Roberta Redecke, head of business services at the Sunderland’s Business Improvement Districts

Sunderland BIDs names first head of business services

Sunderland’s Business Improvement Districts (BIDs) have appointed Roberta Redecke as their first head of business services, marking a key step in preparing the organisation for future growth.

The creation of the new senior role follows the launch of the Seafront BID earlier this year, alongside the long-standing City Centre BID, which has recently expanded its reach to include the Sheepfolds area.

Roberta, who joined the BID in 2016 as a marketing and communications intern and most recently served as marketing and events manager, will now take on wider responsibilities.

These include developing operational plans, driving income generation, supporting strategic direction and strengthening relationships with levy payers and stakeholders across the city.

She said: “I am very excited to continue to play an integral part in helping the BID reach its full potential.

“The organisation has grown and changed massively since I first joined and it’s fantastic to see the real benefit it has brought to the city centre and now to the seafront.

“It is such a pivotal time in Sunderland as the city benefits from widespread investment and the BID has a very important role to play in the continued growth.

“I’m looking forward to taking on these new responsibilities and working alongside Sharon and the team to ensure the BID continues to make a positive contribution across the city.”

Roberta’s appointment follows a recent restructure at Sunderland BIDs, which will see further key roles created in marketing, business liaison, and street services.

Sharon Appleby, chief executive of Sunderland BIDs, added: “As the BIDs’ workloads increase it is really important that our structure is fit-for-purpose and we can deal with the demands on the organisation,” she said.

“Roberta has been a valued member of the team for a number of years and will bring knowledge, experience and enthusiasm to the new role.”

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