Charles Allen has spent the majority of his 30 year career working for multi-national FMCG companies before moving to Arsenal in 2010
His experience ranges from commercial roles with Coca-Cola Schweppes in the UK, to international commercial and senior marketing roles with Diageo plc in Argentina, Peru, Chile, Mexico and the Netherlands, and finally in UK Marketing with PepsiCo International.
His move into sports marketing was fuelled by a passion for football, and also a belief that his consumer brand strategy and marketing skills would be transferrable and transformational in a sports marketing arena.
Charles is Head of Marketing at Arsenal and responsible for many of the commercial revenue streams at Arsenal Football Club. These include responsibility for growing the Arsenal Membership programme which is one of the largest subscription based membership scheme in UK football. Charles has also been driving the International strategy for the club with a particular emphasis on China and Asia to deliver a bigger and more engaged fan base in the region.
"I am delighted to be part of the Drum marketing awards, and look forward to seeing great work being profiled by these awards.”