Opening Remarks
The session began with Jack Maher, Head of Flexible Workspace at Bruntwood SciTech, offering an overview of the venue and the organisation’s regional and national strategic vision. Following this, Richard Coates, Managing Director of Whitecap Consulting, introduced the forum:
“Afternoon and welcome to our CEO Strategy Forum in partnership with Bruntwood SciTech. I’m Richard Coates, MD of Whitecap Consulting. For those unfamiliar with us, Whitecap is a regional strategy consultancy helping mid-sized organisations analyse, develop, and implement growth strategies. As part of our work, we engage with businesses seeking optimal tech strategies, tech suppliers targeting potential service buyers, and regions focused on developing high-growth sectors for economic development, and the development of associated skills. As a result, we are delighted to have Sam Booth and Saile Villegas here today to share their experiences.”
Speaker Introductions
Sam Booth, CEO of pro-manchester, shared her journey from early career roles to leading a prominent membership organisation. With over 17 years at pro-manchester, Sam has been instrumental in its transformation into a sophisticated business development entity. Her extensive involvement in Greater Manchester’s economic and tech boards underscores her commitment to regional growth and innovation.
Saile Villegas, Co-Founder and CEO of Seeai, brought her perspective as a tech entrepreneur. Saile shared insights into her journey from founding Seeai to navigating challenges and opportunities in the UK’s digital technology sector. Her reflections on leveraging innovation and adaptability were particularly inspiring.
The session was chaired by Julian Wells, Director at Whitecap Consulting, he began the session by asking the panel to describe their journey to becoming CEO.
Career Progression and Leadership Journeys
Sam Booth described her path to becoming CEO of pro-manchester, which began with organising networking events to help young professionals build connections. Over time, her role expanded, especially during the 2008-09 financial crisis when she spearheaded initiatives like “Creative Manchester” helping connect the creative and financial sectors. Despite a challenging stint working at a different global events company, Sam returned to pro-manchester in 2012, stepping into the CEO role in 2018. She reflected on leading the organisation through financial instability and the COVID-19 crisis, during which she and her business partner Nicola, introduced hybrid events and diversified the organisation’s offerings to ensure sustainability.
Saile Villegas shared how her role as CEO evolved naturally as her company grew. Initially a founder working in medtech, Saile led her organisation through a major pivot to consultancy. She emphasised the importance of introspection and tough decision-making, noting how these moments of reflection allowed her to align her company’s direction with its core values.
When asked by Luke Freeman, Director at Whitecap, about the type of CEO they aspire to be, Sam identified as a consultative leader who values diverse perspectives and cautious risk-taking, while Saile prioritised listening and adaptability in her leadership style.
The Role of Collaboration in Leadership
Both speakers agreed that teamwork and collaboration are central to effective leadership.
- Sam Booth highlighted her close working relationship with pro-manchester’s COO, Nicola, noting how their differing approaches and perspectives always lead them to stronger decisions.
- Saile Villegas described how her co-founder dynamic balances her cautious tendencies with her partner’s boldness. Together, they navigate key decisions with mutual trust and shared accountability.
Nick Hawkings, from Gunnercooke asked whether team-driven leadership leads to greater success. Both speakers stressed that diverse perspectives enhance decision-making and organisational success. Sam noted, “You’re only one person with therefore limited perspective — challenge and collaboration always lead to better results.”
Resilience and Adaptation in Uncertain Times
When Dave Gardner, TLT, asked about adapting during the pandemic, both speakers shared personal examples of resilience:
- Sam Booth explained how pro-manchester shifted its 150 annual events to a hybrid model, enabling greater inclusivity and longevity. This pivot not only future-proofed the organisation but also diversified its revenue streams.
- Saile Villegas recounted her company’s pivot from medtech to consultancy, a decision rooted in introspection and market analysis. This shift allowed her team to focus on problem-solving, a core strength they identified during the transition.
Managing People and Creating Positive Cultures
Both Sam and Saile spoke candidly about the challenges of managing teams:
- Sam Booth noted that effective people management requires recognising individual strengths and creating environments where employees feel empowered. COVID-19 reinforced the need to support diverse working styles and build a culture of openness.
- Saile Villegas emphasised the importance of communication and feedback. She pointed out that relinquishing control and allowing employees to take ownership of their work fosters growth for both individuals and the organisation.
Diversity, Inclusion, and Values in Decision-Making
Sam shared an example of how pro-manchester prioritised diversity in event planning, even when it led to difficult conversations with stakeholders. Aligning decisions with organisational values, she argued, is essential for long-term credibility.
Saile added that aligning business decisions with values builds trust and sustainability. “You’d rather lose a client than compromise your principles,” she said.
The CEO as the Public Face of the Organisation
When discussing the CEO’s public role, Sam and Saile agreed on the importance of authenticity:
- Sam Booth noted that being open about challenges builds credibility and trust. “People quickly recognise what isn’t genuine,” she said.
- Saile Villegas added that a CEO’s personality often shapes client relationships, underscoring the value of leading with integrity and consistency.
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We extend our heartfelt thanks to our speakers, Sam Booth and Saile Villegas, for their thought-provoking contributions, as well as to Bruntwood SciTech for their partnership.
“We are excited to collaborate with Whitecap Consulting, especially since we work closely with them in Leeds. We are delighted to host their CEO Strategy Forum at our Manchester One building. This partnership allows us to share valuable insights with our clients and foster new connections.
It was wonderful to hear from Sam and Saile, both of whom are experienced in their roles. They provided their perspectives on the key attributes of being a CEO and shared their personal stories. The key takeaways they offered are relevant for anyone, whether you are a CEO, a leader, or managing a team.
We look forward to collaborating on more events in the future.”
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