Gemba bolsters team with three senior hires

By Paige Murphy | 8 July 2019

Specialist sport and entertainment agency Gemba has made three senior appointments within the team.

Craig Roberts has been promoted to head of strategy and insights where he will lead the insights division along with his existing management of the agency’s strategy and venues and facilities divisions. 

Over the past two years, Roberts has worked with the insights team for both projects and new business pitches.

Haydn Northover joins the Gemba leadership team as insights divisional manager, after working in research agencies including Nielsen, Kantar and Millward Brown.

Northover has also been involved in product development projects focussed on behavioural measurements and neuroscience.

He will be responsible for the delivery of customised research projects and the ongoing development of Gemba’s Proprietary Insights program. His role also includes management of a global insights program for Turnstile, the agency’s sponsorships platform.

Hylke Hellinga joins Gemba from Holland, where he was recently behind major football stadium and leisure precinct redevelopment projects.

Relocating to Australia, Hellinga has more than 15 years' experience advising on sport and cultural institution infrastructure projects.

“Providing strategic and commercial consulting for rights holders, broadcasters and government around sport and entertainment, Craig’s leadership has been instrumental in strengthening our expertise around digital, data and broadcast, as well as delivering insights and strategy for sports, broadcasters and venues in Australia, New Zealand, China, Singapore and the UK," Gemba CEO and director Rob Mills says.

“Tracking fans’ connections with sports and entertainment, Haydn will continue to build out our consumer research and insights program to provide our clients with a better understanding of how Australians and New Zealanders connect with their sporting passions.

"I’m also confident that Hylke’s specific expertise and passion for environmentally sustainable infrastructure will mean he excels in delivering our clients the best strategic infrastructure advice as he resets and strengthens our venues and facilities division.”

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