Our Team

Ruth is recognised as a leading practitioner in the regeneration field. She specialises in developing partnerships from the ground up, guiding embryonic partnerships through successful BID ballots and onward to become sustainable BIDs delivering tangible results.

She has vast experience of managing teams and achieving impressive outputs, managing the Primera team which recently steered the Cheapside Initiative to a successful BID ballot. She has also spearheaded three other successful BID ballot campaigns in Central London – Baker Street, Victoria and Northbank. She travels widely, in particular to the US and Europe, to learn best practice. She also speaks frequently at industry events.

Austin has a strong track record in all aspects of BID development, advising on the formation of numerous BID models delivering tangible results to meet the needs of business.

He also has extensive experience of stakeholder engagement, having been involved in the ballot phase of many of the successful BID campaigns managed by Primera. He has managed teams and has a proven ability to deliver required outputs to tight deadlines.

Kate is a PR specialist with almost 20 years experience working for corporate and consumer clients, in both the public and private sectors. She works across the Primera portfolio.

Prior to joining Primera, Kate ran her own consultancy to enable her to focus on her particular specialism of placemaking, having worked on a number of regeneration projects over the years. Previously Kate worked for leading PR agencies for many years working on projects including King’s Cross Central, the opening of High Speed 1 and St Pancras International.

Kate started her career in the public sector, including over three years working at the Department for Communities and Local Government (DCLG), advising the Deputy Prime Minister John Prescott, Nick Raynsford and latterly, the former Housing Minister Yvette Cooper on communication issues.

Nicki has worked with Ruth for seven years. She has considerable experience and knowledge of BIDs, having worked from the inception stages, through the ballot process and into delivery of many successful BIDs, including Victoria, Cheapside, Hatton Garden, Richmond and the Old Street Partnership. She also manages the Primera office, staff and numerous BID events, working on reballots, achieving significant business engagement and ensuring that partnerships add real value to their area.

After receiving a BA in Art History from Leeds University in 2008, Zoe worked for Camden Town Unlimited and Paddington Waterside Partnership. After a couple of years, she decided to take a year out in Vietnam, where she worked as an English teacher in Ho Chi Minh. Since returning, she has worked for Primera for over five years as a project manager for BIDs and business partnerships across London. Zoe now works exclusively with The Aldgate Partnership, and hopes to oversee the transition of TAP to a fully fledged BID, following a successful ballot in 2020.

Claire joined Primera in 2014 and leads the day-to-day running of the Cheapside Business Alliance (CBA), the City of London’s first BID. She also works with the Victoria BID, one of London’s largest and most well-established BIDs, where she focuses on stakeholder and member engagement, and events.

During a career spanning more than two decades, with experience working for corporate businesses, local authorities, retail companies and PR agencies, Claire has developed a valuable and varied set of skills. Highly organised and driven, she has been responsible for £1m-plus budgets, the operational delivery of business plans and devising and implementing high-profile events. Her outstanding communication and interpersonal skills enable her to engage and motivate a range of stakeholders and develop valuable partnerships.

After receiving a Master’s Degree in Social Policy and Criminology, Sarah began her career in the social aspect of Criminal Justice working with such agencies as the probation service and courts. Since that time Sarah went on to qualify as a crime prevention design adviser which saw her work with many Business Crime Partnerships in the Midland’s. This led her in to the world of BIDs. She joined Primera in 2017 after being the Chief Executive of the Mansfield BID for 6 years. She has a wealth of experience in BID management from operational to strategic direction. Sarah’s role spans the breadth of Primera’s many projects; she oversees our project managers at Hatton Garden, Hampstead, TAP, Harley Street and Long Acre.

Marcos Gold is the BID Manager for the Hampstead Village Business Improvement District, established in September 2016 with a 5-year commitment to improving the Village’s trading environment through a variety of projects funded by local businesses. Marcos grew up in Puerto Rico before moving to the US to pursue his undergraduate degree in Political Science and Sociology at Arizona State University where he graduated with honours.

Marcos came to the UK to pursue a Master’s degree at the University of Westminster graduating with Distinction. He then spent three years working in the Houses of Parliament for the Rt Hon David Lidington CBE MP and Deputy Prime Minister. Marcos then transitioned into consultancy at Four Public Affairs where he advised a variety of clients ranging from charities to medical technologies companies including Business Improvement Districts.

Having completed A levels in the summer 2017, Olivia decided that she wanted to go into the world of work and gain valuable experience that she could apply in any in any working situation. Having completed a Business and Administration Apprenticeship with Primera, Olivia transition to a Project Assistant role. Having excelled in her work at Old Street and Hatton Garden, Olivia was promoted, and now manages both the Hatton Garden BID and our work with Leadenhall Market.

After receiving a BA in International Relations from Dublin City University, Olamide, decided to move to London to complete an LL.M in International Law at the University of Westminster.

During her studies, Olamide was able to work, therefore allowing her to gain significant experience and skills. Her knowledge has been developed in various industries such as retail, business development and charities/NGOs. Through her studies, Olamide developed a keen focus on international development and found the idea of BIDS an interesting concept to embark into in terms of national growth and sustainability. Olamide manages Old Street, Harley Street and Long Acre and provides additional support with Cheapside and The Aldgate Partnership.