Athena has over 16 years of working in entertainment sponsorship, marketing, and events. Her past clients include top blue chip companies such as Diageo, Microsoft, Ford, and more. She counts Live Nation, Linkin Park and Guinness World Records as former employers. Most recently Athena was Head of Marketing and Communications from 2014 - 2016 for a £7 million Big Lottery funded project called somewhereto_ which was delivered by award winning Youth Marketing Agency, Livity. She currently is a freelance marketing, events and training consultant while she works on officially launching her allergy-free vegan dessert kit brand, Heaven & Hellthy to the UK and beyond.
Building on my 16 years of experience in events, marketing, sponsorship, communications and branding I am now offering my expertise in the form of consultant and short term projects. I can help with everything from business planning, workshop development, brand development and management, communications strategy, event production, sponsorship proposition and management, marketing strategy, experiential marketing and more!
Lead the strategic direction of marketing and communications activity for somewhereto_, a £7 million UK-wide Big Lottery Funded project which provides free space to young creatives and entrepreneurs to unlock their potential. This project is delivered through a central team based at Livity in Brixton and nationwide network of 18 delivery teams. - Strategy – Led the development and implementation of the communication and marketing strategy, coordinating with internal and external delivery teams, and external stakeholders across somewhereto_ to ensure its effectiveness and encouraging adoption of relevant marketing techniques into the somewhereto_ culture. - Planning – devised marketing strategies to support the project KPIs including endorsements, events and driving more requests for space. Ensuring the most effective channels and analytics tools were used to get a strong ROI. - Brand Management - influenced and implemented the brand strategy, revised and updated brand guidelines and key messages and developed training and processes so entire team were strong brand ambassadors. - Digital - Lead development and implementation of strategic digital solutions including but not limited to the rebuild of the website, flow of content, SEO, email newsletters and social media channels. - Budget – Responsible for marcomms budget and profitability as well as the team’s budgets and profitability. - Commercial – worked alongside team to develop sustainable business initiatives, lead pitches and presentations where necessary, spotted and secured new business opportunities. - Public Relations – Developed and updated strategies which secured relevant coverage for our stakeholders and target audience and to acted as a representative of somewhereto_ when required. - Team Management – Lead a team of 5 to deliver some of the agency’s and project’s successful initiatives.
Oversaw all commercial projects for GWR clients which includes long-term experiential marketing campaigns, online marketing campaigns, theatre shows & events as well as trademark licensing. Additionally oversaw research & development and deployment of Team Challenge and Challenge Fair products. Clients: London and Partners, Guinness, Royal Caribbean International, Thomson Family Holiday Resorts, Astro Malaysia, HP, Fiesta Kuwait, Arabian Centres, M4 Entertainment Ltd., Butlin’s Holiday Resorts, Johnson & Johnson, The UK Event Awards and the Social Buzz Awards. Created and oversaw the processes and development for the GWR Project Team which run projects in Japan, US, UAE and UK. Projects include challenge fairs, road shows, long-term experiential & integrated marketing campaigns, online marketing campaigns, theatre shows, events, team-building/staff engagement and trademark licensing. Developed and implemented a team building event product which is licensed in the UK and was in discussion to be licensed in 25 markets globally.
Short term project managing the Ford activation at the Geneva Auto Show 2011
Award-winning West Coast Experiential agency. Client roster includes Nike, Red Bull, Microsoft XBox/Kinect, and Columbia Sportswear. Main client: Microsoft – Entertainment & Devices Division Worked with external and internal Microsoft clients to reach their goals for B2B or B2C outreach by creating bespoke solutions that would appeal to their target audience and generate ROI. Responsible for facilitating 140+ events on behalf of Microsoft E&D in partnership with targeted brands and organizations in order to achieve top down marketing initiatives. Events ranged from product launches to live music performances to music video shoots to movie screenings.
Stage Manager (2008 to 2010)– Managed the stage area at festival events which included overseeing stage hands, lighting, sound, video, any additional vendors, talent and their managers and production crews. Oversaw and directed load in/load out, schedule, sound checks, and performances. Production Coordinator (2007 – 2010) – Worked directly with touring artist production and management at each show. Coordinated with sponsors, security, union crew, catering, facility maintenance, box office and ticketing, runners, stage managers, sound, video, lighting, any additional vendors and touring production.
Coordinated daily tour needs such as dressing room locations, coordinating runners, travel advancing, shipping logistics, personnel coordination, drop ships. Point of first contact for tour staff, sponsors, artist management, venue personnel, tour managers, label representatives and artists.
Southern California A&R Rep for Bodog Music Assisted in production of Bodog Music’s press conference and label showcase at Canadian Music Week in Toronto in March of 2007 Designed and Executed viral marketing programs. Street team coordinator
Cingular/Samsung was the title sponsor on the Warped Tour 2006. Directed activities, point of contact for clients and artist’s management main representative, as well as key sponsor stakeholders. Ensured each activation met goal of 1,500 1:1 interactions and 5,000 direct impressions per day over 48 stops. Oversaw set-up of a 30’ x 30’ footprint that included a 10’ x 30’ tent connected to a 15’ stage.
Field manager for Dodge sponsorship on the warped tour, a 30x 30' activation on 48 tour stops in 60 days
Handled creation, booking, advancing, marketing, and sponsorship of station’s live promotional events. Created and oversaw all promotional activity for the station. Direct manager for promotional staff of 10 (full time) and co-managed 40 assistants. Implemented first listener email notification system and increased listenership by 10% in first year.