Business Development Manager - Admiral Sportwear
(2026-04 - 2026-06)
Football sportwear brand – Fixed Term Contract
- Built and segmented a targeted database of 500+ sports clubs to execute data-driven CRM e-shots, driving direct lead conversion and localised brand engagement.
Campaign Director - Ear to the Ground
(2025-09 - 2026-02)
Creative agency – Sport, Entertainment & Culture. Fixed Term Contract
- Managed high profile clients including Nike, NBA and JD Sports, maintaining strong stakeholder relationships, whilst identifying opportunities for continued commercial growth.
- Led the agency's first influencer campaign for the NBA's 2025/26 Tip-Off season, delivering creator campaign across the UK, France and Germany and generating 1m+ impressions, 72.3k engagements and 82% +ve sentiment.
- Drove the strategic development of JD Sports' Air Max 95 campaign, bringing together various internal teams creative to deliver an award winning social first activation.
- Coordinated the development of Nike's retail partnership with Foot Locker France, creating a disruptive consumer experience featuring Nike athletes, Paris fashion students and leading creators.
- Led internal teams delivering six-figure integrated campaigns on time and within budget, exceeding client expectations.
- Coordinated project meetings and client status calls, ensuring alignment on objectives, timelines and deliverables.
- Managed campaign budgets and project scope while balancing creative ambition with commercial objectives.
Senior Marketing Manager - Fourthwall Creative
(2022-12 - 2025-09)
Sports marketing agency
- Delivered integrated, multi-channel campaigns spanning paid media, social media, PR, CRM, events and content marketing.
- Grew British & Irish Lions membership from 600 to over 15k paid members within six months.
- Grew Aston Villa's membership from 20k to over 55k members which outperformed the industry standard of 78%
- Senior strategic marketing lead across Aston Villa FC, British & Irish Lions and Welsh Rugby Union accounts.
- Led and mentored two Marketing Executives, creating a high-performing team culture of development and growth.
- Created long-term growth strategies for fan membership programmes, driving measurable improvements in acquisition, engagement and retention.
- Facilitated consumer research and insight sessions to inform campaign planning, product development and strategies.
- Led the planning and delivery of WRU match day events in Cardiff (c.2,000 attendees) and at WRU's training complex.
- Supported the planning and delivery of British and Irish Lions member events across the UK and Ireland.
Field Marketing Manager, Northern England - Red Bull UK - Northern England
(2022-05 - 2022-11)
- Identified and secured new commercial partnerships, including Red Bull's first national CrossFit gym agreement with TRAIN Crossfit Manchester, creating new revenue and brand distribution opportunities.
- Planned the 2023 regional marketing activation plan across Sports, Fitness, Culture and Gaming, working in partnership with the senior marketing management team to ensure all activity aligned with local strategy.
- Delivered the global strategy to execute immersive brand experiences across Red Bull's third-party and owned events across my region, delivering record product sampling and increased brand visibility with core target audiences.
- Delivered the distribution of Red Bull's physical marketing assets including the iconic Red Bull Mini Coopers, DJ event vehicles, as well as a wide selection of pop-up event tools.
- Day-to-day management of the regional team consisting of two field marketing specialists and one event intern.
Account Director - The Fresh Group
(2021-11 - 2022-02)
Experiential events
- Led the Co-op account, acting as the primary strategic contact while developing the 2022 local engagement strategy and overseeing integrated experiential campaigns.
- Partnered closely with internal creative, production and project teams to develop campaigns that aligned with client objectives and strengthened local community engagement.
- Directed the planning and delivery of the Co-op Taste Challenge programme, delivering more than 3,000 consumer sampling activations that increased product awareness, store footfall and sales conversion.
- Mentored junior members of the team, providing strategic guidance and coaching to help maintain high levels of service.
Brand Manager, MP sportswear - MyProtein
(2020-04 - 2021-09)
Sports apparel
- Led the evaluation and improvement of MP's brand strategy across Men's, Women's and Youth categories.
- Restructured MP's approach to brand story-telling and art direction by incorporating hero athletes and influencer partners.
- Partnered with Product, Design and Commercial teams to define product positioning, launch strategy and category growth.
- Delivered the brand's highest-performing campaigns, including AW20 Progress Never Stops and SS21 Fit For Purpose.
- Responsible for the annual brand budget and executing the multi-channel marketing activation plan.
- Delivered exceptional product focused PR coverage across top tier media showcasing hero product collections.
- Secured new landmark partnership deal with London's influential fitness apparel wholesaler WIT Fitness which resulted in an instore launch event and full store takeover to launch MP's SS21 Adapt CrossFit range.
- Responsible for driving positive change to extend creative and production services externally.
- Instrumental in the recruitment and activation of new elite MP athletes and leading fitness influencers.
- Responsible for leading the brand marketing team consisting of a campaign manager, campaign executive, partnership executive and content executive, alongside the day-to-day management of the in-house creative and production studio.
Brand Activation Professional - Under Armour UK - UK & Ireland
(2015-04 - 2019-12)
Technical performance sportswear
- Served as the day-to-day strategic marketing contact for Under Armour's highest-profile sports partnerships, including Welsh Rugby Union, Aston Villa FC, Southampton FC and Wasps Rugby.
- Executed UA's annual kit launches with sports marketing assets including planning, production and delivery of retail assets.
- Led partnership activation planning across major sporting moments including Six Nations, Autumn Internationals and seasonal kit launches.
- Activated UA athletes inc; Anthony Joshua, Trent Alexander-Arnold and Granit Xhaka through PR, events and content.
- Created the Armour Camp event strategy which delivered mass participation training events across the UK and Ireland.
- Delivered UA's largest mass attended workout which generated 500+ workout participants, fitness influencer and PR coverage and attendance of world champion athletes and celebrities.
- Responsible for the UK & Ireland Tough Mudder partnership, managing all branding and activation activities.
- Planned and executed UA's HOVR shoe launch event showcasing the brand's latest technology to over 130 industry media.
- Partnered with universities and specialist gyms to create key city training communities to drive hype and awareness.
- Developed digital content for retail partners to drive product sell through with Sports Direct, JD, Wiggle and Pro Direct.
- Brought to life UA's 'Rule Yourself' campaign by curating an Anthony Joshua's inspired training experience at the SDI Annual Conference which subsequently secured the 'Best Brand on Show' award outperforming Nike, Adidas and Puma.
- Responsible for the creation of UA UK's first-ever influencer strategy; involving talent ID, recruitment, product seeding.
- Identified and recruited London Midnight Runners and LDN Brunch Club to become official UA run crews.
- Built a new high profile celebrity relationship with the Beckham family which resulted in highly visible product placement.
- Led the day-to-day relationship with the London based PR agency to support key quarterly product and brand campaigns.
Marketing and Commercial Roles - Early Career
Earlier career included marketing and commercial roles with Kukri Sports, Chill Factore and Bupa, building expertise in sports marketing, sponsorship, partnerships and brand development.
