50 Best, owned and operated by global media group William Reed, has introduced a new leadership structure designed to support the brand’s continued growth and evolving role within the global hospitality landscape.
For more than 20 years, 50 Best has been shaped by the industry it serves, drawing on the insight of over 3,000 expert voters worldwide and maintaining a long‑standing commitment to reflect the breadth, diversity and change within hospitality. As the sector continues to shift at pace, the brand is evolving, ensuring strong, expert leadership across all areas of the business.
To support this next chapter, 50 Best has appointed four Managing Directors across its core pillars – Events, Content, Brand and Commercial – creating a structure that reflects the breadth and depth of the brand’s role and impact. This model brings together distinct areas of expertise while enabling shared decision‑making and collaboration across the business. All Managing Directors will report into William Reed CEO, Tracy De Groose, who will continue to take a hands‑on role in shaping strategy and strengthening 50 Best’s connection to the group’s global capabilities.
Tracy said: “This new leadership structure will unlock collective industry intelligence from across the group, drawn from the business’ deep understanding of food communities worldwide. As a global business, we will add resources and provide more support to the 50 Best business, connecting the brand and its community more deeply to the global food ecosystem. We remain committed to building a brand with balance, integrity and inclusivity – guided by the voices and values of those who shape hospitality around the world.”
New Managing Directors
Rikki Tidball – Managing Director, Events
Rikki, an internal appointment with more than a decade at William Reed, brings extensive experience in global live events and has played a central role in delivering 50 Best’s international event portfolio.
Julie McNiff – Managing Director, Brand
Julie brings 30 years of senior brand and marketing leadership across global agencies and international brands, developing high performing cultures and purpose driven strategies.
Lisa Green – Managing Director, Content
Lisa joins with over 25 years’ experience in content, creative and cultural leadership, connecting brands and audiences through high impact storytelling.
Lorraine Keogh – Managing Director, Commercial
Lorraine brings more than 25 years of commercial leadership across major media organisations, with a strong track record in long term partnerships and client value. She joins the business on 23 February 2026.
A period of momentum
The new structure builds on an ambitious period for 50 Best. Over the past six months, the brand has expanded its global presence with the launch of North America’s 50 Best Restaurants and has integrated The World’s 50 Best Vineyards into its portfolio, reinforcing its commitment to celebrating excellence across hospitality worldwide. It has also announced the forthcoming launch of Europe’s 50 Best Bars in 2026, strengthening its position across the bar and beverage landscape. Alongside this, 50 Best has renewed its long standing partnership with S.Pellegrino & Acqua Panna and confirmed its first global partnership across all verticals with SevenRooms, a Doordash company.
The implementation of the new structure will see Craig Hawtin-Butcher, Managing Director of 50 Best, depart from the business. Craig contributed to securing these partnerships and helped establish the foundations for this next phase of growth.
Together, these developments highlight a period of strong momentum as the brand continues to evolve, scale and deepen its connection to hospitality communities around the world.