Serena Jacobs

Finance Director

Serena leads the Finance directorate made up of the Finance, Procurement and Project Management Office teams.

About the Finance division

Our finance department is responsible for financial and accounting affairs including the preparation and presentation of appropriate accounts and the provision of financial information for managers. Their activities include financial accounting, financial planning, treasury management, tax planning, foreign currency, payroll and corporate policies and procedures. The team also leads our business planning processes.

Our procurement team ensures we procure products and services compliantly, they assist teams to draft procurement briefs; managing the out to market process via the public procurement platform – Delta E-Sourcing and the selection and evaluation process. 

The Project Management Office (PMO), with our Internal Governance Boards, helps select and prioritise projects which will deliver the most benefit for VisitBritain and VisitEngland and helps teams to deliver these projects.  

Serena's biography 

Serena joined VisitBritain as Director of Finance in November 2021. She is a fellow of the Association of Certified Chartered Accountants (ACCA) and an Accredited Counter Fraud Specialist.

Serena has extensive experience of working in an Arm’s Length Body and was previously at Sport England (a fellow Arm’s Length Body of the Department for Digital, Culture, Media and Sport). She held various finance roles over a 17-year period transforming the finance function and was appointed Director of Finance in 2018. She provided a key financial leadership role in supporting Government Covid-19 support packages for Sport.

Serena is also an Audit Committee member for the Football Foundation and while at Sport England was a Board member and Chair of the Audit Committee for Manchester Active Limited.
In her spare time, she is also Treasurer for her son’s school fundraising committee.

Other Team Members

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Debra Lang

Professional Services Director

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Andrew Stokes OBE

England Director

Louise Bryce, Partnerships Director

Louise Bryce

Partnerships Director

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Robin Johnson

Global Marketing Director

Portrait of Gavin Landry

Gavin Landry

International Director

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Patricia Yates

Chief Executive