About Me
Hey, I'm Michael!
After more than 14 years working in sports social media, marketing and content creation across the world for rights holders, agencies and media companies, I took the thrilling plunge to go freelance!
I am a lover of sports, obviously horse racing but also cycling, athletics, rugby and more! I'm a keen traveller, ardent reader, experimental cook and occasional jockey.
Take a look around the site, hopefully something will click with you and you'll want to work together in the future. Or, go straight to the horses' mouth and give me an email or call!
This is Michael eating whilst travelling... this is good.
📍Mostar, Bosnia & Herzegovina
CV
2021 - 2025
Social Media & Content
The Jockey Club
Over more than four years, I brought some of the biggest events in the UK to life, overseeing the Cheltenham Festival, Grand National and Derby. Our TikTok channel soared to be the industry-leading account in less than a year, whilst I monetised our Facebook & YouTube for revenue purposes. Creative thinking was at the heart of my work, transforming ideas into impactful content pieces that deepen fan engagement, educate both passionate and casual audiences, and capture the dream of being part of this sport.
2019 - 2021
Marketing
The Goodwood Group, World Horse Racing & Engage
I honed my marketing acumen, editing backend code on webpages, built emails on DotDigital and ultimately led the social media & content execution & strategies for Goodwood Racecourse & new dog show, Goodwoof. I was then seconded to World Horse Racing, where I led the social media during their international events in Hong Kong, Australia and the USA. Thereafter, I joined agency Engage (now Brave Bison) as an Account Manager to become a permanent part of the World Horse Racing team.
2015 - 2019
Various Roles
RaceTech, Racing.com,
Sky Sports Racing
I developed into a jack of all trades whilst at the University of Leeds studying history, working for Lab Racing, RaceTech and the then BBC correspondent Cornelius Lysaght. In Australia, studying abroad, I was an award-winning journalist and social media co-ordinator for Racing.com. After returning to the UK and graduating, I joined Sky Sports Racing.
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