Created and executed a global marketing and communications plan that established the PIF Global Series as the most followed women’s golf tour outside of the Majors, delivering a unified platform across Saudi Arabia, the UK, Korea, the USA and China, balancing global scale with local nuance.

Moved away from one-off campaigns and build a connected season through player-led storytelling and social-first content.

This work has been recognised with multiple industry awards, including Outstanding Achievement in Women’s Sports Media Coverage (International Sports Convention), and Best Long-Term Strategic Use of Social Media (Global Social Media Awards).

Imagery from the tournaments

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Envisioned and led a communications roadmap that positioned the platform as a global go-to source for sports professionals, and establishing the club as the world’s most innovative in sport according to Sports Innovation Lab.

Betray your fears campaign

Great athletes work hard. They drive to succeed, putting forth the effort and sacrifice in the dark. It’s a lifetime of training in the relentless pursuit of sporting greatness.

Pitch ideas and create content for sponsors

My goal is to create purposeful ideas that work for the club’s sponsors and audience. 

Sharpen Gatorade and Nike’s strategy

Crafted the narrative for Gatorade’s global campaign, revealing the behind-the-scenes role the brand plays in fueling elite athletes across training, performance, recovery and innovation.

During the pandemic, I created a five-week full-body training programme featuring first-team players, performance experts Nike Master Trainer Joe Holder. The initiative was distributed across the club’s channels, Nike platforms and the Nike app, alongside additional content created for audiences worldwide.

Social Media, editorial and content management

Launched all social media channels from the ground up, organically building a community of more than 250,000 sports industry professionals.
 
Created and led a multidisciplinary freelance editorial network spanning design, neuroscience, nutrition, performance, data science, stadium management, sports marketing, venture capital and journalism. Published more than 400 pieces of content and positioned the platform as a forward-thinking source for the sports industry.

The work contributed to receiving a SportTechie Award for pushing the sports industry forward.

Highlight the essence of our collaborations

Cirque du Soleil acts may lack the competition of sports, but its shows are no less physically demanding. We studied their artists with our wearable technology to help in their quest of injury prevention. Thanks to the inertial sensors we discovered that some performers experienced 15g, a force superior than that of an astronaut who is re-entering Earth.

We were an early signal of what was coming next: wearable technology moving beyond elite athletes into youth teams and amateur sport. The future of performance analysis is already here. Are you ready for what’s next?

Other collaborations include FIFA, Canon, Pixellot, Gatorade Sport Science Institute, MIT, Allianz...

It’s happening... Sports Tomorrow Congress is an annual event where sport pros gather and interact to discuss the challenges ahead and the different hot topics which will mark the pace.

This knowledge will hit mainstream in the next five years.

Transform the knowldege from our research projects into tangible insights to fulfil the club’s ongoing commitment to inspire the next generation of athletes on their path to sports excellence.

Because of my background, I can also work on projects that allow me to define the role of digital or how a trend can impact a business.

I researched for BMW i Ventures on defining future meaningful services for the connected driver and scouted emerging startups which related to this theme to include in their portfolio. 

BMW acquired ParkatmyHouse.com, an innovative site helping homeowners rent parking space to commuters.