Creative strategist for sports growth.
I research the real problem, build the marketing system and personally make the creative work needed to move the organisation.
Recent highlights
Marketing for a World Championship that brought together 575 world-class fighters.
A brand running at roughly 100K annual views grew to 29.7M in one year.
Following and engagement doubled while the sport expanded its audience.
A hard-to-monetise sport moved from no historical sponsorship to structured partnership value.
IMCF 2026 World Championship
As voluntary Marketing Director, I helped turn a fragmented organisation that was losing trust into a credible international sports event host. I worked from strategy and systems through to graphics, websites and broadcast production.
How I built it.
The work was not one campaign. It was a connected marketing system built around the problems stopping the federation from growing.
Build an audience IMCF owned
Social attention had nowhere useful to go. I connected every campaign to infrastructure that could capture interest and bring people back when the championship mattered.
- Rebuilt the website journey
- Created the live landing page
- Connected email, Discord and CRM
Thousands of registrations and one direct route into the live event.
Turn operational gaps into participation
Empty roles, difficult marshal recruitment and weak national engagement were treated as marketing problems with clear audiences, journeys and calls to action.
- Built recruitment campaigns
- Created marshal participation routes
- Supported national event promotion
A functioning media team and repeatable participation system.
Present one world championship
The event was international but its public presentation felt fragmented. I created one identity that followed the audience from the first campaign into the broadcast.
- Thirty-country countdown
- Matchups and event graphics
- Broadcast and sponsor motion assets
Thirty countries and 575 fighters presented as one credible sports product.
Make sponsorship fit the sport
Traditional logo placement did not fit a historically presented sport. I rebuilt the offer around measurable digital activation, content and event-specific partner products.
- Structured sponsorship decks
- Trackable digital deliverables
- Products, prizes and broadcast value
Up to $20K in combined value, with partnerships continuing after the event.
Convert campaign reach into live viewers
Millions of views meant nothing if the audience disappeared when the championship began. The final campaign pushed captured interest directly into the four-day broadcast.
- Live-event email release
- Country countdown and matchups
- One landing page for the broadcast
About 1K average viewers, up from roughly 70 the previous year.
Leave a system bigger than one event
Daily creative, education, community submissions and national collaboration were managed as one performance system rather than isolated content ideas.
- Monthly strategy and KPIs
- Community contribution loop
- Performance-led creative learning
29.7M views, doubled following and engagement, and monetised channels.
See the work.
Additional work.
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