Live Events
Extensive experience leading the fan experience delivery of major England Rugby internationals, global tournaments, and 120+ events across 26 sports — helping showcase brands and engage fans through unforgettable live experiences. Skilled in using stadium technology and iconic venues to enhance spectator impact and bring events to life.
ENGLAND RUGBY | SENIOR MEN
Led the delivery of over 50 international test matches at Twickenham Stadium, as well as a major fixture at St James’ Park, Newcastle.
Transformed the matchday experience by integrating cutting-edge technology and elevating fan engagement across every touchpoint.
Managed a multidisciplinary team responsible for all elements of fan engagement and matchday production — including fanzone activation, team arrivals, physical and digital branding, pre-match entertainment, presenting talent, big screen and IPTV content, stadium music, team entrances, pyrotechnics, lighting design, anthem performances, broadcast liaison, RF camera integration, influencer partnerships, halftime entertainment, sponsor activations, LED content, post-match presentations, and digital engagement.
Achieved a CSAT score of 90%+ and drove a measurable increase in ticket sales among younger demographics.
ENGLAND RUGBY | RED ROSES | LIVE MATCHDAY EXPERIENCES
Led the matchday experience for over 50 England Red Roses internationals, combining live event delivery with strategic brand development. My work helped grow attendances from just 3,000 in 2019 to 59,000 in 2023 and culminating in a sell-out crowd of 82,000 at Twickenham Stadium in 2025.
In 2023, Red Roses vs France was named ‘Best Event’ at the Sports Industry Awards, celebrating a matchday experience that featured everything from fairground rides and a custom-built Red Roses fanzone, to a half-time performance by the Sugababes and seamless digital integration.
I led the team responsible for every aspect of fan engagement and entertainment — from creative concept to live delivery.