Key management appointment to raise GMA and SALTEX profile

Jen Carter is the new head of communications at the Grounds Management Association, supporting the GMA’s five-year strategy which covers all the sectors of the groundscare industry, including the membership organisation’s flagship event SALTEX, with an expanded communications team.

Jen and her team’s work will focus on supporting the GMA to achieve its three long-term goals: to attract new talent and accelerate the growth of a diverse workforce; to support sustainable business growth and protect the sector’s interests, and to build the industry’s reputation and promote the sector’s contribution to society and the economy, and that cannot be done without the support of SALTEX.

The relationship between the GMA and SALTEX is inherently interlinked with the work done for both contributing significantly to the growth and success of the industry. The GMA and SALTEX work hand in hand – SALTEX is powered by the GMA and in turn SALTEX feeds into the GMA's extensive work in supporting, and raising the profile of, the groundscare industry in all its guises.

Jen comments: “I’ve been aware of the work the GMA and SALTEX have done for the industry as my experience is rooted in the sports sector and I believe it’s essential for the long-term success of the industry that they function and flourish. I am really excited to play a part in their history and their future.”

Jen joins the GMA from Liverpool Football Club where she spent nearly eight years developing and executing strategic communications for the club’s major capital projects including the AXA Training Centre, the new Main Stand, LFC’s flagship retail store and for stadium developments such as concerts and major events.

Prior to that, she spent five years at a boutique sports marketing agency working with blue chip clients across golf, tennis, rugby, equestrianism, and swimming to deliver strategic PR, media relations and sponsorship activation at high profile sporting events such as Wimbledon, The Masters, The Open, US PGA Championship, The Ryder Cup and Presidents Cup.

These credentials make Jen the ideal candidate to lead the GMA’s communications team and take on responsibility for all external and internal communications, including PR and media relations, marketing, events marketing, and brand management, as well as overseeing the successful implementation of the 77th SALTEX exhibition, which is the largest free sports turf, amenities, and landscaping trade show in Europe.

She is supported by a strong marketing team which has recently expanded with the arrival of communications and marketing executive, Georgia Hadwin, joining Nathan Woodford-Rôtt as senior marketing executive and Ollie Swan as senior PR and communications executive.

Jen concludes: “As a team we’re very much focusing on raising the profile and increasing brand awareness and equity of the GMA and SALTEX. At the very heart of all of this we are supporting the GMA’s five-year strategy which supports all the sectors of the groundscare industry and to be involved in something so vast and important for so many is really exciting.”

As well as an expanded communications team to support delivery of GMA strategic objectives, the GMA’s Commercial & Events team has been bolstered by the addition of experienced Sales Manager, Jill Rodham who recently joined Sarah Cunningham’s team, having previously worked at BIGGA for over 9 years. Jill brings strong trade show experience of the grounds care sector and will support Sarah in building on SALTEX 2022’s success which has already seen a 20 per cent increase in show floor space to accommodate increasing demand for space from exhibitors.


SALTEX takes place at Birmingham NEC on 1-2 November 2023.

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