Fleur is a strategic events, communications and sponsorship professional with 15 years’ experience managing award-winning marketing campaigns and centi-million-dollar sponsorship assets across the sport and entertainment sectors.
A Leeds University graduate with a BSc in Mathematics, Fleur spent a short stint in banking before transitioning into marketing in 2008. She joined IMG in London where, amongst other clients, she established, built and implemented B2B, B2C and internal activation strategies for sponsors of the London 2012 Olympic and Paralympic Games, including British Airways and Cadbury.
Fleur re-located to the UAE in 2012 where she was quickly promoted to lead IMG’s MENA Sponsorship and Marcomms team, working across some of the region’s biggest sports properties – the Abu Dhabi HSBC Golf Championship, the Mubadala World Tennis Championship and The Color Run, to name a few.
After four years at IMG MENA, Fleur left the agency in 2016. She founded F31 later that year with a clear vision: to provide clients with major agency experience and expertise, coupled with boutique agency servicing.
Over the last 6 years, F31 has grown into a robust agency with a world-class client base of global rightsholders and brands, government agencies and events. F31’s impressive client roster includes the Abu Dhabi Sports Council, Expo 2020 Dubai, On Running, Taste Festivals, VENTUM, World Triathlon, Winter Wonderland, FIBA, FINA and more. Under Fleur’s strategic leadership, the agency has seen an average year-on-year growth of 117%.
In the 10+ years Fleur has been in the region, she has been at the forefront of the industry’s growth, innovatively integrating sports, brands and technology – Fleur and her team have sold out events; developed globally impactful content; introduced seven global brands and event IPs to the region; created community programmes that continue to engage thousands each year; and more. This dedication to her craft was lauded in 2020, when she was recognized as ‘Business Leader of the Year’ at the Sports Industry Awards Middle East.
Outside of work, Fleur is an avid kite-surfer, wake-surfer and snowboarder…as well as a reluctant cyclist and triathlete! In 2019, she ran 12 marathons in 12 months to raise money for the Oncology Department at Hexham General Hospital – a department very close to her heart.
A Dubai resident for over a decade now, Fleur lives with her partner Omar and their two rescue-dogs. She is a frequent industry-speaker and has the dream of one-day publishing a children’s book.