Role: Head of Marketing & Communications – UK & International: GlobalGathering

Markets: UK, Poland, Russia, Belarus, Ukraine, South Korea, Australia, Turkey
Scope: Brand · Marketing · PR · Media · Digital · Content · Partnerships · Live Events

Overview

GlobalGathering, launched in 2001, became one of the world’s most influential electronic music festivals, shaping — and capitalising on — the global rise of EDM.

Recruited to lead UK and international marketing and communications, I was responsible for evolving the brand from a successful UK festival into a scalable, globally recognised cultural platform, while strengthening commercial partnerships, media credibility and operational consistency across multiple territories.

Strategic Objectives

Reposition GlobalGathering as a premium global festival brand, not just a touring event
Create a consistent brand system that could scale across diverse international markets
Improve content quality, speed and authenticity through in-house capability
Strengthen global media relationships and PR effectiveness
Support commercial growth through partner alignment and audience engagement

Strategy & Delivery

1. Global Brand Redesign & Positioning

Led the rollout of a comprehensive brand redesign across UK and international editions
Ensured brand consistency while allowing local market relevance
Repositioned GlobalGathering as a global authority in electronic music culture, not just an event

2. Content, Digital & Audience Growth

Spearheaded the transition from outsourced production to in-house content creation
Built internal capability to deliver high-quality, authentic promotional content at scale
Oversaw digital strategy, CRM, eMarketing and SEO, supporting ticket sales and long-term audience growth

3. Media & PR Strategy Reset

Appointed and managed a new PR agency to strengthen international media relationships
Oversaw all online and offline media output, ensuring brand alignment and ROI
Controlled advertising placement to protect brand positioning and audience perception

4. Integrated Communications & Influencing

Developed integrated communications strategies spanning PR, advertising, partnerships and on-site activation
Delivered campaigns for GlobalGathering alongside connected brands including:
- Godskitchen Worldwide
- White Air Festival
- Electric Carnival
- Escape Into The Park

5. Live Event, Operations & Stakeholder Management

Played a hands-on role in onsite festival delivery, including:
- Artist and organiser press conferences
- Filming and photography permissions
- Media access across 50+ events annually
Implemented asset management and project systems to improve operational efficiency
Managed key relationships with Live Nation, HMV, MAMA and major sponsors including Pepsi, Tuborg, Vodafone and JTI

6. Team Leadership & Crisis Communications

Led and developed PR, marketing and promotions teams across multiple territories
Took responsibility for crisis communications, including spokesperson briefing, reactive press handling and brand narrative control

Commercial & Strategic Impact

Strengthened GlobalGathering’s position as a globally scalable festival brand
Improved media quality, partner confidence and audience engagement across markets
Enabled faster, more authentic content delivery, supporting ticket sales and brand loyalty
Built operational and brand foundations that supported international expansion and licensing

Strategic Takeaways

Global festivals require brand systems, not just marketing campaigns
In-house content capability increases speed, authenticity and ROI
Media and partner trust compounds when brand governance is clear
Live events succeed when marketing, operations and communications are fully integrated