The Miroma Group has this week made two senior appointments for newly created roles, to spearhead business development and client partnerships for the Group’s sports and entertainment offering.

Matt Highfield joins as Business Development Director and will be responsible for supporting and building out The Miroma Group’s client base to capitalise on its broad range of expertise, whilst building out ancillary product solutions within core industry verticals. Formerly the Director of Account Management & New Business at Dewynters, Matt has built successful advertising campaigns for numerous award-winning live entertainment products across the UK. As Business Development lead, Matt developed a winning pitch formula for the agency which saw Dewynters attract clients such as Back to the Future and Moulin Rouge: The Musical. Prior to Dewynters, Matt held roles in marketing Film and Music at Warner Bros and EMI.

Velvett Stratford-Wright becomes Partnership Director, bringing extensive expertise and passion for sport to The Miroma Group to explore ways that the group can define the future of partnership marketing for its clients. Velvett has navigated both commercial media roles and worked in-house at high-profile brands constructing and activating high-profile partnerships as part of their broader marketing mix. She has worked on partnerships including Unilever’s Rexona global portfolio which included Chelsea F.C., Manchester City F.C., La Liga and CONMEBOL and Three UK’s front-of-shirt partnership with Chelsea F.C.

These appointments follow The Miroma Group’s acquisition of Miroma SET earlier this year. The Miroma Group works across the entire spectrum of Sports and Entertainment, from Live Entertainment, TV, Film, Music, Streaming and Gaming, for clients including world-renowned brands like Live Nation, AEG Presents, IMG, Sky, Universal, Warner Bros, Spotify, Disney+, BT Sport, Eurosport, ECB, NBA 2K League, and Sega. It helps clients to bring audiences closer to their passions, through its premier offering which includes branding, strategy, creative, influencer marketing and content, media planning and buying, digital product development, data analytics and production.

Marc Boyan, founder of The Miroma Group and Miroma Ventures, said: “These appointments are an important step for The Miroma Group in the continued development of our sports and entertainment franchise which remains a key pillar of our Group. Velvett is a dedicated and commercially astute marketing professional with a proven track record in delivering high-profile partnerships for clients, while Matt brings extensive experience and success in winning new business – I’m excited to bring such young and exciting talent into the Group to lead this new direction.”