The Professional Squash Association (PSA) is the global governing body responsible for the administration of both men’s and women’s professional squash around the world.With over 1,400 registered players and over 600 events taking place across the globe every year, the PSA Squash Tour and the PSA Challenger Events are both managed and run by the PSA and showcases the game of squash at its highest level in some of the world’s most unique and stunning locationsDrive Sponsorship Revenue for PSA Tour and Events-Sponsorship Packages: Develop multi-tiered sponsorship packages for PSA events, allowing brands to invest at varying levels (title sponsor, associate sponsor, etc.)-Customised Engagement: Offer tailored sponsor engagements—naming rights, on-court branding, player endorsements, or digital engagement on squash-related content.-Cross-Industry Appeal: Appeal to companies from sectors like tech, education, or luxury goods that might not traditionally sponsor Squash but want to reach an upscale, global audience.Engage with Betting Operators-Data & Streaming Rights: Use the valuable tour data and the growing sports streaming sector to forge partnerships with betting operators. Ensure data integrity and responsible gambling partnerships.-Aggregators: Work with sports data companies and betting aggregators to package rights and offer unique access to squash match statistics, player analytics, and live data.-Licensing Deals: Build deals that allow betting operators to license PSA match data and live streams.Ticketing and Hospitality Revenue-Premium Experiences: Focus on selling VIP tickets, premium hospitality packages, and unique fan experiences (meet-and-greets with players, access to training sessions)Contract Management-Renewal Strategy: Monitor contract performance metrics and initiate renewals before expiration, ensuring partners see continued value in their involvement.

As Non-Executive Director at Squash Wales, I provide independent oversight and strategic guidance to contribute to the organisation's long-term success. I bring diverse skills and experiences to the table, ensuring accountability and adherence to best practices in sport governance and management.

In my role as Global Head of Revenue at Tixserve, I led the development and implementation of sales and marketing strategies to achieve corporate revenue objectives. By actively securing contracts with larger target clients, I maximised business opportunities and profitability. Additionally, I managed and developed sales, marketing, and client success teams to drive continuous improvement. Positioning Tixserve as a data acquisition partner that can help grow revenues through data, fan engagement, ticket distribution, and ticket security in the sports and entertainment sector.

As Chief Commercial & Engagement Officer and member of the SMT my main role was to drive transformational change across the organisation, utilising insights & data to help formulate strategic commercial business decisions, drive revenues in line with business plan and maximise revenue streams. Monetising FAW services and assets, initiating innovative practices, developing digital and e-commerce strategy while establishing a cohesive brand domestically and internationally. Selective key achievements:- Established strategic commercial and marketing plans to maximise revenue streams generated by hospitality, fan engagement, ticketing, sponsorship, merchandising, communications, licensing, new business opportunities, services and teams’ management. Sponsorship revenue increased by 46%, ticketing and membership revenue by 259% and membership numbers by 626%+.- Increased membership revenue by 147% and campaign ticket revenue by 203% during Euro 2020 campaign.- Developed social media strategy, enhancing fan and brand engagement and commercial revenue. Facebook engagement increased by 51.8 %, Twitter by 47.1%, and Instagram by 140%. FAW ranked eighth in UEFA social media table of 55 federations. The third largest growth according to Euro 2016 growth tables.- Managed partners/stakeholders, forging productive working relationships across multiple sectors domestically, locally and internationally with new commercial partners to increase brand impact and visibility..- Mentored, coached and developed managers and personnel, embedding organisation’s values and motivating team members to attain shared visions and goals.

- Discusses the general marketing and commercial strategy for all UEFA competitions for the attention of the Executive Committee- Advises on matters concerning the relationship between UEFA and its various marketing and media partners- Fosters exchanges between national associations and/or clubs on marketing and media matters- Monitors development and evolution of the industry- Discusses topics dealt with by other committees that also concern UEFA's marketing and media activities

- Main focus of the role is to manage all sales and marketing activities throughout the club encompassing commercial revenue, sponsorship, ticketing, membership, retail and non match day functions- Accountable for the creation of innovative strategies facilitating profitable business growth to achieve financial goals- Responsible for sourcing and securing new income streams for the clubs portfolio of products generating sales - Providing leadership and direction for a team of seven staff with accountability for recruitment, selection and training - Personally accountable for the content and development of the website ensuring updates are made accurately - Overseeing the delivery of marketing collateral, writing copy, editing and proof reading as required - Match day manager for the ECB - Responsible for the development and implementation of marketing and communication strategies across the brand- Accountable for promoting the club through all media channels in line with overall objectives- Driving forward increased memberships by ensuring all business opportunities are followed up forging strong relationships with local businesses- Managing the Marketing and Community Co-ordinator, Community Liaison Officer and New Media Co-ordinator- Controlling the relationship and rights delivery of T/20 partner emirates to maximise the commercial stream from emirates

• Carrying out a varied role for this leading graphics company working in account management and business development areas • Managing a high profile FA and Wembley Signage Contracts with responsibility for sponsor delivery, signage budgets, signage delivery and client liaison• Successfully developing a comprehensive signage manual for Wembley Stadium for use as a master doc for all FA and Wembley Events• Delivering the role of signage contractor for the ICC Cricket World Cup 2007 ensuring all project milestones are completed on time and within budget • Liaising extensively with third party agencies, event and governing bodies to ensure full contract delivery in line with customer requirements

• Fixed term contract for ICON the leading Sports Event Branding company responsible for the Account Management of the European U21 2006 Championships in Porto, Portugal• Responsible for signage budgets, sponsor delivery, all tournament signage logistics and extensive UEFA liaison • Working as signage manager for the 2006 World Cup with accountability for the management of signage crew, sponsor delivery and client liaison

• Responsible for generating campaign strategies and tactical plans for some of the highest profile football sponsorships in the UK including the England Team, Wales Team, Football League and Football Conference• Accountable for the successful leverage of Nationwide’s sponsorship of The England Football Team, Football League, Football Conference, Wales Football Team, Scottish Football Team, Irish Cup, Swindon Town, Northampton Town and Halifax Town• Playing a key role in the development of innovative marketing campaigns to increase members and gate receipts for the clubs and governing bodies• Working with major football bodies including The FA, Football League, Football Conference, The Wales FA and The Scottish FA throughout campaigns • Accountable for the Marketing and Communications budget ensuring delivery in line with levels set

• Accountable for managing the professional governing bodies in Snooker and Golf throughout World Ranking Tournaments including;o Embassy World Championship, Masters, UK Championship, Belfast Trophy, BMW Italian Ladies Golf Open, Ryder Cup Wales Senior Open, South African Airways Open, Pot Black Cup• Controlling tournament budgets with responsibility for the delivery of sponsor/supplier and governing body contracts• Leading teams of up to one hundred contracting staff and suppliers prior to and throughout the event • Spearheading marketing activities executed specific schedules according to individual event requirements • Working directly with event and tour sponsors and suppliers to ensure full contract delivery and setting design and logo visibility in conjunction with TV production, design and branding coordination, hospitality, ticketing and accreditation requirements