Creative ambition.
Practical direction.

At Red Bull, I developed new event concepts with regional teams through annual business planning. The work started with the audience and the brand: what would make an idea worth pursuing, and what would make it unmistakably Red Bull? I shaped the experience and business case, including opportunities for partners and wider marketing or sales activity. Earlier work at Red Bull Records connected artists with events and content.

My Red Bull career spanned flagship properties including Rampage, Flugtag, Aces, and Plane Swap, as well as the brand’s work around Formula 1 in Miami and Las Vegas. I led event strategy and production planning, managed budgets, and worked across 12 regional teams to bring major properties and series to life. On site, I led teams through the decisions that turned those plans into experiences.

As Event Director during Athleticon’s development in 2020, I built the team through hiring and onboarding, organized the work with production partners, and developed sponsorship and sales proposals around the planned experience.

For WWE World, I developed about seventeen concepts into defined fan experiences and partner proposals. I established the sponsor intake process, led joint planning with WWE, and saw the work through delivery as project lead on site.

As FIFA Relationship & Soccer Program Lead for Fanatics, I led the partner relationship and built the operating framework for the World Cup finalists’ press conferences and public panel. I developed participation formats and invitation materials, structured partner cost responsibilities, and designed the Final watch-party concept.

At CSM Sport & Entertainment, I managed the practical work behind experiential campaigns and the development of a national mobile tour, from procurement and local partners to staffing and training. At Red Bull, my national remit included event-management tools and websites, ticketing processes, and event data work with IT. These systems gave teams a common foundation for work delivered across locations.

At Playful Solutions, I led product management for an internal Red Bull performance-training app. I hired and managed the development agency, translated brand requirements into the user journey, and developed the games and content with the team. I also commissioned and coordinated athlete and expert filming across international locations, connecting each shoot to the experience inside the app.

I’ve authored event guidelines, built and hosted leadership workshops, and recorded a six-hour curriculum for Red Bull’s internal learning platform. The work includes a cross-functional summit for 120 colleagues across 12 regions, practical training for new event managers, and a modular onboarding intensive I developed independently. Each format gives people a way to practice decisions and carry the learning into their own projects.