After being commercial director at CWT Meetings & Events, what attracted you to FreemanXP and the role itself?
FreemanXP is at a really interesting place right now. It's a boutique experience marketing agency that is growing fast in the US and delivering some great work there for major brands. Growing the business globally was the natural next step and being part of that is very exciting. Our first international office is already open in London and further openings in Europe and other parts of the world are the longer-term growth plan.
What does your role entail?
My role is to build relationships with brands so we can deliver engaging and measurable brand experiences on their behalf. It's a balancing act - we need to ensure the solution we present offers value for both our clients and for us - but it comes back to relationship building. I believe FreemanXP will see strong growth in the UK.
How did you get into events?
I fell into events by accident. After studying economics at Manchester University, I found my love of events and marketing at ITE Group. I then started my own business and freelanced for the likes of George P Johnson. When I was offered a full-time role, I jumped at it - I learned so much, met some great people and got to travel all over the world. Since then, I've worked at CWT Meetings & Events. I still love the whole process of designing experiences that deliver specific and measurable changes in attitude or behaviour.
What has been your career highlight to date?
My time at CWT Meetings & Events was probably one of my toughest challenges, as well as a highlight. When I joined, the brand wasn't known in the events space. Within three years we had a robust growth plan, some major new wins, a new live events team, a structured account management approach and we were recognised as a top ten UK events agency. I am so proud of my contribution to that.
What would be your dream event to work on?
It would be cool to work on the Rugby Sevens World Series. The idea of doing it as a year-round roadshow to places like Japan, Dubai, South Africa and Australia is really appealing.