About Us

We are a deliberately small consultancy firm – all Britton McGrath Associates’ projects are led by either Jill Britton or Nancy McGrath.

“I was impressed by the way Britton McGrath Associates approached the development of our strategic master plan; the combination of rigour and flexibility coupled with their commercial operating experience ultimately led us to an exciting plan for the future. They were also a great team of people to work with.”

Kate Davies

Operations, Experience & Engagement Director, English Heritage

Jill Britton

After graduating from University, Jill worked for six years as a classically trained FMCG marketer for United Biscuits/UB Ross Youngs where she project managed and developed the launch of the Linda McCartney range of vegetarian food.

Jill joined The Tussauds Group in 1993 as Marketing Director for Alton Towers and within two years was promoted to the main Board as the Executive Director responsible for Brands and Strategy. The role encompassed business and marketing strategy across the eleven attractions in the Group as well as potential new acquisitions and developments.

Key achievements during her tenure include:

the delivery of the Alton Towers Hotel;
the acquisition and commercial turn-around of Thorpe Park;
the creation of the Group’s first e-strategy delivery of an industry break-through e-ticketing initiative;
the development and delivery of a group-wide business strategy process and;
the management buy-out of The Tussauds Group from Pearson to the venture capitalists Charterhouse

Since co-founding Britton McGrath Associates in 2001, Jill has led a number of types of project across a variety of clients including:

extensive, multi-disciplinary stakeholder consultancy and Masterplanning for the Bletchley Park Trust;
master planning on Wakehurst for the Royal Botanical Gardens, Kew;
business planning in support of their £2.8m HLF bid for the National Memorial Arboretum in Staffordshire on behalf of the Royal British Legion;
business planning and HLF support for the British Postal Museum and Archive;
master planning for Westminster Abbey;
visitor attraction strategy for Blenheim Palace followed by delivery of key initiatives including a new Churchill Exhibition and a major investment in the new Adventure Play facility;
business Planning for the Windsor Great Park Estate, focussing on The Savill Garden, Valley Gardens and Virginia Water following the investment in the landmark new Savill Garden visitor centre;
member of the development and delivery team for the award-winning Adventure Play facility at Windsor Great Park – concept development, business planning and member of the Steering Team overseeing delivery;
business review of Windsor Farm Shop following its acquisition by the Crown Estate leading to a pivotal role in the investment programme to improve the customer experience in both the shop and café;
leading on development projects for the Crown Estate Rural Portfolio including leisure developments at Chester Castle Gun Sheds, Portland in Dorset and in Oxshott in Surrey;
business strategy and branding of Twycross Zoo;
branding and positioning for the Silverstone Museum.

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 Tussauds in London. In 1999 she was promoted to Director of Marketing for City Centre Attractions with a remit encompassing the Madame Tussauds’ attractions in the UK and abroad and the British Airways London Eye.

Key achievements during her tenure include:

re-positioning Madame Tussauds 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 Tussauds’ international brand including the launch of Madame Tussauds New York 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;
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 Masterplan for Stonehenge;
undertook capacity modelling for Dover Castle to support the investment strategy;
led the development of spatial masterplans for key English Heritage properties including: Audley End House & Gardens, Osborne and Kenwood;
undertook a review of the trade business for Shakespeare’s Birthplace Trust identifying opportunities for future growth;
developed the Commercial Activities Business Case to support the National Gallery’s NG200 project.

Nancy is currently working on the financial model for the Full Business Case to support the Royal Observatory’s First Light project, advising the Royal Geographical Society and is a member of the consultancy team for the National Gallery’s ambitious Project Domani project.

She is a committee member of the Tourism Consultants’ Network and is the Treasurer for the Tourism Society.

Associates

If there is an aspect of a project that needs a complementary but specialist skillset, we can call on a range of trusted associates with whom we’ve worked over the years. Likewise, we are equally comfortable working within a multi-disciplinary team whether that be a Design Team or a Steering Group.

Crucially, we are not tied to any particular agency, financially or otherwise – that means we can work with a client’s preferred specialist, bring in our own associate or help prepare and evaluate a tender to find the optimum solution. The list below gives a selection of the people and teams we’ve worked with over the years and the projects we’ve collaborated on.