Highgate School

University of Exeter

Founder at Sevengage, a Lifestyle and Hospitality Marketing Consultancy specialising in Community Building

London, United Kingdom

- One of 5 C level executives running the entire company reporting into the shareholders.♦ Contributed to the company roadmap for strategic growth and expansion in new regions and markets through feasibility analysis and launch planning in Toronto, Chicago, Istanbul, Barcelona, Hong Kong, Amsterdam and Mexico City♦ Overall strategic management of all member and customer facing output across all channels and against all company objectives and priorities – planning, messaging, content, tools, communications, recruitment, retention, value/benefits and CRM.♦ Sister brand development and positioning work for lifestyle ecommerce business Soho Home, Cowshed, Cheeky, Neville, two hotel concepts and numerous restaurant brands♦ Public and creative trade engagement via pop up event strategy, affiliate marketing and PR planning.♦ Established a content marketing infrastructure and editorial team running print and digital media. ♦ Set up a network of social media channels for the company brands and supporting transatlantic social team.♦ Led a major investment in the restructuring of the marketing function across the company resulting in the transformative expansion of the London-NY team (37) and local teams in 5 additional locations (29).♦ Evolved the company’s sales strategy and partnerships development plan driving consistent sales growth year on year, and partnerships revenues exceeding £4M

Soho House & Co

Chief Marketing Officer

An expanded role taking responsibility for all commercial, brand, comms and marketing activity for Soho House, Caprice Holdings restaurants and the Mayfair based Birley private members clubs.SOHO HOUSE♦ Expanded the marketing function via group campaigns, CRM and local marketing functions♦ Led a huge member engagement strategy with the establishment of a formidable event programming offering and development of House Festival and House Shorts♦ Digital advancements with new websites, the House Seven member portal launch (and the dawn of a content-led marketing approach, and new apps for members ♦ Led a major roll out of creative industry pop ups around film (Berlinale, TIFF, Oscars, BAFTAs), music (Brits, Grammys, Coachella) and Art (Frieze) and ramping up of commercial and brand-led partnerships♦ Set up a new strategic international sales function with new policies, partners and affiliates♦ Oversaw further international PR agency expansion and launch marketing and positioning strategies for the Miami, West Hollywood and Berlin markets  - CAPRICE HOLDINGS -♦ Instigated proper marketing functions – restructured team, data capture, newsletters, launch marketing, budgets, website relaunches, customer engagement and event strategy♦ Led a huge PR push across lifestyle and food with agencies to communicate launches and strategy for London, US and Middle East openings, including Le Caprice New York, The Ivy and Rivington Grill Dubai, Mount Street Deli and 34 in Mayfair♦ Managed and instigated initiatives - J. Sheekey ‘Fish’ book, Ivy 20th Play, Le Caprice 30th event.♦ Planned a comprehensive creative and commercial reboot - photography and collateral overhaul, Live Bookings and Top Table strategy and affiliates management, as well as The Ivy club event programming repositioning and credibility build.- THE BIRLEY GROUP♦ Led Annabel’s member comms and events strategy to deliver an event with Lady Gaga♦ Also worked on comms and PR for Mark’s club and George.

Group Commercial Director

- Restructured the marketing team to establish virtually nonexistent functions - sales, marketing, PR, communications, digital, branding, creative and publishing to support the growth and commercial development of the Soho House brand.♦ Established and set up the tools and functions necessary to proactively prospect for, manage, convert, upsell and drive new and existing hotel and private hire and wedding sales leads – agency and online sales partners, trade shows, brochures, sales events, data capture and database creation.♦ Began a strategic member communication programme with redesigned newsletters, event collateral and e-campaign monitoring as well as launching an experimental prototype members portal, Virtual House. Oversaw the complete overhaul of creative and publishing to re-launch HOUSE, the member magazine♦ Started a digital division to drive the total rebuild of archaic websites from flash into HTML with newly created photography and copy, vastly increasing search ability and online traffic to all sites.♦ Instituted the proper management and briefing of the UK PR agency, as well as appointing a US agency and new food and beverage agencies in the UK and US. Basic social feeds and pages were also launched for the brand.♦ Managed pop up event, partnership and sponsorship strategy for the Oscars, Frieze, Cannes and BAFTAs♦ Streamlined and restructured the membership team, processes and operational practices to hit budgetary recruitment targets, optimise member retention and set up efficient member management protocols.♦ Took over responsibility for the financially struggling, loss making Cowshed bath and body brand, appointed a new MD, and drove transformational changes in manufacturing agreements, cost controls, international export sales, PR management and sales & marketing strategy to bring the brand back into profit in less than 12 months.

Commercial Director

- MTV Networks International’s most senior executive dealing with the music industry, music content, event strategy, digital entertainment platforms and programming across all MTV channels including Nickelodeon♦ Regularly reported at President and board level in Europe and the US, guiding the business on trade marketing, entertainment platform and industry strategy. ♦ Managed all major global label relationships at CEO/President level, both in the UK and the US.♦ Responsible for all major shows, events, awards shows and playlists for all channels outside the USA (Europe, Canada, Latin America, Australia, Japan, Asia and India), as well as all UK based activity.♦ Managed a transatlantic team of 22 in London and New York and had an umbrella role of authority over all talent, music and entertainment content staff worldwide, managing a budget of over £2M.♦ Compiled, created and oversaw MTV’s global music strategy initiatives, coordinating global campaigns and playing a lead role in international broadcast and licensing rights negotiations with major labels and rights holders.♦ Personal responsibility for delivering world beating talent line ups for the MTV Europe Music Awards, notably Copenhagen (2006) and Munich (2007).♦ Helped conceive, plan, deliver and execute multi-territory experiential marketing events internationally, driving sponsorship and commercial brand partner revenues♦ Key involvement in channel licensing deal instigation and renewal negotiations as well as generating initiatives designed to support territory distribution and carriage deals.

MTV Networks International

SVP, Talent and Music

- Promoted to one of the company’s key executive roles in Europe, heading up the network’s entire strategic approach to talent, experiential events, specials, shows, entertainment marketing and sponsored initiatives across the region.♦ Developed and deepened relationships with international labels and entertainment companies, setting up major artist joint marketing and partnerships (with the likes of Madonna, Green Day, Depeche Mode, Eminem and many more).♦ Tasked with binding the talent teams in Europe together as a cohesive force via direct management of the regional teams, as well as teams on the ground in 12 on the ground offices supporting over 40 territories.♦ Worked extensively on booking and delivering the MTV Europe Music Awards, notably in Rome (2004) and Lisbon (2005), leading negotiations with labels and artists, as well as working on performances and production.♦ Direct involvement in brand-led communications, PR and marketing activity, as a regular contributor to international and UK-based entertainment trade and consumer media outlets. ♦ Developed in-depth market insight on major European territories by conducting extensive monitoring and analysis of key indicators and industry performance in order to inform company decisions.

VP, Talent and Music

- Appointed as an agent of change to effect the music positioning rebuild, industry trade marketing and event-led brand marketing credibility turnaround for all 9 MTV Networks UK & Ireland channels♦ Recruited and restructured the entire talent, music and events team, vastly increasing genre expertise and brand building experience, helping to re-establish MTV as a major music and entertainment media force in the UK.♦ Engendered a new awareness of MTV and its activities at Managing Director / Chairman level at all labels, taking responsibility for playlists, talent bookings, event planning and music marketing strategy.♦ Played a leading role in helping to develop and launch the major programming and experiential marketing event vehicles for music talent on the UK network (e.g. 5 Night Stand, Spanking New Music Week, Base Lounge, Gonzo on Tour, and the major Radiohead, Coldplay and Metallica MTV Live specials.♦ Developed valuable and mutually beneficial partnerships, co-promotions and joint marketing with major media outlets targeting the national and regional 16-24 youth demo, including Radio 1, SBN, Xfm and The Fly.♦ Acted as the UK talent and entertainment spokesman giving regular interviews for both trade and consumer media across print, radio and television in the UK and Ireland.♦ Helped instigate the UK content-led strategy for digital platforms - online, interactive TV platforms and mobile.♦ Assembled and managed a budget of around £1M for programming, content and operational initiatives♦ Collaborated and strategised closely with the scheduling, sales and partnerships teams to monitor commercial metrics, daypart ratings, partner revenues and advertising sales income derived from music and entertainment endeavours.

MTV Networks UK & Ireland

Head of Music and Events

- Expanded music, entertainment and content-led role across MTV Networks Europe, liaising with record labels, film companies and partner brands – a point person internally for talent, content and entertainment-led sales, sponsorship, communications, branding and marketing initiatives.  ♦ Played a major part in booking and coordinating the Network's biggest events - the EMAs, MTV Ibiza, Isle of MTV, as well as taking part in strategic annual planning and co-managing the team. ♦ Supervised teams in 7 continental European offices, driving collaborative efforts on artist based projects and delivering multi territory on the ground experiential brand marketing events with the sponsorship, sales and marketing teams. ♦ Oversaw regional playlists as well as designing and implementing the Network Priority playlist system delivering a streamlined marketing and promotional support package for emerging artists on a pan European level. ♦ Acquired an extensive understanding of the major European consumer youth markets - key media players, consumer behaviour, trend origination and development as well as the travel of brands over national boundaries.♦ Worked with the communications team and growing digital department to conceive, initiate and create strategic entertainment/content-led PR initiatives as well as digital and interactive projects.

Director, Talent and Music

- Promoted to a senior relationship management role, responsible for liaison and communication between the MTV Europe network and the music industry as a whole. ♦ A key point of contact for all UK, US and continental Europe based labels, artists and artist management to arrange and book talent for broadcast interviews, filmed shows and live specials.♦ Planning and strategising sustained activity across all channels and websites in the network to complement and coincide with record label promotional campaigns, including strategic joint marketing initiatives around releases, competitions and tour activity. ♦ Sat on the Network Priority playlist committee driving decisions around supporting established and developing talent with appeal to MTV’s 16-24 target youth demographic and fitting for MTV’s brand values. ♦ Coordinated all details for major on the ground events, including the EMAs - staging, transport and accommodation for artists, access for filming, accreditation, schedules, costs and finances. ♦ Negotiated and acquired significant expertise around entertainment, event, and content contract law at this time - ownership and platform rights, publishing clearances, syndication and programme sales.

Senior Manager, Talent and Music

- Appointed to manage a department of 5 Video Coordinators dealing with the acquisition and broadcast of all music video and video content for the entire MTV Europe network of over 30 markets.♦ Liaised with local labels on the ground and International labels based in London and the US about new releases, promotional plans and regional marketing priorities.♦ Chaired the weekly video meeting to discuss submissions for the playlists and specialist programming as well as supervising all on screen titling and graphics, and negotiating terms for exclusives.♦ Responsible for rights and clearances compliance of video content under Offcom rules, ensuring all broadcast material was carefully governed according to the correct day parts.

MTV Networks Europe

Video Manager

- Hired to create the VH-1 music video library from scratch - an archive representing the last 40 years of music video. ♦ Coordinated the research, acquisition and clearance of over 7,500 music videos dating back to the 1930's.♦ Responsible for dealing with all record labels, film, TV and archive companies on a daily basis, negotiating terms for broadcast and learning the basics of multimedia filming, editing and production.♦ Amassed an encyclopedic knowledge of music video from its inception to modern day, and a full understanding of technical broadcast systems, video formats, archiving, video rights ownership, licensing and VPL payments.

VH1 UK

Video Acquisitions Coordinator

- Support to Special Projects Manager, Caroline True, direct report to Nancy Berry, Executive VP of VMG Worldwide. ♦ Assisted in the day to day promotion & marketing of the labels two biggest acts, Janet Jackson and the Rolling Stones. ♦ Liaised with 20 international Virgin offices for canvassing / distributing information and updates, and acted as a central hub to supply all the required and approved assets, content and campaign tools worldwide.

Jamie Caring

Jamie Caring