Jayne Carmichael brings extensive experience in commercial operations within the sports industry, currently serving as the Head of Commercial Operations for the Lions Tour 2025 at Wasserman. Previously, Jayne was the Commercial Operations Director for The British & Irish Lions, managing key projects during the Lions Tour to South Africa 2021. With a strong background in partnerships, project management, and stakeholder relationships, Jayne excelled as Account Director at CSM Sport & Entertainment during Rugby World Cup 2019 and held various roles in event delivery for high-profile sporting events including the Invictus Games. Jayne's career also includes early roles in communications and promotions at organizations such as Brandnation and Newcastle Falcons Rugby Club. Jayne holds a degree in Sport Management from Northumbria University.
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