Specialisms
I specialise in the following areas:
- Consultation Support
- Leadership Coaching
- Transformation/Change Management
James Burrell-Cook is a strategic tourism and hospitality leader with over 35 years of experience spanning aviation, hospitality operations, tourism, public office, and civic leadership.
Following a 22-year career with British Airways as Cabin Services Director, where he led large teams in safety-critical environments delivering world class service, James transitioned into hospitality entrepreneurship. In 2018, he took ownership of The Queen Victoria, Maldon, transforming a struggling, underinvested rural pub into an award-winning, community-led destination venue through disciplined financial management, cultural reset, and customer-service excellence.
He later acquired The Maldon Smokehouse, leading its redevelopment and repositioning while safeguarding employment and introducing a renewed food-led identity.
Alongside his commercial leadership, James serves as Chairman of the Maldon District Tourism Group, Advisory Board Member for Visit Essex, District and Town Councillor, and Chair/Trustee across several civic and cultural organisations. His work aligns tourism and economic growth, governance, heritage, and community development to deliver measurable economic and social impact.
Key Strengths/Area of Expertise
- Strategic Tourism Development & Destination Leadership
- Hospitality Business Transformation & Turnaround
- Public Sector Governance & Advisory Board Experience
- Financial Oversight & Commercial Performance Management
- Stakeholder & Partnership Engagement (Public, Private & Voluntary Sectors)
- Community-Led Economic Growth Initiatives
- Operational Safety, Compliance & Risk Management (NEBOSH Qualified)
- Customer Experience & Service Excellence Leadership
- Peer-to-Peer Mentoring & Hospitality Sector Support
- Change Management & Organisational Restructuring
Professional Qualifications
- NEBOSH National General Certificate (NGC1–3)
- Member – British Institute of Innkeeping
- Member – CAMRA (Campaign for Real Ale) Previous chair of local branch
- Elected District Councillor (Public Office) and Co-Opted Town Councillor
- Multiple courses on
- Food hygiene management qualifications
- First Aid
Testimonials/Case Studies
The Queen Victoria, Maldon – Business Transformation
Inherited a pub affected by long-term underinvestment and reputational challenges. Through operational discipline, strong governance, customer service reform, and community engagement, the business achieved sustained profitability and sector recognition. The turnaround secured a six-figure brewery investment for major expansion and repositioned the venue as a leading Essex destination and community hub.
The Maldon Smokehouse – Strategic Acquisition & Stabilisation
Acquired a declining heritage hospitality venue during sector-wide financial uncertainty. Delivered investment-led renewal, safeguarded 30 jobs during major refurbishment works, and repositioned the brand with a differentiated seafood and smokehouse proposition. Currently progressing phased redevelopment and architectural planning to support long-term growth.
Notable Achievements/Value Added (Bullet Points):
- Transformed a failing rural pub into an award-winning destination venue
- Secured six-figure capital investment following operational turnaround
- Protected 30 hospitality jobs during COVID lockdowns, refurbishment and sector volatility
- Launched the Saltmarsh Coast Walking Festival as a new district signature event
- Led governance redesign and structural reform of Maldon District Tourism Group
- Development of a new district destination website and guide
- Contributed to county-wide tourism strategy via Visit Essex Advisory Board
- Delivered COVID-era adaptive business models supporting community resilience
Relevant Sector Knowledge
- Tourism Strategy & Destination Marketing
- Rural & Community Pub Operations
- Food-Led Hospitality Development
- Licensing & Regulatory Frameworks
- Health & Safety Compliance
- Public Sector Decision-Making & Scrutiny
- Volunteer & Trustee Governance
- Heritage, Cultural & Event Programming
- Hospitality Staffing & Retention Challenges
- Economic Development & Visitor Economy Growth
- Training/Coaching Programs/Workshop offers (If Relevant) (Bullet Points):
- Delivered training programmes for British Airways in both safety, customer service and compliance.
- East Suffolk Council on Workshop facilitation for SZC event.
Availability
Adhoc support/Short term/Long term
Useful links
LinkedIn Profile:
www.linkedin.com/in/jamesrobertburrell
Website Link:
https://www.queenvictoriamaldon.co.uk
https://www.maldonsmokehouse.co.uk/
Other Useful Links: