On 18th March 2024 CSM officially rebranded to Wasserman following the 2023 acquisition. Start of an exciting new chapter but very much business as usual within a much bigger and more diversified global agency.

The role revolved around 4 key areas of responsibility:1) RIGHTS:- Enable growth by securing selected rights holder relationships and converting brand led opportunities into sales for both retained and non-retained clients through the provision of data led insights, audience mapping, environmental analyses, benchmarking, value chain analyses, and expert strategic road-mapping.2. BRANDS:- Supporting our brand clients by analysing the 'Return on Sponsorship' through M&E (measurement and evaluation) in order to optimise their sponsorship programmes.3. CONSULTANCY:- The delivery of consultancy projects using our proprietary data, products and services and sports marketing expertise to enable growth across the CSM business. 4. DATA:- The management and provision of research and data, such as our proprietary 'CSM Global Fan Survey', and other consumer audience, social media and business analytic tools.

At JMI (then CSM Sport & Entertainment) we served our clients through sport by leveraging our knowledge, creativity and capabilities to deliver best-in-class marketing solutions to generate lasting business impact.JMI was an independent agency representing brands and corporations in global motorsports. The agency operated from five offices around the globe and its clients participated in all major motorsports series, including NASCAR, Formula 1, Formula E, IndyCar, WRC, MotoGP, USCR, NHRA, and WEC. JMI’s client list comprised of leading corporations and brands such as Bose, Budweiser, Castrol, Clear, Crown Royal, DIAGEO, Epson, Farmers Insurance, Ford, GlaxoSmithKline, Hisense, Hoosier Tire, Jeff Gordon Inc, Johnnie Walker, LiftMaster®, Mazda, McKinsey, PNC, Qualcomm, Rexona, Singapore Exchange, SUBWAY® Restaurants, UBS, Unilever, UPS and Verizon Wireless. As a single-source marketing solution, we were able to leverage our expertise and industry connections to bring motorsport marketing programs to life. The diversity and success of our clients was a testament to the power of motorsport as a marketing platform.My role as Global Leader of Strategy and Consultancy revolved around 4 key areas of responsibility:1) Managing and providing advice and counsel to potential new clients seeking to maximize the usage of motorsport to further their brand and business objectives.2) Analysing the ROI of current clients to further guide their usage of motorsport .3) The provision of strategic research, benchmarking services and both quantitative and qualitative metrics of the motorsport sponsorship industry.4) Collaborating with Partnership Development (Sales) in providing additional insight, recommendations and expert guidance to potential clients on how to exploit a motorsport partnership platform.I was accountable for the P&L of my division and a member of the board that ran the company created by Zak Brown.

Responsible for running JMI’s Client Services International division based in our London offices, I ran a team of 35 individuals in 7 Account Teams responsible for managing the activation of motorsports sponsorship programmes on behalf of Diageo (Johnnie Walker), LG Electronics, Unilever, GSK, Castrol, UPS and UBS. We were and continue to be motorsport marketing experts who manage rights holder relationships, stakeholder integration, approval processes, B2C TTL comms, digital and social media platforms, innovative intranet sponsorship management tools, promotions, B2B initiatives, hospitality and experiential marketing programmes, as well as M&E based on negotiated scopes of work and against specific KPIs. I was accountable for the P&L of JMIs International Client Services Division.

Responsible for planning and integrating a global strategic framework for the F1 sponsorship property. Managing the activation of all aspects of the F1 sponsorship through; leadership of a global internal stakeholder, agency, and consultant network community; as well as through skilful management of the rights holders. Creating and managing the assets on behalf of the OpCos and meeting their requirements including: image acquisition, B2C TTL advertising, B2B, approval process, mobile marketing, digital and mobile content, promotions, experiential marketing, hardware, merchandising, team and driver appearances and best practice sharing. Through careful evaluation assessing results against key objectives of generating global brand awareness, differentiation, preference and consideration, generating revenue opportunities and having local relevance.

Developed a strategic implementation plan for exploitation of global sponsorship properties in MotoGP World Championship for Marlboro, Chesterfield and L&M brands. Negotiated and managed sponsorship of 4 major teams and 14 riders as well as global circuit signage package. Managed global rights holders and assets on behalf of all Philip Morris (PM) Affiliates and developed strategic framework for local sponsorship exploitation platforms. Managed global F1 Guest Hospitality Programme aimed at improving PM corporate image and generating revenue through B2B. Simultaneously managed Marlboro Experiential Marketing Programme in F1 and MotoGP , developing and managing large scale consumer promotional activities across all key European markets.Project Manager for World Cup Golf by Philip Morris (WCG) (1989-95), including all elements of integrated marketing campaign and event management in conjunction with the rights holders (IGA).Managed the Marlboro World Championship Racing Programme including motorsport partnership programmes in British & Euro Vauxhall Lotus, British F3 and Euro F3000 Championships, (graduates of school included Mika Hakkinen, Allan McNish, Eddie Irvine, JJ Lehto, Jean Alesi, Eric Comas and Laurent Aiello).