Meet the people behind the number

What’s your role at 54, and what does your day-to-day look like? Head of Data & Insights: a normal day involves fielding various internal data requests from across the 54-group business, whether that’s intelligence needed for client pitches, for use in internal 54 business strategy decisions, or inclusion in 54 marketing and communications. I’m also heavily involved in business development activities alongside other 54 divisions, which means designing and pricing client specific data-orientated approaches.

How did you get started in the sports industry? Work experience at a sports partnerships sales company when I was younger first got me interested in the industry. I’d always been a sports fan and it was exciting to peek behind the curtain at the businesses that run things. After graduating from university with a sciences degree, I was fortunate to secure my first job, as a Market Research Assistant at IFM Sports Marketing Survey, in the UK – a friend was working at the company and recommended my CV for an available role.

What’s one trend in sport that excites you right now? The ever increasingly innovative use of technology in sports for the fan experience, whether in venue or through media. If new tech can enhance the sports fan experience, and not get in the way of the raw sports action, it gets my vote!

What’s been your proudest moment at 54 so far? Not a specific moment, but I’m most proud of the Data & Insights Division development, and how all 54 Divisions and colleagues are embracing the increased access and use of data across the business – it's fun to see other people as excited about sports data as I am!

Where do you see yourself growing within the company and industry in the future? I feel 54 has a unique offering with experienced data and research experts in-house, plus insights and recommendations from world class SMEs. Growth is leading a larger team and supporting more industry clients to make the best use of data in their decision making.

What were your previous roles before joining 54?

• Market Research Assistant, Executive, Manager then Head of Research based in the UK and then Dubai with IFM Sports Marketing Surveys and Repucom.

• Commercial and Cluster Leader, Director MENAPI across all business services (Market Research, Media Evaluation and Consulting) for Repucom and Nielsen Sports based in Dubai.

• Vice President, Client Strategy, Nielsen & Head of Canada, Nielsen Sports based in Toronto.

• Head of Data & Insights at 54, previously based in Toronto and now in Dubai.

What do you see as the biggest opportunity for 54 in the future? In the hyper-competitive entertainment space – with sports competing for people’s leisure time with interests such as films, music, reading etc. – 54 can help reimagine sports’ landscapes and formats. Sports and entertainment consumption is changing massively, the content and delivery needs to match that pace of change, or a sport may fall off the map. Every sport in every market globally can do something to improve how it presents itself to existing and potential new fans, these are the 54 opportunities.

Whose opinion do you always sit up and take notice of? It may sound like a cop-out answer, but: my colleagues and industry peers. I’m a research and data guy, the more expert opinions and views I can hear and read, the broader the range of feedback I can consider for any specific task or research initiative.

If you could work on any dream sports campaign, what would it be? England hosting the Men’s or Women’s FIFA World Cup. One day it has to happen! #it’scominghome

What are you reading right now? Goldfinger, Ian Fleming.

Most valuable lesson you learned the hard way? Ask for help. Don’t be so determined to prove to yourself you can complete something very challenging on your own, that you have endless sleepless nights and (sometimes, literally!) get to pulling your hair out! Yes, many people want to push themselves to solve challenges independently, but ask for help from colleagues and managers if you get into a tailspin. There will be wise words and may be an alternative route you’ve not seen or considered.