Leader in Public Affairs: David Sheen, Public Affairs Director, UKHospitality, “Take a risk, offer innovative solutions”

Mace | 5th August 2026 | In-House Public Affairs, Westminster Index

David Sheen pushes back against common perceptions about public affairs, but argues instead that it is about hard work, marshalling arguments, and building coalitions.

“My mate was a recruiter… he knew I liked beer and numbers so he had the job for me,” says David Sheen, describing an unconventional entry into public affairs. The role — a statistician position at the British Beer & Pub Association — came with an unusual commission fee (“a pair of jeans”), but it marked the start of a career that has since spanned some of the most economically and politically sensitive areas of the UK’s hospitality sector.

That background — rooted in data as much as policy — continues to shape how he approaches the role today.

UKHospitality represents businesses across the hospitality sector, including pubs, restaurants, hotels and leisure operators. It plays a central role in shaping policy on taxation, employment, regulation and tourism, advocating for an industry that is both a major employer and a key part of the UK’s economic and cultural fabric.

For Sheen, the policy landscape is broad — but one issue stands out. “Employment Rights — it’s so vast,” he says, before adding, “but also, everything else!” It is a reflection of a sector exposed to multiple overlapping pressures: labour costs, taxation, regulation and consumer demand.

His view of in-house advocacy reflects a preference for substance over spectacle. “Getting to know the details of subjects,” he says, alongside working with “business leaders who are passionate” and having “a clear voice.” It is …

Subscribe to The Mace

Join the member community shaping British politics and stay ahead of what's really happening in the world of politics and public affairs, with expert analysis, breaking news, and insider insights from Westminster and Brussels. The Mace is the leading news source and resource for the government affairs industry, offering required reading and lobby intelligence for professionals.

To see what you are missing out on by not subscribing to The Mace, click here to download our full membership info-pack. This includes having no paywall on op-ed content or profiles/interviews, allowing professional profiles to be read with maximum impact and visibility by government, special advisers, MPs, peers, civil servants, and policy and political decision-makers.



Leader in Public Affairs: Sophie Timms, Corporate Affairs Director, Kier Group, “Nothing is more important than keeping people safe”

Mace | August 27, 2026

Sophie has been passionate about politics since her teenage years. Now, she works at the intersection of policy, delivery and public accountability.

Leader In Public Affairs: Lewis North, Head of Public Affairs, Porterbrook, “Take care of your people and they will take care of you”

Mace | August 26, 2026

From gaining his politics degree to standing in the 2019 General Election - Lewis reveals how these experiences informed his career in public affairs.

Industry Watch: John Gill, Deputy Director of External Affairs, Reform UK – “There’s no limit to where a man can go if he doesn’t mind who gets the credit”

Mace Magazine | August 20, 2026

John Gill's promotion at Reform UK, just before the party launches its inaugural Business Day at its September NEC conference, is indicative of how the party is ramping

The Mace Questionnaire: Marshall Manson, CEO, FleishmanHillard UK – “Politics is seeping into business through every crack” 

Mace Magazine | August 12, 2026

The innovative digital comms veteran Marshall Manson, now CEO of FleishmanHillard UK, reveals how he misses The West Wing, was introduced to Westminster by Gyles Brandeth's political diaries

The Strategist: Michael Prescott, Managing Director, Hanover – “Better to risk being the most overdressed person in the room than the scruffiest” 

Mace | August 11, 2026

From political editor of The Sunday Times to bringing down two BBC chiefs, Michael Prescott reflects on his distinguished career as a journalist and now leading UK corporate

Leader in UK Public Affairs: Martin Turner, Director of Policy and External Affairs, BioIndustry Association, “Pensions reform is a major issue for us”

Mace | August 8, 2026

Turner’s work sits within the BioIndustry Association, the trade body representing the UK’s biotechnology and life sciences sector.

Leader in UK Public Affairs: Konrad Shek, Public Policy & Regulation Director, Advertising Association, “I prefer strategy to performance, substance to theatre”

Mace | August 7, 2026

Konrad Shek discusses his proudest achievement of building the Advertising Association’s credibility and influence in media literacy policy.

Leader in UK Public Affairs: Robert Forrester, Chief Executive, Vertu Motors plc, “Leaders need to cast a vision and hold people accountable”

Mace | August 6, 2026

Robert Forrester reflects on his achievement in helping to found a company 20 years ago that now generates £5bn in revenue and employs more than 7,500 people.

Leader in Public Affairs: Signe Norberg, Director of Policy and Public Affairs, ISEP, “Human relationships remain critical, AI needs careful application”

Mace | August 4, 2026

Signe Norberg reflects on her leadership philosophies, encouraging people to 'lead with humanity'

Leader in Public Affairs: Grace Pritchard, Downing Street Director of News and the Prime Minister’s Political Spokesperson

Mace | August 3, 2026

After heading the Makerfield by-election comms team, Grace Pritchard was singled out by Andy Burnham as being a key part of his northern campaign team. The self-styled 'Yorkshire