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
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.
World Rugby | HSBC Sevens Series, London
Partnering with World Rugby on the London leg of the HSBC World Sevens Series, I led the creative direction and brand development across theme, identity, and marketing materials. After a COVID-enforced break, I reignited the event with fresh energy and innovation, drawing average crowds of 76,000 and achieving over 90% customer satisfaction. My role also spanned stakeholder and partnership management, talent and influencer recruitment, and delivering immersive fan experiences in-stadium and in the fanzone.
BUCS Surf Championships 2010-2014
Transformed the BUCS Surf Championships into Europe’s biggest surf competition, bringing together elite young athletes, brands, and fans in a festival-style atmosphere.
Managed end-to-end delivery — from competition and safety operations to crowd engagement and live entertainment.
Partnered with Red Bull and E&J Gallo, creating authentic brand activations that became core to the event’s identity and growth.
BUCS Alpine Snowsports Championships
One of the most competitive snowsports events in Europe, incorporating ski and snowboard disciplines from freestyle to Super-G. I led all aspects of event delivery — from competition management and logistics to marketing, partnerships, and spectator experience.
I expanded commercial opportunities by introducing accommodation packages, sponsor activations, and large-scale après-ski events, transforming the championships into a festival-style experience. The event attracted over 1,500 participants each year, alongside a significant spectator audience
Fanzones & Activations
I have led a range of high-impact fanzone and brand activation events both in the UK and internationally. From delivering a seven-week venue takeover at the foot of The Shard during the Rugby World Cup 2023 to large-scale fan engagement experiences in France and Japan, I bring a deep understanding of what makes live experiences resonate with audiences.
My approach blends creativity with commercial insight — ensuring each activation is not only relevant and engaging for fans but also strategically valuable for brands and rightsholders.