideas and innovation, rather than waiting for a contract renewal or re-tender process. More than seven in 10 of our clients choose to renew with us early, before going to market.”
