01
Sponsorship platform
Turned Wimbledon, The Open and Royal Ascot rights into a connected national activation programme rather than isolated events.
← Selected work
AB InBev scale proof · 2013 to 2016
Turning major sponsorships into one national commercial programme.
As Brand Manager for Stella Artois, I coordinated a £6m activation portfolio across major sponsorships, six agencies, national media, experiential work, retail and sales execution.
£6m
National activation portfolio
6
Specialist agencies coordinated
+9%
Volume uplift
+2.3pt
Brand KPI improvement
The commercial challenge
Make the sponsorship work as a system, not a collection of campaigns.
Stella Artois held high-profile rights across Wimbledon, The Open and Royal Ascot. The job was to turn those rights into one coherent national programme that worked for consumers, venues, retailers and sales teams.
That required a single commercial rhythm across creative development, media, experiential production, trade activation, budgets and six external agencies.
02
Agency orchestration
Coordinated six specialist partners around one commercial plan, shared deadlines and a consistent brand experience.
03
Integrated channels
Connected TV, out-of-home, PR, digital and experiential work with on-trade and off-trade activation.
04
Commercial execution
Linked consumer-facing work to sales targeting, retail activation, budget workflows and seasonal packaging launches.
Public campaign evidence
The Time Portal brought Wimbledon's history to life.
The four-day immersive experience transported more than 5,000 visitors into a Victorian London story built around the first Wimbledon tournament. Framestore concepted, wrote, produced and art directed the experience with immersive theatre specialists Les Enfants Terribles.
What I owned
The connective commercial layer.
- National campaign planning and budget coordination across the activation portfolio.
- Six-agency orchestration across creative, media, PR, digital and experiential delivery.
- Connection between consumer activity, on-trade and off-trade activation, and sales teams.
- Sales targeting, retail activation, budget workflows and seasonal packaging projects.
What this proves now
Scale requires coordination, not only ideas.
AB InBev taught me how large budgets, specialist teams, sales organisations and external partners work around one commercial outcome. That is the scale foundation beneath the newer systems and company-building work elsewhere in this portfolio.
From scale proof to builder proof
Next, see how the same commercial thinking became a marketplace growth control plane.