Managing Executive – Adventure Travel

About the Position

• The Managing Executive will assume full strategic, commercial and operational responsibility for the adventure travel business unit.
• This is not a business-as-usual leadership appointment. The successful candidate will be entrusted with a significant three-year transformation mandate aimed at repositioning the business, modernising its distribution model and delivering sustainable commercial growth.
• The role requires an executive who can protect and expand existing trade relationships while developing a substantial direct-to-consumer revenue channel. The successful candidate will also be responsible for product innovation, digital transformation, customer experience, operational excellence and the development of a high-performing leadership team.

Key Strategic Mandate The Managing Executive will be expected to:

• Develop and implement a comprehensive three-year business transformation strategy.
• Shift the business from a predominantly trade-led model towards a stronger and more balanced direct-to-consumer model.
• Protect and grow existing business-to-business revenue while reducing overall dependency on trade distribution.
• Reinvent and segment the product portfolio according to different traveller profiles, age groups and travel preferences.
• Re-establish the brand as a leading authority in African adventure and expedition-style travel.
• Diversify the organisation's international source markets.
• Increase passenger volumes and deliver growth above general market performance.
• Strengthen the organisation's commercial position through product differentiation, digital capability and premium customer experiences.

Key Responsibilities Strategic Leadership and Business Transformation

• Develop, present and take full ownership of the three-year transformation strategy.
• Translate the approved strategy into measurable commercial, operational and organisational objectives.
• Lead the transition from a predominantly business-to-business operating model towards a stronger direct-to-consumer architecture.
• Protect existing trade relationships while introducing new consumer-focused distribution channels.
• Identify and evaluate adjacent growth opportunities, including specialist tourism products, eco-lodges, exclusive experiences and proprietary tourism assets.
• Establish strategic partnerships with conservation organisations, non-governmental organisations, technology providers and relevant brand partners.
• Represent the business at international trade events, investor engagements, industry forums and media opportunities.

Commercial Growth and Financial Management

• Assume full accountability for the business unit's profit and loss performance.
• Develop and execute commercially sound growth strategies with clearly defined return expectations.
• Lead annual budgeting, forecasting, financial reporting and capital-allocation processes.
• Design and implement a consumer-acquisition strategy across website, search engine optimisation, email marketing, paid digital advertising and social media.
• Develop partnerships with international direct-booking and travel-distribution platforms.
• Lead the transition from discount-driven trade pricing towards premium, value-based consumer pricing.
• Develop meetings, incentives, conferences, events and private-departure offerings as complementary business-to-business revenue streams.
• Grow absolute trade revenue while increasing the contribution generated through direct consumer bookings.
• Monitor market trends, competitor activity, margins, conversion rates and customer acquisition costs.

Product Development and Customer Experience

• Lead the redesign and segmentation of the organisation's adventure travel portfolio.
• Develop products aligned with different age groups, travel styles, budgets and customer expectations.
• Ensure that the organisation remains at the forefront of expedition-style and exceptional African travel experiences.
• Implement formal customer feedback and Net Promoter Score processes.
• Use customer insights to drive continuous product improvement and innovation.
• Elevate the quality, authenticity and customer-facing role of guides.
• Ensure that every product delivers a consistent, safe and memorable customer experience.
• Oversee vehicles, lodges, campsites and other operational assets from a strategic capital-investment perspective.
• Prioritise investment in assets that support premium growth, exclusivity and product differentiation.

Digital Transformation

• Lead the development and implementation of a best-in-class direct-booking platform.
• Introduce travel-style personalisation and a more customer-friendly digital booking journey.
• Build and maintain a comprehensive customer relationship management database.
• Strengthen direct relationships with customers and reduce structural dependency on third-party trade channels.
• Lead the organisation's social media transformation across relevant platforms.
• Develop audience-specific content strategies for younger adventure travellers as well as mature, purpose-driven travellers.
• Use data analytics to understand customer behaviour, booking patterns, conversion performance and repeat-purchase potential.
• Ensure that digital marketing investments are measured against clear commercial outcomes.

People Leadership and Organisational Culture

• Build and lead a capable, accountable and high-performing executive and management team.
• Assess the existing organisational structure and identify capability gaps.
• Recruit, develop, reassign or restructure roles where required to support the transformation strategy.
• Establish a culture that is customer-focused, commercially disciplined and informed by market intelligence.
• Ensure that leaders and employees remain aware of competitor developments, customer trends and emerging adventure-travel categories.
• Lead transformation and change-management initiatives with clarity and sensitivity.
• Secure employee support for the new strategic direction while addressing resistance constructively.
• Establish clear performance expectations and hold leadership teams accountable for delivery.

Governance, Compliance and Stakeholder Management

• Operate within the organisation's governance, financial-control and reporting frameworks.
• Maintain all required safety standards, operating licences and industry accreditations.
• Ensure compliance across all jurisdictions in which the business operates.
• Oversee operational risk, traveller safety and field logistics.
• Provide monthly executive reports and periodic board-level updates on transformation progress and key performance indicators.
• Manage senior stakeholder relationships across the broader group, trade partners, source-market agents, conservation partners and industry bodies.

Requirements

Minimum Requirements

Applicants must meet the following requirements

• A relevant tertiary qualification in Business, Commerce, Tourism Management or a related discipline.
• A relevant postgraduate qualification would be advantageous.
• At least 10 years' experience within adventure travel, experiential tourism or a directly comparable experiential consumer business.
• Overland, safari or African tourism operational experience would be highly advantageous.
• A minimum of five years' experience in a General Manager, Managing Director, Managing Executive or equivalent executive leadership position.
• Proven responsibility for full profit and loss ownership.
• Demonstrated experience leading a business through meaningful strategic transformation.
• Proven experience building, launching or materially scaling a direct-to-consumer revenue channel.
• A strong track record in digital transformation, digital acquisition and booking technology.
• Commercial knowledge of digital marketing metrics, including customer acquisition, conversion, retention and return on investment.
• A deep understanding of Southern and/or East African ope