Ali is an award-winning commercial consultant in the later living and hospitality sectors. She is highly skilled at increasing sales velocity and IRR through diagnosing issues, identifying sales and marketing opportunities and implementing fixes. She has nearly 30 years’ experience working on the operator, developer and investor side in leading brands including Hilton, IHG, PegasusLife and Premier Inn. She now runs her own consultancy, Commercial Acceleration where she works on projects to maximise growth levers, sales rates and profit and recently won Best Senior Living Consultancy - UK 2023.