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About Us - Management Team

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Sam Archayatha
   
Sam is a qualified accountant and is responsible for Finance and Admin across the business and has a team of 5 looking after specific accounting functions and the management of hotel rates. Sam has extensive dealing with the banks, fulfilment partners and local tax offices.

Sam has played a key role in the development of integration requirements between the various back office systems to minimise errors and duplications.

Sam completed his MBA in 2004, which included a thesis on E-commerce opportunities and issues for the SME travel companies.
Graham Dewe
   

One of the founders of DirectGolfing, holding the position of Operations Director and has been with the business for 5 years. Graham has overall responsibility for the Reservations, Call Centre and Web Content teams. Key elements include ensuring customer service levels are achieved and the provision of quality content for new web sites and that all information is accurate and up to date.

With very strong interpersonal and man management skills Graham has been instrumental in ensuring high standards whilst faced with the difficulties of rapid growth and minimal staff experience. The use of the company intranet and training programs that enable the staff to be multifunctional have been instrumental in increasing efficiency and flexibility. The development of teamwork has been a prime achievement.

Prior to joining DirectGolfing, Graham was responsible for customer service and store management for a high-end UK retail chain, Marks and Spencer’s. With over 60 staff reporting to him, a key element was the development and training of new staff.

Alex Lotz
   

One of the 5 founders of DirectGolfing, Alex has overall responsibility for the development of the business and strategy and also specifically the marketing function.

Before joining DirectGolfing Alex spent 15 years with CAS (a UK IT and communications consultancy) where he gained experience from a wide cross section of technology and business projects across all sectors, including travel. This was gained from the supplier, user and consultancy perspectives. In the position of director he led their division that provided Internet and e-commerce business solutions to clients.

In addition to being able to develop business strategy and solutions, he is able to “think beyond the square”. His strong technical and project management experience enable him to implement and manage assignments to a very high standard.

Alex is also a founder (1999) and Managing Director of DirectRooms.com.

Chokechai Prasertcharoensuk
   

One of the 5 founders of DirectGolfing, holding the position of Technical Director. Choke has the overall responsibility for the development and management of the websites, back office systems and company intranet. This includes the management of the technical team of programmers and support staff.

Choke and his team have developed a wide range of software facilities and tools that have increased the efficiency of the business. Also responsible for implementing a comprehensive back up and resilience plan in case of major failure.

Before joining DirectGolfing, Choke managed the technical elements of a chain of cyber cafes in Bangkok and also as a business analysis and programmer responsible for database and software tools for a major domestic transportation company.

Rob Spurrier
   

One of the 5 founders of DirectGolfing, Rob is a PGA Professional with over twelve years experience in the golf industry. Rob is responsible for the golf content of the site working with venues and suppliers; Rob heads the corporate events division and also works with the other directors on marketing and general strategy of the business.

Rob’s strengths lie in developing strong client relationships, being creative and innovative with a strong focus on delivering customer service. With an ability to communicate with people at all levels in a consultative style.

Rob has held senior positions within the golf industry including Director of Golf at a large resort club in The Netherlands; he also built and developed a golf facility in the UK from scratch. Rob currently runs his own business in the golf industry and continues to coach and consult to corporate organisations, clients and suppliers.

Steve White
   

One of the 5 founders of DirectGolfing, Steve is a management and technology consultant with over 25 years experience in providing consulting services to large companies.

Steve has been a keen golfer for over 30 years and has managed a number of golf holiday breaks in the UK, Europe and United States. Steve is responsible for venue golf selection, concentrating on business development with large hotel / golfing establishments. Steve is playing a prominent role in the strategy and planning of the DirectGolfing business, working very closely with the other directors.

Steve’s strengths lie in developing business relationships, understanding the needs of the amateur golfing community and delivering the service that is expected in today’s competitive market

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