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KEY STRENGTHS SKILLS & VALUES

Andrew Matthews PGA Fellow Professional NLP Master Practitioner Mobile - +994 55 909 01455 Email - andrew.mark.matthews@gmail.com DOB – 8th July 1976 (39)

MY VISION

“To be internationally recognised as a leader in providing outstanding human experiences, driving profits and bringing a little awesome into everyones life. #livelifeawesome”

Passionate Hard working Team player Leader Proactive Creative Flexible Focused Caring

&Thoughtful Problem

solver Strong public

speaker

Excellent management and administration skills

Budgeting and P&L Dedicated to

exceedingly high customer experience levels and journey

Able to prioritise workload

Simplify complex procedures, explain and demonstrate them to others

Golf operations set up and management Excellent Sales skills Able to communicate to a wide range of

audiences on differing subjects Understanding of unconscious

communication Skilled in all areas of IT, including advanced

knowledge of all Microsoft, Apple, Adobe, Concept, IBS, Golf Genius and Handicap Server

Experienced in marketing online and through various mediums including social networks

Expert in event planning, management and delivery

Making a difference everyday

“23 years of passionate involvement within the golfing industry, high level skills, industry knowledge, experience and dedication to superior customer services, Golf operations and driving revenues and profits to all departments make Andrew an ideal candidate for a challenging high pressure position within a commercially aware and customer focussed organisation. Having worked in the UK, Europe, Dubai and currently in Baku, Azerbaijan, his career progression has led him to different golf industry roles including his current role as Golf Operations Manager at the newly opened IMG managed Dreamland Golf Club. Through these varied roles he has developed his Customer service, business, communication, administration, financial, coaching, management, leadership and marketing skills. In addition to these, his advance skills in IT bring a value added dimension to his toolbox of skills. In 2016, he was awarded the PGA Fellow Professional Level status in recognition of his achievements and continued growth within the golfing industry. This award supersedes his 2006 award of PGA Advanced Level Status. From his NLP, hypnosis and all things self help fascination has grown a deeper understanding and further development of his communicative competence all in the pursuit of improving his own life and those around him.”

Live, Work, Play with Passion

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PROFESSIONAL EXCELLENCE AND PROUD ACHIEVEMENTS - 2009 TO PRESENT

Golf Operations Manager

Dreamland Golf Club, Baku Azerbaijan

September 2015 to Present

Dreamland Golf Club – ●18 hole Dye design hole championship 5 star golf and leisure venue ● 2nd Golf Course in

Azerbaijan and 1st in the Capital, Baku ● IMG Managed property ● IMG Academy ● Part of the Dreamland Country and Life project involving Villas, Apartments, Sabis School, Shopping malls and Restaurants.

Excellence: HOD - Overseeing the Golf Operations department including, all outside operations, bag drop, cart operations, retail,

tournaments, events and membership functions at the club. Direct line reporting to GM

Duty General Manager in absence of the GM

Creating and overseeing departmental collaterals, SOP’s and KPI’s for department colleagues

Budget and cost control management

Proactive and reactive selling of all categories of membership at the club

Handling day to day membership inquiries and ensuring they are dealt with in a swift professional manner

Conducting property and club show rounds to potential members and also property customers

Working alongside and motivating the Retail, Academy and Membership teams to drive sales, revenues and profits

Training onsite colleagues in a fun, efficient and motivational manner in all areas of customer service, member & guest

recognition, golf as a sport and golf as a business

Planning, Organising and delivering high quality members and non-member events involving all departments of the club

and suing the Golf Genius software to market and administrate the events

Putting together corporate and social golfing events including the get into golf initiative aimed at Azerbaijan locals

Expert in all areas of the onsite software system, IBS. The go to man for any issues and solutions that are needed daily

Administration of the clubs handicap system through the EGA (European Golf Association) and Handicap Server

Advise GM on all aspects of golf and membership development at the venue

Conduct weekly motivational meetings with my team of colleagues including the retail and operations teams

Meeting, greeting and serving members, guests, visitors, VIP’s and ensuring that we exceed their expectations at all

points of the customer journey

Updating the Club website and Facebook pages with competition results, Handicaps and promotions within the club in

conjunction with our marketing team

Proud Achievements:

A proactive, integral leader of the Dreamland colleague team involved in the grand opening of the Golf Club in October 2015, which was hosted by the Azerbaijan President, VIP’s and Colin Montgomerie

Introduced SOP procedures, efficiency and high customer service levels within the golf department, many of whom have never worked in the golf industry before

Successfully launched a member’s Golfing calendar of events for the 2016 season

Integral in the development and delivery of the new membership program for 2016, we have currently sold 156 memberships since Jan 1st.

Awarded the PGA status of PGA Fellow Professional in recognition of his achievements and continued growth within the golfing industry.

Membership Manager (Sales and Service)

Emirates Golf Club ★★★★★ Dubai, UAE

October 2013 to July 2015

Emirates Golf Club – ●45 hole championship 5 star golf and leisure venue ●Ranked in the top 100 Golf courses in the

world. ●100,000+ Golf rounds per year ●2000 active members ●The Faldo course is the only fully flood lit 18 hole course in the UAE ●The Majlis course is the host venue of the European tour Omega Desert Classic and Omega Ladies Masters ●Venue of the Peter Cowen Golf Academy

Excellence: HOD - Overseeing the membership department and the reception teams at the club. Direct line reporting to GM

Creating and overseeing departmental collaterals, SOP’s and KPI’s

Full budget control for both membership numbers and also total membership fees revenue in excess of aed 40,000,000

Members Account Debt management in conjunction with our finance team

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Proactive and reactive selling of all categories of membership at the club

Active retention of members through the renewals process each year

Training onsite colleagues in a fun, efficient and motivational manner

Duty Manager for both day and night in absence of the GM

Planning, Organising and delivering high quality members social activities involving all departments of the club

New members on boarding events and initiatives

Administration of the clubs handicap system through the EGF. Member of the Handicap Committee

Handling day to day membership inquiries and ensuring they are dealt with in a swift professional manner

Conducting property and club show rounds to potential members

Advise GM and CEO on all aspects of golf and membership development at the venue

Integration of the 59 Club mystery shopper throughout the department (call in enquiries & show rounds)

Conduct weekly motivational meetings with my team of colleagues

Meeting and greeting members, guests and visitors and ensuring that we exceed their expectations at all points of the

customer journey

Updating the Member’s Zone website and Facebook pages with competition results and promotions within the club in

conjunction with our marketing team

Running the MCC members committee meetings on a monthly basis to help improve things at the club

Still actively involved in the Golf operations team especially during members tournaments

Other roles and tasks that I have taken on at Emirates Golf Club and Dubai Golf

2012,13,14 &15 - Chief Marshal - Dubai Desert Classic and Ladies Masters European Tour Events. Responsible for

recruiting, guiding, organising and the operation of over 500 volunteers

2013,14 &15 - Tournament Director - Xerox corporate golf challenge. The middle easts largest corporate series of

events. 16 Qualifying events in UAE, Oman, Kuwait, Qatar, Bahrain, Saudi Arabia, North and South Africa, culminating

in the grand final at Emirates Golf Club in 2013 and in 2014 & 2015 a 2-day grand final in Ras Al Khaimah, UAE.

Proud Achievements:

An active and integral part of the colleague team involved in the day to day running of the Club

Increased membership numbers to the point at which the club had to go into a waitlist situation in 2015 Achieving high level of membership retentions through the renewal period improving year on year

Lowered the amount owing on the monthly debtors list through SOP, procedure review and working closely with our finance team and personally contacting members

Increased and improved the 59 Club results within the Membership department by creation of new procedures for call in enquiries and venue show rounds. We have moved from Silver flag award in 2013 to Gold flag award in 2014/15, recognising the highest levels of service in the Golf Industry. Creation of events for new members including the on boarding orientation

Improved procedures and efficiency within the department helping to free up more time for customer interactions

Successfully launched a member’s social calendar of events outside of the golfing events which has increased revenue for all departments

Integral in the development and delivery of the new Dubaigolf Culture programme. Part of the guiding coalition and training committee involved in training over 850 colleagues in the new programme throughout Dubaigolf

Part of the planning team for the new Dubaigolf & Emirates Golf Club mobile app

An integral part of the successful running of two international professional Golf tour events each year and have increased the numbers and satisfaction of the volunteer programme through my efficiency, friendliness and dedication to excellence

Instrumental in the success of the Xerox corporate golf challenge and the award for the best corporate series in the middle east MEGA awards 2013

Golf Operations Manager – Night Golf Operations Emirates Golf Club ★★★★★ Dubai, UAE

June 2010 to October 2013

Excellence: An active integral part of the team involved in the opening and delivery of floodlit Night Golf on the Faldo course

Responsible for setting up, overseeing and managing all aspects of the busy golf operation during the evening hours

including our 18 hole (Faldo course) and 9 hole fully flood lit courses and 2 full size floodlit driving ranges

Meeting and greeting members, guests and visitors and ensuring that we exceed their expectations at all points of the

customer journey

Proactively promoting and selling Night Golf Access passes and upgrades to full club memberships

Managing and training all onsite Golf operations staff in a fun, efficient and motivational manner

Designed, delivered and implemented customer service training program for all golf club staff

Dealing with queries and handling complaints efficiently and in a caring manner

Implemented an email and online feedback system for all night golf players

Planning, organising, marketing and running events and competitions for members, guests and visitors

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Administration of the CONGU, now USGA/EGF handicapping systems at the club and member of the Handicap

Committee

Updating the Member’s Zone website and Facebook pages with competition results and promotions within the club

Work alongside our Director of Golf services in delivering successful events on our 45 hole Golfing venue both day and

night

Part of planning meetings with corporate clients for their golf days and fulfilling their varied requirements

Working alongside the F&B department in putting together tailored golf day packages

Running event scoring and prize presentations for both Members events and also Corporate clients

Producing weekly usage reports and email feedback form data

Working alongside the GM, Director of Golf Operations, F&B and events Manager, Recreation Manager, Head of

Academy and the whole operation to ensure Emirates Golf Club remains the No1 Golf facility in the UAE

Proud Achievements: Being an integral part of the team behind the successful launch and operation of the UAE’s only 18-hole flood lit golf

course, which has increased revenue throughout all departments at the club

Simplified procedures within the department helping to improve the experience for all golfers

Delivering a successful Parent & Child Golf Series

Delivering regular Night Golf Opens and events

Achieving sell out numbers of the Night Golf access pass and introducing a waitlist

Part of the successful running of two international professional tour events

Instrumental in the success of the Xerox corporate golf challenge

Advanced PGA Golf Coach The Peter Cowen Golf Academy

Emirates Golf Club ★★★★★ Dubai, UAE

July 2009 to June 2010

Proud Achievements: Produced Golf mind coaching articles for the National Newspaper and Golf Digest Magazine

Only specialist golfing mind & body coach in the UAE

Increased revenue by offering these unique coaching services and customer focussed service excellence

Sold memberships to Emirates Golf Club and increased retail spend through club fittings and referals

PROFESSIONAL EXCELLENCE AND PROUD ACHIEVEMENTS – PRIOR TO 2009

March 2006 – July 2009: Head PGA Golf Professional Instructor. Sutton Fields Golf Centre, Runcorn, UK.

Owner of the LETS Golf academy – Coaching Golf, NLP and all things improvement Excellence and Achievements: ● Agent of Change ●Coached at the R&A Junior golf tent - British Open ●Produced coaching article for “Golfers” magazine ●Designed and built my own website for my Golf Academy The LETS Golf Academy ●introduced video coaching to the Sutton fields golf centre ●increased revenue for the range owners including range passes

and facilities usage

May 2004 – March 2006: Senior PGA Golf Professional Instructor. Playgolf Manchester. UK. – Coaching

Excellence and Achievements ●Designing and delivering the lesson programmes ●Produced 10 month article series for the golfers chronicle newspaper ●Channel M TV – Tip of the week series aired for 10 weeks ●BBC TV – local golf feature. ●increased revenue for the range owners including range passes and golf equipment

August 2003 – May 2004: Senior PGA Golf Professional instructor. Golfbaan Ijsselweide, Gouda, Holland –

●Self employed - Coaching Golf ●Increased revenue for the range owner including memberships and corporate events

September 1999 – August 2003: Head PGA Golf Professional. Poulton Park Golf Club, Warrington, UK

Excellence: ●Owning and running a well-stocked golf shop ●Full teaching service for all abilities ●Full repair service ●Green

fee and competition money collection ●Represent the club in golfing events ●Take bookings for visiting parties ●Run the half-way house during competitions ●Active promotion of the golf club, its course and the membership ●increased revenue for the Golf Club as a whole including increasing membership numbers and society days Proud Achievements: ●I provided a first class service and a welcoming personality for the members and visitors ●Achieved

golf foundation starter centre status ●Introduced video coaching ●Greens committee member ●Created members website ●Increased visitor & membership revenue through proactive promotion and selling ●Passed the PGA Rules/Referees exam 1998–1999: Head Assistant PGA Golf Professional & Teaching Professional, Northenden Golf Club, Manchester 1996–1998: PGA Golf Professional, Drive-Time Golf Centre & Blundells Hill Golf Club, Rainhill 1993–1996: Assistant PGA Golf Professional, Didsbury Golf Club, Northenden, Manchester 1993 Cheshire boy’s county team player; turned Professional (3 hcp Birchwood Golf Club).

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COURSES, TRAINING AND QUALIFICATIONS (IN BOLD)

HOBBIES AND INTERESTS

Watching sporting events especially Warrington Wolves Rugby League

Reading

Music

All things self help

Dining out

Relaxing at the spa

IT and Technology

Family

REFERENCES

Mr Philip Jones (Only contact if successful)

General Manager, PGA Fellow Professional Dreamland Golf Club, Baku, Azerbaijan philip.jones@dreamlandgolfclub.com

Mr Chris May

CEO of Dubai Golf (Emirates GC, Dubai Creek Golf and Yacht Club & Al Mouj Golf Oman) Dubai Golf Offices, Emirates Golf Club P.O. Box - 24040, Dubai, U.A.E cmay@dubaigolf.com

Mr Julian Danby PGA

Partner at Onside Sports UAE Former CEO for UAE PGA Former Business development manager for Dubai Golf jdanby@onside-sports.com (Personal Reference)

Mr Andrew Whitelaw PGA CCM

General Manager, Emirates Golf Club, P.O. Box - 24040, Dubai, U.A.E awhitelaw@dubaigolf.com

Mr Adrian Fryer PGA

Head Instructor, & Today’s golfer top 25 golf coach, TrueFit Golf Centre, Warrington, UK adrian@adrianfryergolf.com (Personal & Professional Reference)

2016 Awarded PGA Fellow Professional status 2006 Awarded PGA Advanced status

2016 Level 1 MDP with CMAE in Dubai 2005 NLP Master practitioner Diploma

2014 R&A level 2 Rules School/Exam - Dubai (Qualified) 2004 NLP practitioner Diploma

2014 R&A level 3 Rules & Referees course - St Andrews 2004 Junior Golf Foundation, Trigolf practitioners course

2013 Muscles Moves Mass Seminar (Peter Cowen) 2003 NLP “train your golf brain” with Dr Karl Morris

2011 PDP coaching session with Ian Peek PGA 2003 Advanced computer course (MS office and Adobe)

2011,13 &14 First Aid training course & Certification 2000 PGA North region coaching conference

2010 Financial management within Golf clubs. 1999 PGA North region coaching conference

2010 Taylor Made Custom Fitt seminar 1999 Business management course

2010 Peter Cowen Coaching seminar 1999 PGA Referees/Rules course and exam (Qualified)

2008 PGA North region coaching conference 1999 British Telecom - communications training week

2007 Sports Hypnosis Diploma 1997 PGA level 3 coach

2007 Safeguarding and protecting children course 1997 PGA Professional Qualified

2006 Website design and build course (Adobe) 1992 Birchwood High school, Warrington - 8 GCSEs