Simon Shepherd

Senior Director
Experienced strategy consultant and in-house strategy and investment analysis director
Expertise includes hotel asset feasibility, contracts, and valuation
Clients across Europe, Russia/CIS, and the U.A.E., Saudi Arabia, and Egypt
London
@alvarezmarsal
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Simon Shepherd is a Senior Director with Alvarez & Marsal Corporate Transformation Services in London. He brings 18 years’ experience as both a strategy consultant and an in-house strategy and investment analysis director for hospitality companies. Mr. Shepherd’s primary areas of expertise are corporate strategy development and execution; hotel asset feasibility, contracts, and valuation; and market and commercial analysis. Mr. Shepherd has worked extensively across Europe and Russia/CIS as well as the U.A.E., Saudi Arabia, and Egypt.

Mr. Shepherd’s notable projects include a 14-month engagement with a FTSE 100 U.K. hospitality company with multi-site hotel and restaurant operations. The project defined and delivered a £400 million cost-efficiency program. Mr. Shepherd oversaw the design and delivery of efficiencies across hotel and restaurant operations, delivering £70 million of labor efficiencies. Working directly for the COO and CHRO, Mr. Shepherd personally led the design and planning of a large restructuring program for site management (both on- and above-property), as well as overseeing the design and implementation of efficiency programs in housekeeping and front-of-house labor.

Mr. Shepherd led commercial due diligence workstreams, co-creating the growth strategy and substantiating the business plan for a portfolio of U.K. lifestyle hotels. He also led due diligence for a hospitality company to partner with a brand major and subsequent carve-out of brand and restructuring of RemainCo operations.

Before joining A&M, Mr. Shepherd spent three years with Sonder, a U.S. tech-enabled hospitality company. As Director of Investment Analysis, he was responsible for underwriting all hotel and apartment deals to support expansion across EMEA. Mr. Shepherd created underwriting methodologies and P&L and cashflow models, and supported data infrastructure for mass-model management. He also established strong governance for deal approvals and advised on the company’s market expansion strategy.

Prior to this, Mr. Shepherd spent eight years with InterContinental Hotels Group in senior corporate strategy, development strategy, and investment analysis roles. Before that, Mr. Shepherd was a Strategy Consultant for IAMCO Partners, a boutique advisory firm.

Mr. Shepherd earned a bachelor’s degree (first class) in German and mathematics from Cardiff University and an MPhil in European politics from the University of Oxford. He is a fluent German speaker.

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Thought Leadership
April 2026 is set to hit small UK retailers with a fresh wave of cost hikes, pilling pressure onto a sector many say is facing its toughest time since Covid. Rising wage, insurance, sick pay, business rates, energy standing charges, and reduced owner take‑home pay arrive as consumer demand softens and inflation fears persist amid geopolitical tensions. SMEs enter with limited resilience and mounting headwinds—including late payments, crime, and heavier admin/tax burdens—raising the risk of closures or contraction. The piece urges defensive cost control where necessary and, where possible, smarter pricing, operational efficiency, and targeted automation/analytics to protect margins and conserve working capital.