Donna Cross

Initiator
DISC Type : Di

Business Development Director at BaxterStorey

Bidford-On-Avon, England, United Kingdom

Overview

Donna Cross is a strategic commercial leader specializing in driving growth and managing high-performing sales teams within the hospitality, events, and leisure industries. Her career includes senior leadership roles at BaxterStorey, The Jockey Club, Oak View Group, and NEC Group. Colleagues frequently describe her as an enthusiastic, distinguished, and supportive leader and mentor.

Personality Overview

Conviction Driven

Impact-Oriented

Risk-Accepting

They don’t mind taking a stand if they believe in something.  They respond well to objective pitches but also attach some value to relationships. They usually prefer to drive the conversation.

Topics They Care About

Commercial Leadership
Her career is defined by leading commercial strategy and high-performing teams at major venues like Cheltenham Racecourse and the NEC Group.
Strategic Growth
Focuses on securing high-value partnerships and driving sustainable regional expansion, as seen in her current role at BaxterStorey.
Events & Hospitality
Possesses deep expertise across the events industry, from conventions and exhibitions to workplace hospitality and iconic racecourses.

Media Appearances

Donna has no verified media appearances

Work History

12-2025
Business Development Director at BaxterStorey
9-2025 - 11-2025
Head of Commercial (Interim) Cheltenham Racecourse at The Jockey Club
1-2025 - 5-2025
Director of Business Development at Oak View Group
2-2020 - 12-2024
Sales Director - NEC Group Conventions at NEC Group
2-2020 - 12-2024
Sales Director - NEC Group Conventions at NEC Group

Education

Donna has no verified education history

More Information

Social Presence :

Prographics :

Exp : 11 Location : Bidford-On-Avon, England, United Kingdom Job Level : Mid-senior Designation : Business Development Director at BaxterStorey
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Insights For Selling To Donna

During A Call Or A Meeting

DO's

  • Focus on the big picture and the strategic value of your product
  • Look like someone who is on top of their game
  • Get them to a point where they are ready to bat for your product internally

DONT's

  • Don’t keep repeating the same information, it could make them impatient
  • Don’t be too verbose or overly friendly; a little bit, however, is fine
  • Don't be unorganized, be prepared for the pitch

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Donna is

  • Product value plays a big role, followed by relationship and a sense of achievement.
  • Will you ever get a clear answer from Donna

  • If they do not firmly believe in you, they will refuse without hesitation.

Insights For Deal Planning

    How fast (or slow) will Donna move?

  • They can take fast decisions if they develop conviction in the product and find you trustworthy.
  • Can Donna take some risk or not?

  • They have the capability of taking risky decisions if necessary.

You And Donna

Personality Compatibility


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