Gemba promotes Craig Roberts to head of strategy and insights

Sports and entertainment agency, Gemba, has promoted Craig Roberts to head of strategy and insights, after spending two years with the business as Asia Pacific head of strategy.

Gemba CEO and director, Rob Mills, said in a statement: “Providing strategic and commercial consulting for rights holders, broadcasters and government around sport and entertainment, Craig’s leadership has been instrumental in strengthening our expertise around digital, data and broadcast, as well as delivering insights and strategy for sports, broadcasters and venues in Australia, New Zealand, China, Singapore and the UK.”

Gemba has promoted Craig Roberts to head of strategy and insights

Previously, Roberts spent five years as head of strategy for AFL Media.

In addition, joining Gemba is Haydn Northover as insights divisional manager. He will also join the leadership team. Previously, Northover was a senior account director at Millward Brown. He has also worked as senior account director for Kantar and was the director of Nielsen Neuro Pacific.

In his new role, Northover will be responsible for the delivery of customised research projects for clients and the ongoing development of insights programs for Gemba and sponsorships platform Turnstile.

Hylke Hellinga is also joining Gemba from Holland, as venues and facilities divisional head.

Hellinga was previously the senior development manager at signature project management and co-founder and partner of sports hall Beweegbox.

Mills added: “Tracking fans’ connections with sports and entertainment, Haydn will continue to build out our consumer research and insights program to provide our clients with a better understanding of how Australians and New Zealanders connect with their sporting passions. I’m also confident that Hylke’s specific expertise and passion for environmentally sustainable infrastructure will mean he excels in delivering our clients the best strategic infrastructure advice as he resets and strengthens our venues and facilities division.”


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