Profile
Senior global sports social media executive with 12 years of experience across four continents. I develop social strategies for leading brands, rights holders, athletes and franchises that redefine fan engagement, strengthen partnerships, build cultural relevance and unlock new revenue streams, creating culturally resonant content that turns fan passion into measurable business outcomes.
Experience
ATP Tour
2026Creator Network Strategy Consultant (freelance)
Washington, DCAuthored the ATP Creator Summit white paper and accompanying presentation, drawing on a workshop with six leading creators nominated by major social platforms. Explored the evolution of tennis fandom, creators’ experiences, best practices for building effective creator partnerships, and strategies to optimise creator content. Translated workshop insights into actionable recommendations for ATP Tour members, tournaments, senior executives, external stakeholders and social teams.
Wasserman / The.Team
2025Associate Vice President, Social
London, UKLed six global sports and partner accounts across multi-million-dollar portfolios including McCoy’s × NFL UK, ServiceNow × Aston Martin F1 and Rexona Clinical. Led end-to-end social strategy, creative, influencer marketing and content production. Partnered with C-suite clients and global Wasserman leaders, owning forecasting and budgeting.
Run Deep / Mother
2024Business Director
London, UKBusiness and account lead, and new brand strategy, creative and activation agency in sport, entertainment and culture. Clients included Tottenham Hotspur F.C and Redbreast Irish Whiskey.
M&C Saatchi Sport & Entertainment
2022–2024Senior Social Account Director, adidas lead and NFL UK
London, UKSocial business lead across the multi-million-euro adidas Running, adidas Runners and NFL UK portfolio, managing the agency’s largest account budget and established the agency’s first social-dedicated team.
Fifty Digital / 50 Sport
2021Senior Digital & Social Account Director
London, UKAccount lead for high-growth clients, resulting in award-winning social strategy, campaigns and content for Volleyball Nations League, Tokyo2020, W Series and DS TECHEETAH in the UK and China. Responsible for ensuring accounts achieve success through innovative content.
Rehab
2020–2021Senior Account Director
London, UKResponsible for leading digital innovation-focused projects and highest grossing accounts, and creating industry-leading products tested by Senior Leadership Teams across some of the world’s most successful companies including Nike, Google and GlaxoSmithKline.
Beyond
2017–2019Senior Client Manager
New York, USGenerated approx. $3m from Fortune 500 companies; owned end-to-end client relationships, including leading discovery processes to understand their needs and business environment, and proposing tech products that anticipate their needs. Clients included Google and Novartis.
Hot Pot Digital
2014–2017Account Manager
London, UKClient lead on five key accounts in the US and UK across the retail, luxury and travel industries; led team of digital strategists and social media managers, managing scopes of work and account finances.