Experience

The Rugby Football League

• United Kingdom
• Spectator Sports
• 100 - 200 Employee

• Chief Commercial Officer

  • Oct 2018 - Present

  Chosen, in reflection of expertise, as a member of the Executive Board for The Rugby Football League, the governing body of Rugby League in the UK. Remit includes management of cross-functional teams, spanning commercial sales, partnerships, marketing, digital, communications, data/insight, CRM, fan experience and events for the sport of Rugby League (40 full time staff and +20 part time staff). The position operates as senior responsible officer for all RFL major events, including the Challenge Cup Final at Wembley Stadium and all England RL home internationals at stadiums such as Anfield, Elland Road and the London Stadium.• Record income from commercial partnerships already achieved for 2019 including Coral as the new main commercial partner for the Challenge Cup.• Attracting +100,000 members in the first twelve months by launching a Rugby League Membership Scheme (Our League) that delivers an enhanced level of personalisation for customers primarily via web and app platforms.• Launching OTT platform for live streaming of Rugby League games around the world as the sport makes itself fit for purpose for its next broadcast rights cycle. Show less

• General Manager - Super League (Europe)

  • May 2016 - Oct 2018

  Handpicked to grow the Super League in the UK and targeted overseas market, with a focus on revenue, commercial income, attendances, TV viewers, digital engagement and brand. Stakeholder management of all commercial partners plus Sky & BBC as the main broadcast partners was a key accountability. Overall control of a team of 30+ with £2M budget control and targets of over £8M.• Strengthening business performance of 12 Super League clubs; including increasing breakeven performance, from 2 to 8 clubs;• Increasing digital engagement by 60%, commercial revenues by 33%, TV viewers by 16% and attendances by 3%; Show less

• Commercial, Marketing & Communications Director

  • Mar 2014 - Oct 2018

  Achieved selection, in reflection of expertise, as a member of the Executive Board for both Super League, the elite domestic competition of Rugby League and The Rugby Football League, the sport’s governing body. Remit included management of cross-functional teams, spanning commercial sales, partnerships, marketing, digital, communications, data/insight, CRM, fan experience and customer service for the sport of Rugby League (40 full time staff and +20 part time staff). The position operates as senior responsible officer for all Rugby League major events, including the Super League Grand Final at Old Trafford.• Delivering record commercial profits to both the RFL and the SLE clubs in 2015 (with further growth in following two years) and securing record commercial partnership income for 2017.• Accomplishing first ever sell-out for the Super League Grand Final 2015 and again in 2017 at Old Trafford, in addition to record crowd and profit for Magic Weekend 2016 and again in 2017 at St James’ Park, Newcastle.• Securing an additional budget of £10M for a new 7-year sales and marketing strategy by gathering consensus at Board and senior stakeholder level. • Attracting +50,000 members and an additional £100k income (in first six months) by launching a Rugby League Membership Scheme that delivered an enhanced level of personalisation for customers.• Launching OTT platform for live streaming of Rugby League games around the world as the sport makes itself fit for purpose for its next broadcast rights cycle. Show less



UK Anti-Doping

• United Kingdom
• Spectator Sports
• 1 - 100 Employee

• Non Executive Director

  • Jul 2021 - Present



Rugby League World Cup 2013

• MediaCityUK, Manchester

• Head Of Marketing

  • Mar 2012 - Mar 2014

  A fast-paced role as a key member of the senior management team at Rugby League World Cup 2013; directly managing all marketing activity including media/advertising campaigns, digital marketing, CRM, brand management, fan engagement, tournament ‘look and feel’, opening/closing ceremonies and community initiatives. Accountabilities included a £2.5M budget. • Achieved a net income of £8M through sales of 500k tickets by designing and executing strong marketing, ticketing and pricing strategies. • Pivotal in delivery of the most successful Rugby League World Cup ever; with all targets achieved for ticket sales and income. • Established, grew and evolved partnerships with the 26 hosts (stadiums and local authorities), 21 venues and various other stakeholders, including broadcast partner, the BBC as host broadcaster. • Attracted a world record crowd for a Rugby League International of +74k for the final at Old Trafford and attained a further 8 sell outs and 4 stadium records, for any sporting event. • Realised attendance records for international Rugby League games in England, Wales, France and Ireland. Show less



Newcastle Falcons Rugby Club

• United Kingdom
• Spectator Sports
• 100 - 200 Employee

• Commercial Director

  • Nov 2010 - Mar 2012

  Headed up the sponsorship, corporate sales, marketing, advertising and match day experience activities of Newcastle Falcons. Responsibility was held for directing corporate sales, account management, marketing, media/PR, match day events, community foundation and box office teams (total 12 full time staff and +50 part time staff). Remit included account management of all major sponsorships at Newcastle Falcons and central sponsors secured by Premiership Rugby. • Secured +£2M of sponsorship, commercial and ticket sales within year 1 (with a 50% increase in Year 2) by implementing a robust sales/marketing strategy, whilst working to attract and grow sponsorship. • Extracted maximum value from corporate hospitality and advertising packages, from executive boxes sold on a season long basis through to individual match hospitality, by designing packages and sales/marketing plans. Show less



Durham County Cricket Club

• Marketing Director

  • Oct 2008 - Nov 2010

  Took ownership of all marketing activities of Durham CCC, whilst leading sales, marketing, media, foundation, merchandise, lottery and box office teams (total 17 full time and +25 part time staff). The position operated as account manager for major sponsor, Emirates Airlines and representative for the Test Match Grounds Commercial Group. Compiling bids to attract international cricket games and music concerts to the venue was a key accountability. • Realised venue record ticket sales for an international match, up 41% on the previous record, and first ever a domestic sell out for a match, up 33% on previous record. • Increased the number of people that visit the venue through sales of season, international cricket, twenty20 and music event tickets. • Secured an upgrade of Emirates Airlines sponsorship, from t20 shirt sponsor to main club sponsor with stadium naming rights. • Spearheaded successful bids for first ever Ashes Test Match to be held in the North East and numerous music concerts. Show less



Everton Football Club

• United Kingdom
• Spectator Sports
• 400 - 500 Employee

• Consultant

  • Sep 2007 - Oct 2008

  * Working with Everton Football Club to increase ticket sales for home matches * Working with Everton Football Club to increase ticket sales for home matches



South Northumberland Cricket Club

• Chief Executive

  • Jul 2007 - Oct 2008

  Progressed to a top-level role with accountability for driving the success of all on and off field activities at SNCC and the Newcastle Indoor Cricket Centre, with accompanying responsibility for 7 full time and +25 part time staff. Remit included full financial control of the business, strategy development/execution and organisation of high profile events. • Achieved a 69% increase in turnover, with the company breaking even for the first time, by identifying and pursuing opportunities for new revenue streams. • Delivered a 30% increase in visitors to South Northumberland CC, with over 50% being new visitors, by exploiting new ways of raising the Club’s profile. • Consistently achieved financial targets across all departments (conference/banqueting, playing/coaching, ground maintenance, community and bar/functions). Show less



Newcastle Falcons Rugby Club

• United Kingdom
• Spectator Sports
• 100 - 200 Employee

• Head of Marketing

  • Oct 2003 - Jun 2007

  * Responsible for increasing income from season ticket and match day ticket sales * Draw up the marketing plan, budgets and targets for ticket sales on a seasonal basis to be presented to the Board and once agreed ensure delivery * Promote and protect the Newcastle Falcons brand through national and local press, radio advertising, CRM system, direct mail, poster campaigns, official website and ezine, sales telephone calls and partnerships with rugby clubs, schools, businesses, organisations and fans as well as community activity * Manage the Marketing, Sales, Customer Services, Community Marketing and Ticket Office departments * Event management including Newcastle Festival of Rugby, Corporate Dinners and Match Days Show less