A place to eat, meet and come back to.

Praça brought together food, hospitality, retail and events under one roof. The opportunity was to give those activities a coherent identity and turn the venue into a destination for consumers, businesses and the surrounding community.

I led marketing and communication, working across a structure of more than 40 people. That scope included cross-functional coordination across commercial and operations, alongside creative partners and suppliers. It was broader than my direct reporting line.

I set priorities, managed budgets and partners, and connected brand decisions to the practical needs of the venue and its different audiences.

I developed brand guidance and applications across campaigns, menus, digital communication, events and the customer experience. The work built on Praça’s existing identity, giving different business units a consistent way to communicate.

I developed the events offer and cultural programming as reasons to visit, while aligning marketing with the teams responsible for delivering the experience on site.

The work brought together annual planning, campaigns, partnerships, PR, product communication and event production. My role was to keep the brand coherent while giving each activity a clear audience and commercial purpose.

I also reviewed campaign and event performance with operational context, using the findings to inform recommendations and future planning.

In my first year, event revenue grew 209%, footfall grew 239%, and average monthly F&B revenue grew 309% compared with the previous year. These were company results during my tenure, supported by collaboration across marketing, commercial and operations.

Role: Head of Marketing & Communication. Collaboration: Praça’s management, commercial and operational teams, external creative partners and production suppliers. Photography shown here comes from Praça’s project archive. The original Praça identity predates my appointment.