Abu Dhabi Emirate, United Arab Emirates
Commercial-focus media and marketing professional with over 18 years experience in brand partnerships and the digital media landscape with an extensive local and global network at both client and agency level. Specialising in esports and gaming. Excellent understanding of digital publishing and content distribution.
Focused on the development of the GTM strategy for partnerships and a soon-to-be-announced business vertical, as well as opening up partnership conversations across endemic and non-endemic brands.
After 5 months in the business, my role expanded to include oversight of all commercial endeavours of the business - partnerships, sponsorship, Guild Studios (campaign-specific deals) and licensing. • International network of contacts includes a growing understanding and portfolio in the MENA region. • Pitching average deal size between £500,000 - £1,000,000. Notable deals include the Saudi Esports Federation, hummel (including Kit launch in EAFC), Fanatec and Subway. • Working closely with DBV (David Beckham Ventures) to ensure alignment with partners and the David Beckham brand. • Deliver quarterly business reviews to senior stakeholders across our partnership portfolio.
Guild Esports is more than an organisation in pursuit of trophies. Hailing from London and co-owned by David Beckham, Guild exists at the intersection of competition, entertainment and gaming culture. And it’s our mission to build a bigger, better esports community for everyone. Reporting into the CEO and a key executive team member responsible for overseeing Guild’s teams and player recruitment efforts. Developed and executed the strategic vision for all player-related activities, as well as managed program design for competitive play. Holding key stakeholder relationships with publishers such as EA Sports, Valve, Riot and Psyonix.
Positioned within one of the world’s most creative and progressive marketing teams leading the strategic planning, new business development and execution of Red Bull Racing's esports and gaming efforts, with the mission to become the number 1 sim racing team on and off the track. Responsibilities: • Department strategy - evolved the Team from a competition-focused organisation to a competition and content-focused brand • Planned and managed the annual esports and gaming budget (c.£1.5m) • Managed a roster of 12 drivers and 3 content creators as well as the main POC for operational partner G2 Esports and high-performance partner Ground+Air • A leading voice within sim racing to shape the future of the sport and ensure Red Bull Racing was integrated in relevant gaming spaces - working closely with Formula One and gaming publishers • Worked with sim racing and real-world talent (including Max Verstappen, Sergio Perez and Red Bull athletes) to create engaging cross-over content. Achievements: • Planned and launched Red Bull Racing Erena - a training, competition and content hub • Developed the Performance Accelerator - a coaching and development program for drivers • Commercial: Grew from 2 partners to 14 partners (including title partner) with annual revenue of £4.5m and £350k annual profit from licensed products. • Partnered with hummel to design the Team's first full pro kit and lifestyle range. • Integrated with the Fan Engagement team to grow our esports-specific database to 120,000+ entries • Streaming: Brought onboard 3 of the best up-and-coming F1 content creators - negotiated contracts and set KPIs • Launched the Team Twitch channel - surpassed the follower target for 2022 • Created cross-team and cross-brand streams with F2 drivers and NYRB FC • Worked with the comms team to ensure gaming and esports were given exposure. Coverage includes Channel 4, Sky Sports F1, BBC and LBC • Oversaw 7 World Championship wins inc. 2x F1 Esports Team Championships
Positioned within one of the world's most creative and progressive marketing teams to create and sell brand partnerships that produce high-quality branded content for distribution across multiple owned and operated channels. Specialist focus: Gaming, esports and music. • Key member of the team that launched the Red Bull Gaming Sphere – a 200-person dedicated gaming and esports venue in London, responsible for the commercial strategy and revenue. • Worked with endemic brands and gaming publishers to ensure it launched with state-of-the-art equipment and ran engaging consumer activations. • Brokered £1.3m worth of deals and implemented 18 gaming events. Clients included: Codemasters | Fanatec | SimLab | Blizzard | ASUS ROG | AOC Hyper X | noblechairs | 3 | Athlon Games | Paradox Interactive | newegg • Created Red Bull Soundscapes, the biggest Red Bull UK moving image Culture project in terms of revenue (£160k) and number of views (1.2m), in partnership with Shure. The first project of its kind to blend Red Bull Sports and Red Bull Culture - licensed and shown at CES and NAMM trade shows. Winner of two W3 Digital Excellence Awards and an honoured mention at the annual Webby Awards in the entertainment category