Career pathFrom beginning my career with the ATP on the coast of North Florida to building experience across the UK sporting scene throughout the early stages of his career, and from handling PR for the Middle East's top sporting events to becoming a leading Communicator in global sport, this is my path.
EARLY LEARNINGS IN ‘GOLF AND TENNIS COUNTRY’
After cutting my teeth in Grand Slam Press Offices during my teens, I began my career in earnest by taking on an internship with the Association of Tennis Professionals (ATP) at their international headquarters in Ponte Vedra Beach, Florida.
At the ATP, I developed two core skills that have served me well throughout his career and up until this day: Public Relations and Digital Content. Working in the Corporate Communications department, I managed promotional projects for the top crop of men’s tennis stars. In switching to the Digital Media division, I honed my writing skills and delivered high-quality copy from across the men’s tour for the ATP’s Official Website.
Next, I moved to Dubai to join Promoseven Sports, the leading sports marketing company in the Middle East. Working on the full Emirates Airline portfolio of sport-sponsored events, I worked on two hallmarks – Strategy and Operations – at the region’s sellout events, including the Dubai Rugby Sevens, the IRB World Cup Sevens and the AC Milan Winter Tour, featuring Italian legend Paolo Maldini and David Beckham.
I was tasked with overseeing Communications for the award-winning Dubai Tennis Championships. Working closely with tournament organiser, Dubai Duty Free, and title sponsor, Barclays, I managed my first Crisis Communications project, the Shahar Peer Visa issue, which led to player boycotts and questions surrounding the future of the tournament. The reactive and proactive communications strategy introduced helped sustain the tournament’s reputation and regained its popularity as one of the players’ favourite stops of the WTA and ATP Tours.
I joined Lotus Renault GP (now known as Renault Sport F1 Team) as Senior Press Officer. Based in “motorsport valley” in the heart of the English countryside, I worked with colleagues across the paddock through a proactive, innovative approach that helped to raise the team’s profile through the team’s video interviews and the lighthearted “human” tone adopted on social media channels. This resulted in a significant spike in the team’s online fanbase.
Travelling to all 20 races in the F1 season, I oversaw the team drivers’ PR commitments – for the team and its sponsors – for veteran driver Nick Heidfeld and emerging stars Romain Grosjean, Vitaly Petrov and Bruno Senna. I also edited the team’s race preview magazine and business publication, Back 2 Black.
PROTECTING CLEAN ATHLETES
My next step took me to Montreal, Canada to lead Media Relations for the World Anti-Doping Agency (WADA). Already a well-established and respected international body, I helped take WADA to new heights, boosting the Agency’s public credentials through impactful Media strategies and his role as Chief Spokesperson.
I navigated the complex and often political anti-doping environment, running media operations and handling crises and issues for WADA at Sochi 2014, Rio 2016 and other events including the UNESCO Conference of Parties. I helped uphold the reputation of the Agency during a tumultuous period for sport, with the release of the WADA Investigations into Doping in Sport. The Media and Digital Strategies I introduced achieved $4.6 billion AVE in Q4 of 2015 and led to #WADA becoming the world’s number one trending topic on Twitter.
In 2017, I joined the Commonwealth Games Federation (CGF) as Director of Commununications and Public Affairs.
As a member of the Executive Leadership Team, I was responsible for creating and implementing the Communications and Marketing Strategy to support the Federation’s Business Strategy: Transformation 2022. The Strategy was delivered across all 71 Commonwealth nations and territories in the lead up to Gold Coast 2018.
I secured unprecedented media coverage and elevated the public profile for the CGF as a result of the “renewed relevance” campaign. In the words of one journalist, the campaign “gave the Commonwealth its mojo back!”. I also launched a comprehensive new website and Instagram channel, and oversaw the communications planning for the Birmingham 2022 Games.