Charlotte Horler joins Birmingham City FC as head of meetings and events

The former hotel manager of the Grand Hotel Birmingham, Charlotte Horler, has moved across the city to Birmingham City Football Club where she has taken up the role as head of meetings and events.

Horler joined the Grade II*-listed Grand hotel a year after its 2021 reopening – which followed a 20-year closure and a £50m refurbishment – overseeing the running of one of Birmingham’s most iconic five-star properties.

Prior to her three years at the Grand, the 2018 Acorn Award winner held management positions at Hand Picked Hotels, Red Carnation Hotels and the Hotel Collection.

Her career in hospitality began at the age of 15 when she joined Walton Hall & Hotel in Warwickshire. Following a stint in the kitchen, she moved into front of house, progressing to food and beverage supervisor, front office receptionist and front of house manager, before taking up a role at Billesley Manor in Statford-upon-Avon, Warwickshire, as operations manager. 

She said: “It feels like the right time to mix things up and try something new”.

In a post on LinkedIn, she announced: “After an incredible journey in the hotel industry, I’m thrilled to be able to share that I’ve officially joined Birmingham City Football Club.

“Stepping into the world of sport and entertainment is a new chapter - one that aligns with my passion for creating inclusive, people-first environments. Football is more than ‘just a game’, it’s a powerful, diverse space that brings together communities, cultures, and conversations.

“I’m proud to be part of a club with such a rich history and bold ambitions within the city I love. I’m bringing with me a strong background in hospitality, leadership, and guest experience to deliver excellence outside of match days in many exciting and appealing ways.”