In her new position within the company’s creative development team, led by head of event development Matt Hodgins, she will play a key role in developing and launching a roster of new events based on home grown IP, licenses and partnerships with brands and creative agencies.
Hodgins said: "Launching new events is an essential pillar of Upper Street’s growth strategy. As a company we are continually looking at the changing the way brands and consumers interact and this is already being reflected in the new experience formats we are putting into the market. With her experience of working on a number of leading events and her creative and challenging approach we’re thrilled Sally has joined the team at this exciting time."
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