Advisory Board

The Forum Advisory Board is a group of experts changing on an annual basis depending on the Forum’s topic and discussion points. The Advisory Board members are fervent supporters of “Win with the Lion” who as experts in their relevant fields provide advice and consultancy on the Forum’s content and format.

Dmytro Shylyuk
Industry Manager, Retail & Travel, Google Ukraine

Dmytro joined Google Ukraine in July 2010. He is responsible for product promotion and interaction with tourism and retail (incl. e-commerce) clients.

Before that he worked as Account Manager in local and network advertising companies and as Project Manager for international clients in retail, telecommunications and FMCG.

Dmytro received his degree in International Economics at the National Technical University of Ukraine “Kyiv Polytechnic Institute”.

He is passionate about snowboarding, swimming and travel.

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Nick Greenfield
Head of Tour Operator Relations, European Tour Operators Association (ETOA)
Nick graduated in Modern Languages and European Studies from the Universities of Bath and Siena in 1995 and immediately set off on a career in travel. He worked for a year in the US in the educational market and also started guiding groups in Europe, something he still does from time to time, having now worked in over 20 countries.“To really know the travel industry, you need to experience it first-hand”, he says.

He ran the London office of the National Educational Travel Council, hiring and training guides as well as running operations and contracting. Nick had attended ETOA’s workshops and seminars as an operator for many years when he finally accepted a full-time position at the association in 2009.

In his role at ETOA, Nick deals above all with the various tour operator members of ETOA. He covers many areas: organising commercial workshops; responding to members’ queries; lobbying politicians on issues at a local, national and European level; and writing articles on travel and tourism.

Current themes and policy areas include visas, emerging markets, group tourism and guiding.
Nick lives in Highbury, London, is a passionate Arsenal supporter and speaks seven languages
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Irina Mettus

Managing Partner at Glory Box Ukraine (strategic communications agency), founder and leader of the cultural project FRESH INSIGHTS, Master of Philosophy (London, UK)


Irina has over 15 years of professional track-record in communications (Strategic Corporate, Marketing and Brand Communications, Investor Relations, Publicity & PR) at international and leading Ukrainian companies. Among her successfully implemented projects – hospitality industry, tourism and travel development campaigns etc

She is the author of numerous publications on strategic communications, leadership and development strategies; partner in a number of social and cultural initiatives; author and columnist for such publications as Korrespondent, Focus, YANA Luxury Travelling and others.

Tom Hulton
Director International Relations IMEX Group

Tom Hulton joined the international advertising agency Ogilvy & Mather in 1970 following a short career in the British army. With O&M, he was based in London and Singapore directing a number of hotel and tourism accounts.

He joined Trusthouse Forte Hotels for a period of 8 years as Director of Sales for the Asia Pacific and Middle East. During this time, he was also Director of Sales and Marketing at Grosvenor House Hotel in London. In 1985, Tom Hulton joined Supranational Hotels in London as Managing Director and over a period of seven years, and developed this reservation and marketing hotel consortia into the third largest in the world.

Following three years as Secretary General of the International Hotel Association based in Paris, he joined the International Congress and Convention Association as Chief Executive Officer based in Amsterdam. In July 2002 and after nearly eight years with ICCA, Tom Hulton decided to return to the UK and set up his own consultancy. 

He currently works with IMEX as Director of International Relations, with special responsibilities, for helping to raise the political profile of business tourism within Government circles in Europe.  He has also developed the IMEX Future Leaders Forum and the Professional Development Pavilion.  

In 2011, he was awarded the ICCA Moises Schuster Award for outstanding services to the industry.

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"TripAdvisor, and I personally, are very happy to participate in this event. The Ukraine market is becoming more and more important and we are very happy to share experiences and thoughts with the audience and are looking forward to doing more business with our existing partners and new partners"
Thomas Bangert, Director Display EU, TripAdvisor
"It’s a great opportunity to meet with professionals of the tourism and hotel industry, provide them with a better understanding of vision and probably help to find something new and valuable for our common business."
Ekaterina Volkova, Director of Office in Ukraine

“The Forum is first of all and most importantly about generating debate within Ukraine and within the city. Because until that debate happens at local level, no country, no destination, no city can actually really compete on the international market.”

Paul Kennedy, Director and Owner of Kennedy Integrated Solutions

“Для меня как организатора событий важно встретить коллег и пообщаться с коллегами из соседних областей: из области туризма, из области отелей и ресторанов. Это также чудесная возможность найти точки соприкосновения, где мы можем помочь друг другу.”

Тимур Мазур, керуючий партнер Агентства 42

“Через обговорення і зустрічі в рамках Форуму ми краще розуміємо, які ще потрібно заходи і пріоритети визначити, для того щоб ми дійсно спромоглися реалізувати комплексну стратегію розвитку міста і робити місто комфортним, привабливим для мешканців і для бізнесу.”

Сергій Кіраль, Львівська міська рада
“The Win with the Lion conference in Lviv is a very professionally organised congress which provides very useful and practical up-to-date information to its participants. I especially like the wide range of tourism related topics covered during its meetings, which give a good overview of the hottest topics in tourism today.”
Gabriela Schweinberger, international business coach and consultant, Berlin, Germany
“Win with the Lion is an event that everyone, even the most experienced travel professional, can learn from. It’s a great opportunity to hear experiences, share ideas and make connections. And the fact that it’s held in a gem of a city like Lviv just makes it even more appealing.”
Nick Greenfield, European Tour Operators Association, London, Great Britain