Nancy McGrath

Nancy’s background is as a classically trained marketer. She graduated in International Business and German and worked as a Marketing Manager for Procter & Gamble in their cosmetics and fragrances division.

Nancy joined The Tussaud’s Group in 1994 as Head of Marketing for Madame Tussaud’s in London. In 1999 she was promoted to Director of Marketing for City Centre Attractions with a remit encompassing the Madame Tussaud’s attractions in the UK and abroad and the British Airways London Eye.

Key achievements during her tenure include:

  • re-positioning Madame Tussaud’s to target the domestic market;
  • growing the London business to take No.1 spot as the top attraction in London;
  • the development of the Madame Tussaud’s international brand and;
  • the launch of the British Airways London Eye, one of the most innovative and successful introductions to the attractions market in the UK in recent years.

Since co-founding Britton McGrath Associates in 2001, she has led a number of consultancy projects across the public and private sector and has had considerable experience in the London market:

  • concept feasibility and business planning for the View from the Shard;
  • business planning and capacity modelling for a proposed new Vertical Theme Park in London and China;
  • capacity modelling and feasibility analysis to support Almacantar in its planning proposal to adapt CentrePoint in London into entirely residential usage;
  • capacity planning for 20 Fenchurch Street, London including representing Land Securities in discussions with the City of London authority;
  • a feasibility study into the appeal of a new ‘taste based’ visitor experience in central London;
  • conducted an independent review of the ‘New Model’ business plan to support English Heritage’s move from a non-departmental government body into an independent charity;
  • member with responsibility for business planning on the Expert Panel appointed by the Council of Europe to advise on the Ljubljana initiative which sought to facilitate economic and social regeneration in key Balkan countries through the re-use of heritage assets;
  • developed the strategic Master Plan for Stonehenge;
  • undertook capacity modelling for Dover Castle to support the investment strategy.