In 2004 I joined Brand Events to launch Taste of London with twenty-four of the city’s best Michelin starred chefs. Following launches in the UK, I developed an international roll-out programme through joint ventures and licensees and oversaw the expansion of Taste Festivals across Europe, South Africa, Dubai, Australia and New Zealand. 

​

I swapped gourmet food & wine for exotic and ridiculous cars and became Chief Operating Officer of Top Gear Live in 2007; a touring arena show hosted by the infamous trio of Clarkson, Hammond & May. The production was a joint venture between Brand Events & BBC Worldwide and toured for 9 years. Mirroring the global success of the TV show, the production performed in 23 cities, 15 countries, across 4 continents, thrilling over 2 million passionate fans.

       

By 2012 Top Gear Live had become more than just an arena show, launching motoring festivals, filming automotive adverts, TV specials and creating online virals.    

 

Following Top Gear Live I was the Executive Producer of Fast & Furious Live, working with Universal Studios to create a technologically advanced and spectacular touring arena show. A significantly large and complex project, which premiered to a packed O2 Arena before touring Europe through 2018 & 19.

​

In 2020 I moved to Saudia Arabia as Managing Director of Extreme International Events, to establish and drive the development of the events business focussed on extreme and adventure sports and motorsports. The move lead me to the Sports Boulevard Foundation, which joined in January 2022. 

 

The Sports Boulevard is one of the largest and most transformational sports-focused urban re-generation projects in the world which aims to transform Riyadh and the lives of its residents through the key pillars of sport, art, culture, leisure and entertainment. A key mega project in Saudi Arabia's 2030 vision.
 

As SVP Private Sector Commercial Partnerships & Events, I'm responsible for the commercialization strategy to plan and implement commercial revenue streams across the project, including Events and Activations, Commercial Partnerships, Visitor Services, Advertising and appointing venue operators for key assets.   ​

​

SEO Experience: Managing International event businesses; high profile brand management; large scale event management; launching events in new territories; strategy and content development, recruiting specialist teams; event production; technical infrastructure; stakeholder engagement and relationship management; joint ventures; IP licensing; sponsorship; marketing & promotion; budget management; P&L responsibility; risk mitigation; progress monitoring; arena venues; promoters & ticket agencies; brand & trademark licensing; negotiating with International governments; understanding Middle Eastern business culture.