London, England, United Kingdom
Experienced senior executive with a demonstrated history of success in the sports industry. Skilled in Sales, Event Management, Media Relations, Employee Training, Sports Marketing and P&L Management. Recruiting, training and developing talented young people has been the key to my success in this industry.
• Scaled commercial revenue from under €2M to nearly €50M across a three-year period, establishing Como 1907 as one of Serie A's fastest-growing commercial operations • Founded Como Ventures, the club's early-stage incubator and investment platform — the first of its kind in European football • Oversee the full commercial portfolio across Como 1907, Como Brewery, SENT Tourism, Como Ventures, SENT Digital, and ComoTV • Manage and develop partnerships with globally recognised brands including Revolut, Brioni, Ferrari Trento, and Neuberger Berman
• Designed and launched the "Beyond Football" commercial model, repositioning Como 1907 as a lifestyle and culture brand rather than a traditional football club • Secured landmark partnerships with adidas (Technical Partner) and Uber (Front of Shirt), the club's most significant commercial agreements at the time • Led a concurrent stadium feasibility study with four global agencies — Legends, CAA, IMG, and Elevate — informing the long-term venue development strategy • More than doubled season ticket sales in the club's final Serie B season, building the commercial foundation ahead of promotion to Serie A • Built the commercial and operations function from the ground up, scaling from zero to a 20+ person team within 18 months • Brought food and beverage operations in-house, delivering a 30x increase in F&B revenue • Expanded corporate hospitality capacity from 360 to more than 1,900 guests, transforming the matchday commercial offer
• Expanded scope beyond sales leadership to drive enterprise-level business strategy, including new market development and the creation of marquee event properties • Exceeded 2022 Consumer Admissions Revenue budget by 44% — representing a 214% outperformance against the baseline expectation set at the start of 2020 • Delivered six sold-out events in 2022
• Following the NASCAR-ISC merger, appointed to a newly created league-level role to build and lead a centralised sales function covering all consumer, group, and premium revenue across 12 NASCAR-owned tracks • Exceeded 2020 Consumer Admissions Revenue budget by 30% despite the pandemic — one of the few major sports organisations to outperform targets that year • Exceeded 2021 Consumer Admissions Revenue budget by 85%, restoring sales to above pre-pandemic levels within a single season • Sold out the 2022 Daytona 500 before Christmas — two months ahead of schedule and the first time in the event's history • Scaled the sales organisation from a 12-person academy to a 105-person team in under two years • Deployed Outreach.io as the organisation's first enterprise sales engagement platform, materially increasing team efficiency and connection rates
• Directed Corporate Sales, Ticket Sales, and Ticket Operations across one of NASCAR's flagship venues • Exceeded sponsorship revenue budget and sold out all corporate and consumer hospitality areas in the same season • Grew ticket sales for both NASCAR Cup Series races at the venue — the first time both events had increased simultaneously in 15 years • Founded The Fuel Academy, an inside sales development programme designed to recruit, train, and advance early-career sales talent
• Named 2015 Carolina League Executive of the Year • Hosted the 2017 Carolina League All-Star Classic, the league's marquee event • Grew season ticket revenue 379%, group and suite revenue 111%, sponsorship revenue 31%, and total gross revenue 41% over a four-year period • Delivered the four highest net income seasons in the organisation's ownership history • Produced 45 of the 50 highest-attended games in the Salem Red Sox era • Developed a talent pipeline that has produced professionals now working across MLB, NBA, NHL, and NASCAR • Led capital infrastructure projects including the installation of a new Daktronics video board and full playing surface replacement, in partnership with Salem city officials
• Delivered 11 sellout crowds across two seasons — compared to one in the previous six years — through a complete reimagining of the fan and commercial experience • Grew season ticket revenue 221%, sponsorship revenue 19%, and total gross revenue 36% over a two-year period • Negotiated a new 10-year lease with Salem city officials, securing the organisation's long-term operational foundation
• Generated 1,400+ new full-season equivalents (FSE) across three seasons — nearly three times the output of the prior three-year period • In first season overseeing group sales, set a team record in group ticket revenue, achieving a 24% increase despite a two-game schedule reduction • Produced the two best group sales seasons (revenue and ticket count) in the team's 12-year history • Reversed five consecutive years of individual ticket revenue decline, delivering three straight years of growth • Built and led the sales hiring process through an inside sales programme incorporating DISC and Workplace Motivators assessments
In first season as Season Ticket Manager doubled New Season Ticket Revenue over previous season.