A proven analytical and commercial leader that delivers bottom line returns, Daniel has worked in transforming Sports and Entertainment companies (Anshutz Entertainment Group, AXS Ticketing) by placing data insights and digital growth at the heart of their vision to deliver commercial, customer engagement and operational strategies.


How do you think you will be able to help others as a PBSL mentor?

I have an extensive knowledge of the sports and entertainment world working across the globe on digital and data transformations.  Importantly, I have also work in other sectors that have shaped my thinking to enable a truly holistic approach to fan engagement and revenue generation; Automotive and Airlines being two significant previous verticals

What type of knowledge and experience are you looking forward to sharing? 

20 plus years of experience in the data and digital world, all based on an accounting background.  At the end of the day it is about why you need to do what you propose to do, what is the ROI, what is the brand value.  I have worked in small, medium and large companies which brings great awareness and experience.

What were the key things you learnt from the mentor training?

Firstly, you are never too young or old to learn and keep improving.  This is about coaching and mentoring and finding the right balance and helping to support individuals but not give the answers, to help you grow in terms of skills and confidence.

How do you think your career would have benefitted if had a mentor when first starting out in the sports industry? 

Having been promoted early in my career, it often feels good, but you often feel like you lack the right tools to support others, sometimes your confidence takes a knock.  What is right, why are you doing this etc.  but being able to reflect and talk through situations would have beneficial.