A senior commercial leader with over 25 years of experience across hospitality, leisure and tourism.

At Beacon Purchasing, Best Western Hotels’ supplier consortium, Diane led sales and marketing, transforming an in-house purchasing function into a market-facing brand. Working with 150+ supplier partners and 2,000+ hospitality buyers, she expanded Beacon beyond Best Western into independent hotels, regional groups, leisure, tourism and healthcare, helping operators improve profitability through negotiated pricing, e-procurement and supply chain simplification.

Passionate about sustainable business, Diane spearheaded an award-winning CSR programme and created a supplier-integrated platform that made sustainable purchasing more visible and accessible for hospitality buyers, earning industry recognition, including a Shine Award and Caterer Technology Innovation award.

Internationally, she repositioned hospitality businesses for hotel groups in Pakistan and Qatar. At Hashoo Group, she led revenue marketing across 22 properties and launched the mid-market brand Hotel One; at Aura Hospitality, she led brand and marketing across 40+ HNW-backed restaurants at Mall of Qatar.

Most recently, Diane led marketing at national property company Lomond, where she helped shape a fast-growing, LDC-backed network of 14 founder-led regional brands. With executive board exposure and responsibility for a £2.3m budget, she delivered the group’s master brand, built the central services team, integrated acquired businesses and developed cross-sell strategy across sales, lettings, financial and insurance services.

She also runs DWL Marketing Consultancy and is a Certified StoryBrand Guide, MCIM and an invited Fellow of the Royal Society of Arts.

Diane joins Buell as Director, South.