Head of Marketing
Arsenal Football Club

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.”

Judging panel

Erin Johnson

Marketing Director

Philippa Snare

EMEA Global Business Marketing

Sophie Robinson

Chief Marketing Officer

Dan James

Marketing Director
Volkswagen Financial Services

Mario Bounas

Director of Marketing
Royal Carribean

Steve Challouma

Marketing Director
Birds Eye

Fleur Clarke

Senior Marketing Manager
Harper Collins

Luisa Fernandez

Marketing Director
YO! Sushi

Neema Shah-Khan

Head of Marketing

Vince Lawson

Global Brand Director
Fever Tree

Steve Antoniewicz

Head of Consulting
The Drum

Ross Matthews

Chief Marketing Officer
Ice Lolly

Ella d'Amato

Chief Commercial & Marketing Officer

Piers Newson-Smith

Head of Brand Planning
Direct Line Group

Richard Hayes

Group Sales and Marketing Director
Stock Spirits

Andrew Cocker

Senior Marketing Director
Expedia, Inc

Sarah Kiefer

Director of Business Marketing, EMEA

Michelle Pagliarulo

Luxury Partnerships Director
Hearst UK

Tatiana Piccolo

Vice President Global Fragrance
Avon UK

Scott Allen

Global Marketing Development & Strategy Director
Microsoft UK

Charles Allen

Head of Marketing
Arsenal Football Club

Victoria Needs

Director of International Marketing
Sony Music Entertainment

Faye Harcourt

Executive Director of Marketing
BBFC (British Board of Film Classification)

Ali Lowry

Brand Director

Fiona Spooner

Global Marketing Director, B2C
Financial Times

Keira Lloyd

Product Director

Danny Denhard

Director of Growth
Just Giving

Luke Bradley-Jones

Chief Marketing Officer

Sonia Sudhakar

Marketing Director
Guardian News & Media

David Stanley

Marketing Director, UKI
Getty Images

Gareth Helm

Chief Marketing Officer

Dru Ryder

Brand Communications Manager
Daily Mail

Gemma Cracknell

Marketing Director
Merlin Entertainments