Vicky Beercock

GlobalGathering: Poland, Russia, Belarus, Ukraine, South Korea, Australia, UK, Turkey.

GlobalGathering, launched in 2001, rapidly became a premier electronic music festival through strategic marketing and high-profile DJs, shaping and reflecting the global EDM boom.

As the Head of Marketing and Communications for GlobalGathering UK and International, I led the successful rollout of a comprehensive brand redesign, revitalising the festival's image across multiple markets. I spearheaded the transition to in-house content creation, enhancing our ability to produce high-quality, authentic promotional materials that resonated with our global audience. Additionally, I strategically shifted our PR efforts by selecting a new agency, which resulted in stronger media relationships and increased visibility for the festival on an international scale.

I was responsible for overseeing all online and offline media output for various events, ensuring that media and PR activities were not only of high quality and effectiveness but also aligned with the company’s objectives and targets. This included managing where advertising was displayed to ensure that events were presented in the best possible light and medium. Additionally, I managed the promotions budget, oversaw customer databases, and optimised eMarketing and SEO strategies. A key part of my role was developing integrated communications and influencing strategies for major global events such as GlobalGathering, but also including Godskitchen Worldwide, White Air Festival, Electric Carnival, and Escape Into The Park.

Beyond strategy development, I was heavily involved in onsite festival planning, managing press conferences with artists and organisers, and handling filming and photography permissions across 50 annual events worldwide. I implemented various management systems, including online asset and project management systems, to streamline operations. My role also involved managing relationships with key partners such as Live Nation, HMV, MAMA, and sponsors like Pepsi, Tuborg, Vodafone, and JTI. Additionally, I sourced and maintained media and brand partnerships while leading the training and development of PR, marketing, and promotions staff. My responsibilities also extended to crisis management, where I identified opportunities, arranged spokespeople appearances, and drafted accurate press statements and brand profiles.