In-Market Sales Representation

Success in securing international conventions and meetings is highly influenced by relationships established in-market. It’s often not viable for most destinations to establish dedicated offices in-market. GainingEdge can help deliver a destination or CVB presence in its key target markets on a scalable basis, from part time to dedicated full time sales and business development resources. GainingEdge is the only representation company that operates globally – with sales people in all major markets representing clients from all parts of the world.

These representatives would be sales focussed with clearly defined targets, and key roles can cover the following: Lead generation; Bid research and presentations; Trade show attendance; Sales missions; PR and Media; and Client relationship management.

With a global network of business development people based in UK, Australia, Singapore, China, Sweden, India and the USA, GainingEdge currently provides in-market sales representation to Best Cities Global Alliance, South Africa, Malaysia, Tokyo and Guadalajara.

Team Members

  • Mike Williams

    Mike Williams - Senior Partner & Consultant

    Mike is a destination and convention and visitor bureau specialist with 30 years’ experience in the tourism and business events industry. Since joining Gaining Edge in 2007 he has been a lead consultant on destination and convention bureau development for clients in Australia, Africa, China, Japan, Macao, Malaysia, Qatar, Rwanda, South Africa, South Korea, Thailand, United Kingdom & USA. Mike was the lead consultant for establishment and capability strengthening for the Malaysia Convention and Exhibition Bureau. This project included the collaboration with a university and research company to undertake an economic impact study and exhibition industry opportunity study. Mike was also deeply involved in bureau development programmes in Japan, Macao and Thailand. He has also been providing consultancy support for convention centre developments around the globe, including a number within the Asia Pacific region. In addition, Mike oversees GainingEdge's in-market sales representation.

    Mike served as General Manager Sales & Marketing for the Melbourne Convention & Visitors Bureau. During his tenure, he was involved in the National Business Events economic impact study and Melbourne Delegate Expenditure survey in collaboration with a university and research company. He also worked in senior marketing roles with Tourism Australia helping establish their presence in the Asia market and overseeing travel trade development in the United Kingdom and Ireland. Mike was instrumental in the development of AIME, the largest MICE trade show in the Asia Pacific and the world’s first BestCities Global Alliance which includes Singapore as a partner. Mike is also a past Victorian State Chair and National President of Meetings and Events of Australia (MEA).

    Email Mike Williams

    Mike Williams

    Senior Partner & Consultant


  • Esther Ng

    Esther Ng - Business Development Manager- South East Asia

    With close to 25 years’ experience in the tourism, hospitality and business events market Esther joined the Travel Industry as Corporate Sales Manager handling bids for Business Event, Incentives and Leisure travel and was also operationally involved in the event management.

    During this time Esther secured an extensive network of multinational clients within South East Asia. She is a meticulous organizer and believes good service comes from a humble altitude and not just strict performance of a duty.

    In 1998 Esther set up her own company representing hotels in SE Asia and Australia seeking to create more market awareness specifically on Business Events and Incentive Travel targeting the Travel Industry and Corporate companies in Singapore and Malaysia.

    With her destination and hotel knowledge, Esther is also a MICE consultant for Multi National Corporate companies. She manages their Annual Conferences mostly in SE Asia and China. Her main clients are from the IT Software Companies and average group size of 50 to 200 participants.

    With her passion in people relationships and providing good service she now spends her free time mentoring the young joining the hospitality industry. Esther has a certification as an ACTA trainer (Advance Certificate in Training).

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    Esther Ng

    Business Development Manager- South East Asia


  • Faye Langley

    Faye Langley - Business Development Manager

    Faye joined GainingEdge in March 2010. Faye’s projects include primarily representation and business development consultancy for a variety of GainingEdge’s clients. Faye is also the project manager for the GainingLeads Exchange whereby GainingEdge clients are encouraged to exchange bid intelligence with each other.

    Previously, Faye has provided clients with training, research and business development consultancy in numerous regions throughout the world. She is an experienced business development manager working with convention bureaus, venues and professional conference organisers.

    Prior to joining GainingEdge she served as the Business Development Executive, in the international sales team at the Sydney Convention and Exhibition Centre. She was responsible for helping and encouraging national and international associations to bring their conferences to Sydney. Earlier in her career Faye worked in the sales team at the Melbourne Convention Bureau (formerly Melbourne Convention + Visitors Bureau).

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    Faye Langley

    Business Development Manager


  • Jane Cunningham

    Jane Cunningham - Business Development Manager

    Based in Stockholm, Jane joined GainingEdge December 2009 and has been doing Business Development for BestCities Global Alliance since then. Before joining GainingEdge Jane was the Sales Director for Congrex UK, an international professional conference organisation. Prior to that, she spent five years at the EICC (Edinburgh International Conference Centre) in Association Sales. Before returning to Scotland Jane worked in Dubai for Le Meridien Hotel as a Sales Manager.

    Jane studied French, Italian and Tourism and after college she spent a number of years overseas working in the hospitality and tourism industry. She was an active member of ICCA and was on the ICCA UK & Ireland committee.

    Jane has a passion for networking and connecting people, not to mention promoting the impact that conferences have on a destination and how collaboration can result in positive outcomes globally.

    Email Jane Cunningham

    Jane Cunningham

    Business Development Manager


  • Dennis Campbell

    Dennis Campbell - Senior Manager - Sales Support

    Dennis Campbell held numerous posts in the aviation and tourism sectors as the operations director of a general aviation firm, key sales/marketing management position at Southwest Airlines, as Vice President of the Albuquerque Convention & Visitors' Bureau, and General Manager of the New Mexico State Fairgrounds operations (5th largest in the USA). During his tenure in the travel and hospitality industry, he (and the Convention & Visitor’s Bureau) were awarded the Marketer of the Year award (1991 New Mexico Chapter of AMA) and honored with a "Dennis Campbell day" via Mayoral Executive Order (1996) for record contributions to economic impact through tourism and convention development, the only tourism official in Albuquerque, NM to receive such recognition to date.

    As a Senior Associate at GainingEdge, Dennis specializes in our convention (MICE) bid coaching training modules and as a speaker and workshop facilitator for MICE related topics.

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    Dennis Campbell

    Senior Manager - Sales Support


  • Lesley Williams

    Lesley Williams - Business Development Consultant

    Working in international sales and marketing for over 25 years, Lesley Williams has headed up the Business Tourism arm of Marketing Edinburgh, for the last 7 years before joining GainingEdge.

    Leading 8 specialists in the Convention Edinburgh team, Lesley’s priority focus was to source and secure successful bids for international and national conferences for Edinburgh, the result of which saw Edinburgh rise to 27 in the ICCA World Rankings.

    Very active in Scottish business tourism industry, Lesley sits on a number of committees focused on raising the profile of Scotland as a world leading conference destination. This included an active role as both Committee member and Chair for two years, in the creation of the Annual Business Tourism for Scotland, a conference that attracted over 300 industry professionals.

    Lesley participates fully in the wider tourism arena sitting on international tourism committees. She is currently Chair of ICCA UK and Ireland Chapter where her aim is to ensure ICCAUK&I grows from strength to strength and continues to deliver for its members through an inspiring education programme and through business development opportunities.

    Previous experience includes business development for international hotel chains and prestigious caterers and eight years as Director of Sales at the Edinburgh International Conference Centre (EICC), playing a key role in taking EICC into operational profit in 2003 through the development of key international and national association and corporate business.

    With Edinburgh being a founding partner of the BestCities Global Alliance, Lesley plays an active part in the alliance helping shape strategy and business development.

    Email Lesley Williams

    Lesley Williams

    Business Development Consultant

    United Kingdom