As Director of Digital Marketing at the ATP, James shapes the organisation’s global content strategy to drive audience growth, fan engagement and commercial value across one of the world’s most high-profile sports properties. With more than 15 years’ experience spanning across global rights holders, governing bodies and agencies, James has built a reputation for combining strategic thinking, creative leadership and commercial acumen to deliver measurable business impact for stakeholders.
Before joining the ATP, James served as Content Strategy Lead at Team GB, where he delivered record-breaking audience growth, engagement and commercial revenue for the British Olympic Association during the Paris 2024 Olympic Games. Prior to Team GB, he was Head of Content Partnerships at LiveWire Sport, later acquired by Two Circles, where he helped to develop award-winning strategies and campaigns for Wimbledon, the International Tennis Federation, Premier League and World Rugby.
James has been committed to creating a positive impact beyond marketing and commercial success. He was a founding mentor of LiveWire Sport’s Diversity in Digital programme, helping aspiring professionals from underrepresented backgrounds build careers in the sports industry. At Team GB, he also sat on the organisation’s Sustainability Steering Committee, contributing to initiatives designed to support the British Olympic Association’s carbon emissions commitments aligned with the UN’s Sports for Climate Action Framework.
