Group leadership role responsible for sales and marketing strategy for Live Nation and Secret Sounds Group music festivals and greenfield events. Mentored an internal team of six marketing and content specialists and oversaw an extensive network of agencies, creatives and content producers.Key Projects & Achievements:• Optimised agency remits and built a new 'agency village' servicing traditional and digital media, creative strategy and PR. • Successfully integrated Live Nation and Secret Sounds Group festival marketing teams and systems, realigning team structure to strengthen a highly skilled and motivated workforce. • Worked closely with the partnerships team to successfully shape and integrate activity with brands, including Optus, Red Bull, Rimmel and Land Rover. • Initiated a partnership with TikTok to sell festival tickets to fans directly within the app via a new Ticketmaster integration - a platform first in Australia. • Led a successful research project into audiences with non-Australian ancestry, with a focus on fans consuming Asian and Latin American content. • Led comprehensive brand studies into Secret Sounds Group festival content. • Managed complex senior stakeholder relationships and priorities across businesses. • Owned total annual marketing budgets over $3.0M.

Marketing Leadership role at Australia’s biggest touring music festival. Tasked with building and developing a dedicated marketing and promotions team and delivering a cutting-edge national marketing strategy supporting events in five Australian cities. Festival X was a joint venture between Live Nation and the team behind Stereosonic.

Marketing consultancy services for various clients in the arts and culture space.

Relocated to Australia in July 2021 and continued to advise on marketing and digital strategy.

A key member of the Senior Leadership Team. Led the sales, marketing, digital and audience functions of the business. I led and mentored a core team of six, along with an extensive global network of advertising, media and communications agencies and specialist contractors. Reported to the COO and Sir Andrew Lloyd Webber. Prepared monthly blue-chip grade reporting for the board of directors. Key Projects & Achievements:• Oversaw the development and successful implementation of an integrated sales, marketing and global audience platform. • Managed and evolved the company’s core digital and audience strategy, including websites, social channels, CRM, and customer and performance data integration.• Increased ticketing revenue by 10% in the UK (before market disruption from the COVID-19 pandemic).• Drove an average increase of 5% in ROI on global marketing activities.• Grew monthly music streaming activity by 40%.• Re-defined the company’s digital and content strategy during the COVID-19 pandemic.• Owned annual budget of over USD 10M.

Joined in a newly created role during a period of extended growth for the business. Focused on consolidating the marketing and digital strategy within the organisation, optimising existing sales and marketing operations, and developing the owned global audience. Oversaw sales and marketing strategy for productions in the US and UK, along with all global touring activity. Key Projects & Achievements• Oversaw the successful 'School of Rock the Musical’ rollout in the US, Europe and APAC. • Re-integrated digital strategy and social platform management in-house, establishing a core digital and audience strategy enabling The Really Useful Group to better understand, leverage and grow their digital assets and global audience. • Initiated and led brand research in partnership with Universal Music Group which focused on brand health and audience opportunities relating to Sir Andrew Lloyd Webber’s catalogue.

A senior member of the marketing team at Island Records working with artists, and on label projects and other activities. Produced and managed marketing campaigns for Jessie Ware, Robyn, AlunaGeorge, Chainsomkers and worked closely on Island Record's dance singles output.

Marketing and project management role at independent record label Domino Recording Co., working on global campaigns for acts including Artic Monkeys and Franz Ferdinand. An integral part of the team that delivered an award-winning campaign for the Arctic Monkey's Mercury-nominated and Brit Award-winning album, 'AM'.

Core member of the label marketing team working across compilation releases, streaming strategy and live events. Key marketing lead for the label services division, managing marketing and distribution for Axtone Records, Swedish House Mafia, Pete Tong, Nikki Beach and Ushuaia. Supported Ibiza club night residencies with marketing and promotional campaigns.

Designing and building digital and online assets and assisting in the management of online strategy.

Designing and building digital and online assets and assisting in the management of online strategy.