Charlie Wells takes a strategic and creative approach to growing the reach and relevance of sport. In her role as Marketing, Communications & Commercial Director at England & Great Britain Hockey, she is helping to transform the sport’s visibility, deepen audience engagement, and strengthen its commercial foundations.
In 2024, Charlie secured hockey’s first ever long term free-to-air broadcast deal – a landmark three-year partnership with Channel 4 that is transforming how the sport is positioned and consumed. Under her leadership, England Hockey has delivered a 92% year-on-year increase in digital engagement, delivered a data led content strategy, and turned previously loss-making events into sell out successes, including the 2024 and 2025 FIH Hockey Pro League in London, through bold ticketing strategies.
Charlie also leads the marketing and commercial strategy for the EuroHockey Championships 2027, where she is responsible for ticketing, sponsorship, brand and campaign development, and driving long-term audience growth.
Her career spans leading roles at The FA and UEFA, where she delivered national campaigns and global digital activations across the Champions League and Europa League. She also spent time in the charity sector, leading the full rebrand of Girlguiding and securing a £3 million uplift in unrestricted income – modernising the organisation while reinforcing its purpose and reach.
Charlie holds an MSc in Sport Management and the Business of Football from Birkbeck, University of London, and she lives in South West London with her husband and two young children.
