Jules Boardman executive coaching and mentoring uk


coaching and mentoring

"Through mentoring ( and coaching where appropriate ) Jules made me recognise my strengths & helped me to address gaps in my knowledge & skill sets..."

People. Jules Boardman and his Practice Associates

Jules Boardman: Career Summary

A skilled and experienced administrator with a 35 year successful career

  • Arts administration, primarily with the National Theatre during its evolution and transfer to the South Bank complex.
  • Commercial entrepreneurialism, converting a UK start-up into a household name with a £150m gross turnover (net £25m) and circa 900 employees.
  • Executive leadership for and management reconstruction of the leading advertising and marketing agency in the live entertainment industry.

Proficient in management and HR techniques, development of vision and strategy, leadership and presentation skills, negotiation and arbitration.


2005 to date

Created jbecm following completion of Diploma in Executive Coaching taken in association with Management Futures and the Institute of Leadership & Management. Clients include executives from:Tate, Royal Academy, Barbican Centre, NESTA, Arts & Business, Teach First, Continuum, City University, CASS (London) Business School, Comme Ca Art, ECA, nmp, Creative Partnerships/Arts Council England, Ruston WHEB, GovED, Clore Leadership Programme, ACE Cultural Leadership Programme, British Council.

2002 to 2005

Invited to join Dewynters as Chief Executive by the founding Managing Director to review the entire operation and restructure the Company including:-

  • Creation of a management structure
  • Introduction of a regular management decision making forum plus strategy group.
  • Hiring of the company's first Human Resources professional and creation of HR policy.
  • Instigation of Intranet and comprehensively re-written Company Website.
  • Recruitment of PR company plus Prospecting Specialists to broaden the company's client base.
  • Recommendations for the divestment or demergering of certain company departments and subsidiaries.
  • Creation of senior employee motivation and reward system coupled with protective contracts.
  • Introduction of Business Continuity and New Technology Development plans.

1981 to 2002

Over a 20 year period, Ticketmaster grew from a one-man-band into a household name in the entertainment world and the consumer environment. The journey from initial vision to reality - unquestioned leadership in a highly competitive market - demanded or developed many personal attributes including resilience, determination, commercial acumen, personnel sensitivity and, above all, patience.

  • Co-founded Ticketmaster as start-up and UK licensee operation.
  • Designed and constructed business plan, management structure, shareholder structure.
  • Negotiated share sales to 3i and subsequently Associated Newspapers (DMGT)
  • Led negotiation team which sold the UK entity to Ticketmaster Corp (US) in 1991
  • Retained role as MD, subsequently Group MD with a remit to integrate five UK based entities
  • Oversaw acquisition of the biggest contract in the company's history (SFX/Clear Channel), doubling its size at one month's notice.
  • Designed and managed transition from Group MD to Consultant in late 2001 to late 2002.
  • Founder member of STAR (Society of Ticket Agents & Retailers), the industry's first trade association.


Progression from an entry level Front of House role under Sir Laurence Olivier to second in command of administration under Sir Peter Hall represents an enormous learning curve over 9 years. Skills honed as a result included general management (up to 300 employees), marketing, negotiation, industrial relations (3 major union disputes in the late 1970s), commercial transfers (NT productions to West End).

  • Joined the NT as House manager at the Old Vic in 1970
  • Appointed the NT's first Marketing Manager in 1973
  • From 1975, part of 3 person management team which oversaw transition to the New NT on the South Bank.
  • Appointed Head of Marketing and Deputy to the General Administrator in 1977
  • Appointed Theatre Marketing Administrator and Deputy General Administrator in 1979

The attraction of a start-up opportunity together with a desire for experience in the commercial sector combined to bring this career phase to a close.

1969 to 1970
  • Initially joined Traverse as an unpaid assistant.
  • Appointed Publicity Manager one month later
  • Areas of responsibility eventually included front of house, finance, catering, security, box office, marketing and publicity.
  • Co-wrote, cast and directed Traverse production for 1970 Fringe Festival


  • Graduate, Ashridge Marketing Course (3 weeks residential) 1974
  • Founder member of Society of West End Theatre's Marketing and London Theatre Audience Survey Committees.
  • Full Member of Society of West End Theatre representing the National Theatre (1976 to 1980)
  • Member of the London Tourist Board (1976 to 1980)
  • Member of the Arts Council Touring Panel (1978 to 1980)
  • Lecturer on Marketing at London City University
  • Founder & Council member of STAR (Society of Ticket Agents and Retailers)
  • Chairman, Normansfield Theatre Trust (subsequently trustee of Langdon Down Centre)
  • Non-executive director, English Shakespeare Company (2 years)
  • Member of Comic Relief's Business Advisory Group (5 years)
  • Member of the Board of the National Youth Music Theatre (2 years).
  • Elected Associate of the Institute of Directors (Aug 2004)
  • Summer School 2004,2005 & 2006 for the London Business School
  • Registered Mentor and Coach with Arts & Business and City University
  • Elected Fellow of the Institute of Leadership & Management 2006
  • Appointed Fellow of Arts & Business 2006
  • Appointed coach to the International Placement for Cultural Entrepreneurs scheme (South Bank/British Council) 2006, interview panel member 2008
  • Mastery in Coaching (Management Futures) course member 2008
  • Appointed as an official coach to the Clore Leadership programme 2008
  • Member of the Orange Tree Theatre Board & Finance Committee 2008 to 2012


  • Mostyn House, The Wirral, Cheshire
  • Rugby School, Rugby, Warwickshire 9 "O" levels, 2 "A" levels
  • Brasenose College, Oxford University (BA Hons 2nd Class: English Language & Literature)


Theatre, Film, Spectator Sports, Travel, Literature, Music, Golf.


From 2006 to 2011 Jules was an Associate Consultant to the executive coaching company, Management Futures. He has also been an associate of Business of Culture, the leading cultural consultancy working in the creative industries and for the specialist coaching and career advisory company, Careers in Depth.


Mary Budd - HR Expert
Heather Newill - Search Consultant
Julia Haythorn - Voice/Presentation Coach
Catherine Guelbert - Executive Coach

Jules has created a virtual practice of like-minded professionals as follows:-

Mary Budd has over 25 years’ experience of working with companies which combine the commercial and the creative. As a freelance HR director she specialises in developing HR policies and procedures which are legally compliant, but lightweight and unbureaucratic. She also acts as a professional mentor to a number of less experienced HR professionals.

On leaving Cambridge as a prize-winning History graduate, she joined Shell International as a personnel management trainee. After five years working in various specialisms, including job evaluation and systems analysis, she moved to the compensation and benefits department of the BBC. After setting up her own consultancy, she was recruited to head up the HR department of the Telegraph group of newspapers, which included the Daily and Sunday Telegraphs and The Spectator. In 1993 she set up Mary Budd and Associates, providing a range of services and HR advice to a variety of companies, primarily in the professional, media and financial services sectors.

Mary is a Chartered Fellow of the Institute of Personnel and Development. For 17 years she has been Employment Affairs adviser to the UK advertising industry through its professional institute. She speaks and writes regularly on employment issues.

Contact details:

Email: mjmbudd@aol.com

Heather Newill, Director of AEM International is an experienced search consultant specialising in placing senior personnel for the arts, entertainment and media industries. In 1997 Heather was invited by A.T. Kearney to establish the UK Arts and Non-profit Division where she built up a successful and highly regarded practice. She then moved to become Director of the Arts, Entertainment and Media Practice at Friedlander Sachs where she acquired executive talent for global entertainment corporations in addition to undertaking senior executive searches for leading not-for-profit organisations. In January 2004 Heather founded AEM International Ltd to specialise in search for the creative industries. Search assignments for Chief Executives or Artistic Directors have included: The Royal Opera House, the Edinburgh International Festival, The London Philharmonic Orchestra, The Guildhall School of Music & Drama, the Arts Council of England, The National Theatre of Scotland, the Design Museum, Disneyland Paris and Holiday on Ice.

Heather has 20 years experience herself in senior level arts management and was formerly Manager of the Royal Philharmonic Orchestra, General Manager of the Orchestra of St John’s and Festival Director of the Norfolk and Norwich Festival. Heather has an excellent understanding of the entertainment and media worlds and has extensive contacts internationally.

Heather is a Trustee of Dance East , the dance agency for the eastern region.

Contact details:

Telephone: 01728 660026

Email: hnewill@aeminternational.co.uk

Julia Haythorn Julia is a highly experienced trainer, voice coach and theatre practitioner. She studied acting at East 15 Acting School, has a BA Hons in English Literature and is a licentiate of the Guildhall School of Music and Drama (LGSM). Julia is also a certified Master Practitioner and Trainer in Neuro-Linguistic Programming (NLP). Julia combines her NLP skills and her experience of working before a live theatre audience to create communication courses which are engaging and entertaining and that achieve results. Subjects include presentation skills dealing with the media and interview technique. She provides one-to-one executive coaching on all aspects of communicating more effectively and developing confidence and presence.

Julia began her work in the corporate world designing and running actor-based team building events. Clients included Coca Cola, J.Sainsbury, Marks and Spencer and Nationwide. She also worked extensively for PricewaterhouseCoopers all over Eastern Europe taking part in role play simulations including Partner Assessment Centres and ‘Clients First’ training events.

Next she delivered training courses for the mobile phone company 3, as they prepared to launch.

Following her qualification as a voice teacher she developed her working relationship with PwC and ran courses in speech and presentation skills and one-to-one coaching on communication issues. Other companies quickly followed including Associated Newspapers, London Borough of Richmond-upon-Thames, Subway and ITV.

She also works with young people and teachers running workshops in Shakespeare, voice and theatre skills including many years as Education Director at the Open Air Theatre in Regent’s Park.

Now she continues to combine her theatrical skills with her training experience and has set up ‘Infinite Space’ a training and development company that specialises in memorable and action–packed training courses.

Contact details:

Email: julia@aninfinitespace.com

Catherine Guelbert: With 30 years experience of working in health care settings, Catherine’s focus is on business strategy and execution, organisation assessment, change management and organisation development. Establishing Aqcuity Limited in 2007, she offers a range of organisation development interventions, specialising in executive coaching, facilitation, action learning and mediation.


With a broad and deep knowledge of the health care system in the UK, she worked at operational level in acute teaching trusts in Liverpool and Manchester and as a commissioner in Liverpool, leading innovative projects in maternity and emergency ambulance services. She was an advisor to the Department of Health on commissioning and in the mid 1990’s she gained experience in PFI and capital projects, leading sensitive community engagement initiatives in South Manchester with the closure and redevelopment of Withington Hospital.


From 2001 Catherine worked in the NHS Leadership Centre and developed the NHS Top Team Leadership programme from 2001-03 as well as leading organisation redesign and executive development for the Chief Medical Officer in 2004-5. She also specialised in developing clinical engagement for the National Programme for Information Technology.

In 2002 she led the design, launch and implementation of the NHS Leadership Qualities Framework, which has established the ‘gold standard’ for leadership in the English National Health Service and wider public sector and which has been adopted to set leadership standards for government reform in the UK and internationally.

From 2005-07 Catherine was Director of OD and Leadership at South East London SHA and Director for Change at the National Patient Safety Agency, working with chief executives and director teams on organisation change and development, executive coaching, and delivery of custom designed executive leadership programmes, personal development and career planning opportunities. She worked intensively on organisation assessment and board development with Primary Care Trusts in South East London.

Catherine is known internationally for her expertise in action learning and speaks regularly at the Global Forum for Business Driven Action Learning. She is an alumnus of the Windsor Leadership Trust, a regular reviewer of applications for leadership awards and Wiley Author. Catherine consults on the design and delivery of tailored action learning programmes which aim to improve individual and team performance. She is an accredited mediator with the Chartered Institute of Arbitrators, a qualified coach and experienced facilitator.


Recent clients include: Department of Health, Cleaner Safer Hospitals Team, NHS East of England, Norfolk PCT, North East Essex PCT, Worthing Hospitals, and the Human Fertilisation and Embryology Authority


Key partner relationships are with Panthea Strategic Leaders, Adapt Development Consultants, Executive Development Consultants and Savile PLC

Contact details:

Telephone:07976 352 003

Email: catherine@aqcuity.co.uk