Rachel McCulloch is Associate Director of Marketing & Insights at New West End Company, the Business Improvement District representing over 600 property owner and occupier businesses across the West End, anchored by Oxford Street, Regent Street and Bond Street. Rachel leads the strategic direction of New West End Company’s customer insights and destination marketing programme, delivering industry-leading consumer insights for the West End and overseeing high-profile events and activations - including the iconic Oxford Street Christmas lights. Before joining New West End Company, she spent over 15 years in consumer marketing, specialising in fashion, luxury hospitality and premium destinations. Most recently, Rachel was Head of Marketing at Grosvenor, where she led brand and marketing for Mayfair and Belgravia.