Natasha Thiebaut to join Forward Associates as Chief Commercial Officer

Leading venue specialists Forward Associates have announced a new addition to their growing team, with the arrival of industry expert, Natasha Thiebaut as Chief Commercial Officer. Natasha, has over 25 years’ experience in the venue business, developing premium sales programmes and commercial strategy for leading venues around the world, including Wembley Stadium, Lusail Stadium and The Maracana.

Forward Associates offer an end-to-end service, focusing on all aspects of venue strategy, including ticketing, premium seating and sponsorship.

This appointment is a crucial part of the jigsaw, as founder Roy Westwood explained:

I have known Natasha for more than two decades and always admired her vision and attention to detail. Demand for our sales and marketing services is rising. Natasha’s arrival is a direct response to this demand and will strengthen our senior leadership team in what has become a critical discipline.

Natasha was previously Vice-President of IMG’s Stadium Division, securing, managing and selling commercial rights for a host of world class venues, including a leading role in creating the products and sales operations for Club Wembley, delivering premium seat revenues of £600m, a first in world football.

Natasha has worked for many clubs around the world such as Galatasaray S.K, FC Porto and Leinster Rugby, as well as major global events, including the UEFA European Championships. She has also managed sponsorship programmes for The FA and the FAI.

Forward Associates is a longstanding main sponsor of ALSD International which offers an annual event and 365 community focused on delivering best practice insights and key learnings with regards to optimising revenue through New Builds, Renovations and Service Expansions. Check out the 2022 event wrap video here.

Natasha said:

Roy and I have a shared vision of how to make the venue industry more successful and to drive revenue for our clients by improving the customer experience. Forward Associates have a brilliant team who have shaped the industry. They have some really exciting projects in the pipeline, I’m looking forward to helping to grow this further.

Roy Westwood concluded:

As part of our senior leadership team, Natasha will reinforce Forward Associates’ ability to offer an end-to-end service. We are well known for devising and delivering extraordinary venue experiences, but if you don’t have a strategy in place to sell them, a critical piece of the jigsaw is missing. Natasha strengthens our offer in what is an increasingly important area and is another way we ensure venues maximise profitability.

Natasha is the second new addition to the 20-strong team, following last week’s announcement of Phil Pearlman joining as Project Manager UK & USA.

Vicky Jaycock, Senior Manager, New Stadium Sales at Everton, and Roy Westwood, CEO, Forward Associates, guided attendees through the intricacies of the New Everton Stadium during their ‘Football for All: Hospitality Reimagined” discussion at ALSD International 2022

About Forward Associates:

As a multi-disciplinary venue specialist, Forward Associates understand how spaces and brands can act in different ways to maximise the commercial possibilities of your venue.

The team work predominantly within the sports and leisure sector but take inspiration from the wider world. They create high- street ready concepts that transform what was previously thought possible in a host of mass-population venues, from stadia, arenas and leisure attractions to hotels and shopping centres.

Forward Associates’ work takes them to every continent but can be seen closer to home, informing Europe’s most revered new stadium developments – Tottenham Hotspur and Everton Football Club.

Sports Venue Business organises and delivers ALSD International – the leading event & 365 community for the Premium Seat & Hospitality sector – on behalf of the Association of Luxury Suite Directors (ALSD).

The 2022 event featured a high-level conference, an exhibition showcasing industry-leaders, networking events and a very special tour of Tottenham Hotspur Stadium powered by THFC and Levy UK + Ireland. Details on ALSD International 2023 to follow soon…

#ALSDInternational – Europe’s leading event for the Premium Seat & Sports Hospitality sector

#ALSD – Leading the Premium Seat sector for the last 30 years

#sportsvenuebusiness – The leading platform for sector news, views & developments



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