InCrowd Announces New Appointments Of Alexandra Kyrke-Smith And Abigail Cockayne

February 8, 2021

InCrowd has appointed Alexandra Kyrke-Smith from sports marketing agency Goodform as Audience Strategy Director and Abigail Cockayne joins as Commercial Account Director.

Alexandra is a data insight expert with a background in market research. In her previous roles of Strategy Director and Head of Research & Insight, she developed data-led ticket sales strategies for events including the Birmingham 2022 Commonwealth Games and Rugby League World Cup 2021. Alexandra also oversaw major data and research projects for organisations including Rugby World Cup 2015, EFL, The British & Irish Lions and notably for Formula 1 on their award-winning Fan Voice project.

At InCrowd Alexandra will be responsible for the strategic direction of the company’s data division, managing an expert team of data analysts & scientists and taking lead on the delivery of audience-focused consultancy projects for clients. Alexandra will drive InCrowd’s ambition to change the way in which sports organisations view and utilise data to transform operational processes, fan experiences and ultimately revolutionise their revenue opportunities driven through digital channels.

“I’m delighted to be joining the team at InCrowd at a time when data and digital transformation couldn’t be more important for sports organisations. Working alongside a dynamic and talented team, I’m looking forward to elevating the role played by data and insight in informing strategy and driving revenue for our customers, and delivering great experiences for their fans.”

Specialising in CRM, data and digital solutions, Abigail led a team working closely with numerous sports organisations including Premier League Football Clubs, Formula E and World Athletics​ Championships, helping them to successfully utilise digital solutions to grow larger and more engaged fanbases, facilitating commercial growth. Most recently Abigail has managed the relationships with Birmingham 2022 Commonwealth Games and Rugby League World Cup 2021 in building and activating data insight and digital solutions aligned to the respective ticketing & data strategies.

For InCrowd, Abigail will manage the commercial relationship with InCrowd key accounts, acting as advisory and consultative support to customers, taking particular care in understanding their business problems and creating collaborative relationships that lead to successful results.

“I am thrilled to join InCrowd and continue the development of key relationships and data solutions for clients. I’m looking forward to working with the team to use data and technology to bring fans closer to their sport, whilst driving innovation to identify new opportunities and ways to overcome challenges in these ever-changing times for clients.”