The road from Leeds to the Olympic Games

Tell us a bit about yourself and what you've been doing since you graduated?

After graduating in 2013, I began my career in the sports business industry in London with a sports marketing agency called Two Circles. There, I worked with football clubs, cricket teams, and national governing bodies on digital transformation, marketing support, and commercial strategy. I later relocated to Switzerland to help expand Two Circles’ international presence, working more closely with international sports federations. After six and a half years, I transitioned to the International Olympic Committee, where I now lead global insights and digital programmes, helping connect data with decision-making to elevate how the Olympic Games and wider Olympic Movement engage with fans around the world.

What have been the highlights of your career so far?

My original move from the UK to Switzerland was definitely a highlight. What started as a one-year project to help open a new office turned into several exciting years of building a team, growing the culture, and supporting international expansion. At the IOC, being on-site at multiple Olympic Games has been incredible - despite the 3:30am wake-ups! After the challenges of Tokyo 2020 and Beijing 2022 during COVID, being part of the celebrations around Paris 2024 felt particularly special. I’ve also found real fulfilment in mentoring others, including through programmes like Torch Mentors, helping others shape their own careers in sport.

Tell us about your job, what does this entail and did studying at Leeds Beckett help you get there?

I lead insights and analytics projects at the IOC, which involves turning complex data into meaningful, actionable stories - whether for fan engagement, strategic planning, or partner value. It’s a blend of storytelling, strategic thinking, and problem-solving. My time at Leeds Beckett laid the foundation for this. The mix of theory and practical experience gave me the confidence to tackle real-world challenges early on, and that mindset has stayed with me throughout my career.

How has your experience studying at Leeds Beckett influenced you and your career?

The degree was well-rounded and gave me a solid grounding across all areas of the sports business. When I started, I wasn’t sure which direction I wanted to take, but the variety of modules helped me explore different paths. I also took a placement year, with great support from Leeds Beckett, working for a sports marketing agency on sports sponsorship measurement. That experience was pivotal in helping me break into the industry after graduation.

What attracted you to study your course at Leeds Beckett University?

I really enjoyed the open day I attended. The course structure and content felt spot-on, but more importantly, I connected with the lecturers straight away, I knew I’d enjoy learning from them. Leeds as a city was also a big factor too, it’s full of energy, culture, and opportunity, and the university’s reputation in sport made it an easy choice.

What did you enjoy about your course and what advice would you give someone thinking about studying this course?

I enjoyed the balance of academic study and practical projects. From case studies to guest speakers from industry, everything felt relevant and applied. As for advice, say 'yes' to as many opportunities as you can. Use the time to explore, experiment, and build your network. And don’t worry about having a perfectly linear career path, stay open to different routes and keep learning along the way.

What's next for you?

Professionally, I’m focused on shaping and delivering the Olympic digital strategy, evolving how we measure value and connect with fans globally. On a personal level, I’ve got another ultramarathon in the Swiss Alps lined up this summer, and I’m also dabbling in a bit of home brewing. Always good to balance the professional life with something a little more hands-on!