Experience

MatchFit (Sports PR Agency)

• United Kingdom
• Public Relations and Communications Services
• 1 - 100 Employee

• Co-Founder

  • Jan 2019 - Present

  “We want everyone to love sport as much as we do.” I am the Co-Founder of MatchFit, an award-winning, independent sports PR and sponsorship activation agency, on a mission to make everyone love sport as much as we do. We know sport’s ability to make history, inspire, change lives, entertain, educate and build communities. As PR and sponsorship experts, we thrive when telling the amazing stories of our clients. Headlined by The FA, LiveScore, Marks & Spencer, The EFL and one of the world’s leading football clubs, each client helps to reinforce our mission, from grassroots and community all the way to global entertainment and the elite of sporting performance. It’s time to get MatchFit. www.matchfit.biz Awards and Shortlists this Year: - UK Sponsorship Awards – Agency of the Year 2023 - Sport Industry Awards - Young Agency of the Year 2022 - UK Sponsorship Awards - Breakthrough Agency of the Year 2022 (WON) - Football Business Awards - Agency of the Year 2022 (SILVER) - Sports Business Awards – Agency of the Year 2022



DNAfit

• United Kingdom
• Wellness and Fitness Services
• 1 - 100 Employee

• Senior PR Consultant (Freelance)

  • Jan 2017 - Jan 2019

  Innovative brand studying DNA to match consumers and athletes to bespoke diet and training plans. Skills: - PR campaign planning, media relations, talent briefing Achievements: • Using the newshook of the African Cup of Nations I leveraged a small international partnership with the Egyptian Football Association into a story with strong cut-through in English media. • Launched Take Flight, a new 12 week workout plan from GB Olympian Greg Rutherford positioning him as an authority on health and nutrition to a mainstream consumer audience.



Synergy

• United Kingdom
• Advertising Services
• 1 - 100 Employee

• Account Director

  • May 2011 - Aug 2016

  With a core expertise in creative PR rooted in brand strategy, my remit as an Account Director saw me lead the integration between PR, social, activation and events across my key accounts. - Developing campaign strategy based on audience insights & brand positioning - Creative campaign planning and writing and pitching of campaign proposals - Line management and coaching – Leading account teams between 3 – 12 staff, responsible for a number of individuals formal line management reviews and SMART career plan development - Media relations – leading my team by cultivating a culture of media relations to deliver impact - Content creation: Leading creative on campaign video content and overseeing execution - Paid Media: Working alongside the digital team to recommend tactical deployment of spend - Talent negotiation – Ambassador recommendations & negotiations - Stakeholder relations – managing the relationship between rights holder, agency & client - Driving organic growth and revenue targets for my accounts - Budget management and staff resource planning for projects - Campaign measurement – liaison with evaluation agencies - Crisis communications – drafting of proactive crisis comms procedures and scenario planning Key Clients: - Capital One (Sponsorship of the Capital One Cup), Betfair (Consumer PR), Aviva (Title sponsorship of Aviva Premiership Rugby), MasterCard (Co-ordinating European PR for UEFA Champions League), Canterbury (Official kit provider to England Rugby) Achievements: • Canterbury: I led a 12 strong team behind the "Launched by the Loyal" campaign which put fans front and centre of the new England RWC shirt launch. The 3 month campaign featured social, a creative film and culminated in a launch event attended by over 100 global media. Using social as the vehicle to bring alive the creative proposition of "Committed to the Rose", the campaign was the most commercially successful shirt launch in terms of sales for both Canterbury and the RFU.



Shine Communications

• United Kingdom
• Public Relations and Communications Services
• 1 - 100 Employee

• Account Manager

  • Dec 2006 - Apr 2011

  Consumer PR agency focused at the time on entertainment, FMCG and sport clients. Skills: - Key focuses of the role included exceptional media relations and PR delivery, creative PR stunt development and execution, talent negotiation and media relations, and media spokesperson training. - Launching some of the most high profile video game releases between 2007-10 for EA SPORTS, including the FIFA football and Tiger Woods Golf franchises, enabled me to build a stellar network of key contacts within the sports and consumer press. - Additional: News agenda stunts, Account Management, New Business Pitching, Client Relations Key Clients: - EA SPORTS (Talent maximization, press office and launches), WWE (bringing WWE to a mainstream consumer audience), Royal Mail (consumer PR angles for front of paper) Achievements: • I played a critical role in a stunt to launch the video game Mercenaries 2, which delivered multiple national front pages and live broadcast coverage from my client Electronic Arts. Mirroring narrative within the game, we capitalized on the news agenda of record fuel prices, to give away free petrol to consumers, causing (intended) havoc. I acted as the media spokesperson with live interviews on the BBC 1 O’Clock News, ITN and BBC London Radio. The activity saw me shortlisted for the 2009 PRCA Frontline Communicator Award. The game entered the charts at number 1.