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Work Background
Goal2BeHead of Ambassador Program
Feb. 2024 - Oct. 2024Greater London, England, United KingdomAppointed to design and lead Goal2BE’s Ambassador Program during its pre-launch phase, building credibility and community foundations to position the platform for investment and future growth. • Secured a network of high-profile prospective Ambassadors with a combined reach of 250M+, embedding them into Goal2BE’s marketing strategy to build community credibility and strengthen the platform’s investment case. • Developed and launched the Ambassador Program as a core pillar of investor readiness, showcasing market traction and community engagement potential prior to platform launch. • Recruited and mobilised a diverse network of players, coaches, analysts, and business leaders during the pre-launch phase. • Forged pre-launch partnerships with key stakeholders, leveraging Ambassador influence to amplify visibility and strengthen brand positioning ahead of launch. • Created strategic frameworks for engagement and activation, ensuring Ambassadors could be seamlessly embedded into content, marketing, and user acquisition initiatives post-launch.
Baseline Media LimitedConsultant
Jan. 2021 - Oct. 2023London, England, United KingdomFounded a digital content consultancy specialising in social media strategy, organic growth, and content production. Partnered with global rights holders, fast-scaling sports tech, and culture brands including Sportskeeda, Football Fan App, SwingVision, ATP Media, Sandwich Magazine, and Tennishead.
Tifo FootballFounder
Aug. 2010 - Oct. 2020Greater London, England, United KingdomBuilt and scaled one of the UK’s most influential sports media brands, leading to its successful acquisition by The Athletic Media Company (later New York Times). • Scaled Tifo Football from concept to 1M+ subscribers and 1B+ YouTube watch hours, making it the fastest-growing football analysis platform in the UK (avg. 63% watch time). • Secured partnerships with global football clubs and rights holders — including Liverpool, Manchester City, Leeds United, Bundesliga, La Liga, and beIN Sports — driving brand authority and revenue growth. • Led and grew a high-performing creative team of writers, analysts, and producers, pioneering a distinctive visual storytelling style that redefined online football analysis. • Engineered sustainable monetisation strategies with ZERO ad spend, proving profitability through organic growth and diversified revenue streams. • Positioned Tifo for strategic acquisition, strengthening market share and influence within the sports media ecosystem. Steered Tifo Football through its integration into The Athletic following acquisition, safeguarding the brand’s identity while embedding it within a global subscription-first media company. • Acted as brand custodian, ensuring Tifo’s distinctive style and purpose were retained post-acquisition, protecting audience trust and brand equity. • Led day-to-day operations and content integration, aligning a creative team with The Athletic’s editorial and commercial strategy while maintaining performance standards. • Translated senior leadership strategy into execution, driving cross-functional collaboration and embedding new processes without loss of agility. • Strengthened Tifo’s role as a growth engine for The Athletic’s subscription funnel, reinforcing its position as the company’s primary acquisition tool.
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