Driving Creative Communications and Marketing for the World's Most Innovative Festivals and Leading Music Brands

Roles held (across connected Live Nation-owned businesses):

Head of Marketing & Communications — Angel Music Group
Head of Communications — MAMA Group / Mean Fiddler (HQ)
Interim Marketing Director (Partner) — Secret Productions

Overview

I held senior communications and marketing roles across a connected portfolio of live music businesses, shaping the reputation, audience growth and commercial performance of festivals, tours, venues and media brands. The work spanned strategy and execution across PR, partnerships, content, digital and ticketing marketing, supporting everything from new brand launches to global touring IP.

Across this era, I operated at the intersection of culture, operational delivery and commercial outcomes—building fan demand, strengthening partner value, and creating repeatable playbooks for scale.

Scope of Work

Festivals, Tours & Cultural IP

Worked across a wide estate including Wilderness, Lovebox, The Great Escape, Vintage by Hemingway, GlobalGathering (UK + international), Godskitchen, and additional events including High Voltage, White Air (extreme sports), Glade, Electric Carnival, Escape Into The Park, Eclectricity and Snoop Dogg Tour.

GlobalGathering International markets included: Poland, Russia, Belarus, Ukraine, South Korea, Australia, Turkey and the UK.

Godskitchen Boombox tour footprint included: London (UK), Poznan (Poland), Pag (Croatia), Moscow (Russia), Minsk (Belarus), Istanbul (Turkey), Taipei (Taiwan), Kuala Lumpur (Malaysia), Jakarta (Indonesia), Johannesburg & Cape Town (South Africa), Montreal (Canada), Mexico City & Guadalajara (Mexico), Guatemala City (Guatemala), Buenos Aires (Argentina), and multiple cities across Australia.

Venues & Venue-Led Communications

Oversaw communications and marketing across a portfolio of iconic UK venues including Hammersmith Apollo, Kentish Town Forum, Heaven, The Borderline, The Garage, Jazz Café, Barfly, Hoxton Square Bar & Kitchen, The Ritz (Manchester), The Picture House (Edinburgh), East Village Arts Club (Liverpool), G-A-Y, plus Birmingham venues including The Institute and Air.

Also led PR and communications for The Fly Magazine, spanning consumer, trade and corporate storytelling.

What I Led

Communications & Marketing Strategy

Built and delivered integrated communications and marketing plans across earned, owned and paid, aligned to ticketing, reputation, sponsorship value and brand growth
Led on press office, media relations, crisis readiness, onsite press operations, artist/talent liaison and stakeholder comms
Developed scalable content systems and campaign assets to support multi-event, multi-market delivery

Digital, Data & Growth

Ran database strategy, CRM / eCRM, early adoption of SEO and paid media, and always-on content approaches to drive ticketing momentum
Introduced a structured content strategy and asset management system, improving speed, consistency and partner delivery

Partnerships & Commercial Delivery

Managed budgets up to £1.2m and delivered sponsor obligations across major brand partners including Pepsi, Tuborg, Vodafone and JTI
Managed stakeholder relationships across major partners and operational stakeholders (including venue/arena partners, local authorities, police, charities and community groups)
Delivered partner value through branded programming, media partnerships and experiential integrations

Selected Highlights

Wilderness Festival (Launch)

As a founding member, I helped establish the festival’s narrative, PR approach and partnership strategy—contributing to a standout Year 1 launch with 100% positive press, major national coverage, and industry recognition including Best New Festival (UK Festival Awards). Partnerships included War Child, Nordoff Robbins, Wired, Psychologies and Huffington Post, plus collaborations with Headspace, Last Tuesday Society and Old Vic Tunnels.

Vintage by Hemingway + Sir Peter Blake / Sgt. Pepper moment

Led a high-impact PR story that created national and international attention by anchoring the festival to a culturally iconic moment—driving major coverage across multiple territories, including standout UK broadcast visibility and a clear commercial ROI narrative.

The Great Escape × The Guardian / Observer

Brokered and delivered a strategic media partnership that increased profile, credibility and ticketing outcomes—creating a repeatable model for media-led growth in a culturally led festival environment.

Strategic Impact

This chapter of my career shaped how I lead today: building earned-first cultural narratives that still deliver commercially; operating across complex stakeholder environments; and treating live experiences not as “events”, but as brand platforms—designed to scale, travel, and create long-term equity with fans, talent, media and partners.

LOVEBOX COVERAGE EXAMPLES

**WILDERNESS** FESTIVAL

**ROI 40:1, 319 pieces of coverage in total,** 265 national & online pieces of coverage, 49 regional pieces of coverage

Wilderness Festival is a multi-disciplinary event in Cornbury Park, Oxfordshire, celebrating music, arts, wellness, and nature with a focus on creativity and sustainability.

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WILDERNESS COVERAGE EXAMPLES

WINNER: BEST NEW FESTIVAL AT THE UK FESTIVAL AWARDS

**VINTAGE**
Festival

**ROI 83:1,** 400 pieces of coverage across 11 countries

The Vintage Festival, conceived by Wayne and Gerardine Hemingway, celebrated British culture from the 1920s to the 1980s through music, fashion, and design, becoming a powerful example of cultural nostalgia in marketing.

The Great Escape Festival in Brighton, launched in 2006, showcases emerging global talent across genres and offers industry panels, workshops, and networking opportunities.

**GLOBAL GATHERING**
UK and International Festivals

GlobalGathering: Poland, Russia, Belarus, Ukraine, South Korea, Australia, UK, Turkey.

Launched in 2001 by Godskitchen, GlobalGathering became a major electronic music festival, known for its top-tier DJs and influential role in the EDM scene.

Godskitchen Boombox tour: London, UK; Poznan, Poland; Island of Pag, Croatia; Moscow, Russia; Belarus, Minsk; Istanbul, Turkey; Taipei, Taiwan; Kuala Lumpur, Malaysia; Jakarta, Indonesia; Johannesburg, Cape Town - South Africa; Adelaide, Brisbane, Sydney, Perth, Melbourne - Australia; Montreal, Canada; Guadalajara, Mexico City - Mexico; Guatemala City, Guatemala; Buenos Aires, Argentina.

Godskitchen revolutionised dance music events with innovations like the Boombox, a futuristic DJ setup that set new standards for immersive audio-visual experiences.

Other events included: The Great Escape festival, Snoop Dogg Tour, White Air Extreme Sports festival, Escape Into the Park, Electric Carnival, Eclectricity., High Voltage, Godskitchen.

Venues included: Hammersmith Apollo, Kentish Town Forum, Barfly, Heaven, The Borderline, The Garage, Jazz Cafe, Hoxton Square Bar and Kitchen, The Institute (Birmingham), Air (Birmingham), The Ritz (Manchester), The Picture House (Edinburgh), East Village Arts Club (Liverpool), GAY, Air (Birmingham)

OTHER COVERAGE EXAMPLES

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