Summary

At Henley Royal Regatta (HRR), I championed our Corporate Social Responsibility (CSR) footprint, directing a concentrated focus on environmental sustainability. Under my leadership, I launched two successful post-regatta river clean-ups, and partnered with both local & regional campaigners emphasise the importance of our rivers on the wider ecosystem, using our platform to amplify a wider environmental narrative. Furthermore, I worked closely with internal teams to enhance our environmental credentials, implementing sustainable practices and fostering a culture of eco-consciousness within the organisation.

Objectives

(1) Brand Reinvention: Craft a unique and compelling brand identity to stand out in a highly competitive market
(2) Global Recognition: Boost global exposure and brand awareness
(3) Align Brand & Strategy: Ensure the brand vision aligns with the company's strategic short- and long-term goals

Execution

• Launched the inaugural post-regatta river clean-up event, engaging the local community and various stakeholders

• Amplified the initiative in 2023 featuring guest speakers addressing river waste's impact on ocean pollution

• Formed a strategic partnership with River Action UK, actively contributing to nationwide river clean-up campaigns

• Utilised Chairman Sir Steve Redgrave's presence to attract extensive media attention

• Attended and presented at local Town Hall events to educate ourselves & foster awareness of our contributions

• Collaborated with suppliers to redesign our packaging to be fully recyclable and to use recycled materials

• Worked with Operations to implement environmental initiatives at our event

  • including an increase in recycling facilities and a reduction in the use of single-use plastic​

Outcomes

• Garnered positive media coverage and feedback, cementing HRR's reputation as a responsible organisation

  • ​Including TV features on BBC and ITV, as well as coverage in The Times, Telegraph, Guardian, Independent etc.​

• Increased volunteer participation in the 2023 river clean-up event compared to the previous year​

• Effectively positioned HRR as a leading advocate for environmental responsibility in the sports and events industry