Rob Mitchell, who has 20 years of commercial and marketing experience working with a string of blue-chip organisations, joins the team as Head of Marketing to lead and oversee all marketing activity across both businesses.
He has experience in leading brand, sponsorship, community, sales and activation programmes from a client, agency and rights holder perspective and has worked extensively in entertainment and sport.
He is currently a Board Director of the European Sponsorship Association and Brand Activation council member of the Direct Marketing Association, positions he will retain with his new role at the Ricoh Arena.
“This is a new role and offers unlimited possibilities and opportunities,” he said. “The Ricoh Arena and Wasps are both leading brands in their fields and by coming together it has created a great deal of potential for both businesses, individually and collectively.
“I will be looking to build the Wasps and Arena brands, their role in the community, our work with strategic partners, building membership and value for Wasps supporters, as well as driving our corporate business and entertainment offer.
“This is a very exciting place to work and we have a great team. There is constant activity, a wide variety of business and entertainment events and world-class sport. It is genuinely a unique business and a considerable asset to the West Midlands economy both in terms of the trade it attracts but also its international reputation.”
Rob has held roles at Sponsorium International, Leo Burnett Group, 888.com, AB InBev, Ketchum and BMRB International and has worked with brands such as McDonald's, Nestlé, Heineken and Stella Artois working on sport, film, music and community projects.
Andy Gibb, Managing Director of the Ricoh Arena, said: “This is a key stage in the development of Wasps and the Ricoh Arena, and we are delighted to have Rob on board to help maximise the exciting possibilities which we believe are open to us.
“He has a great variety of experience in the areas in which we operate and will be key to helping drive the business forward.”