Member Article

Oxygen appoints to build senior leadership team

Oxygen, the UK’s first choice indoor family activity brand, has announced a series of appointments within the senior leadership team to build the brand with a focus on investing in enhancing the customer experience across its expanding portfolio.

Michael McAuley has joined as Chief Marketing Officer to support the company’s long-term plans for growth.  Michael will lead on building the Oxygen brand, focusing on enhancing the customer experience across its expanding portfolio. He has worked extensively in senior marketing roles in a variety of sectors and for a number of leading brands, including Premier Inn, TUI, Brighthouse Group, and Carphone Warehouse.  

Heading up the technology capabilities for Oxygen is Bradley McNamara who joins as IT Director following a previous role at Itsu and is tasked to develop efficient systems across the business to ensure a positive consumer experience. Finally, Peta Young has joined Oxygen from a retail background and is Head of People and will bring a wealth of expertise and implement new processes required to support the growth of the brand.  This significant investment in the trio of new appointments will join David Hill, Executive Chair, and Stephen Wilson, Managing Director, in the senior leadership team of the Liberty Capital-owned business, in delivering their vision for Oxygen.

Commenting on these new appointments, Michael McAuley said: “Oxygen is both a consolidator and an innovator in the leisure sector, and recognises the importance, and power, of branding to engage consumers to drive loyalty and growth.  That makes it a very exciting time to come on board, particularly when combined with Bradley and Peta and also the experience of David and Stephen. The strength of Liberty Capital’s support cements Oxygens plans and our investment in the future and a qualified team to realise our long-term strategy.”

Furthermore, Oxygen has appointed Saint Design to be part of the wider team. Based in London, the design agency has extensive marketing and branding experience in the hospitality and leisure sectors, working with brands such as Hawksmoor, Giggling Squid, Dishoom and Big Easy.  Saint Design will be reviewing and evolving the Oxygen identity, brand foundations and creative direction.  The company, led by Paul Lynch, will also implement a series of tactical consumer campaigns, and their appointment coincides with the launch of Oxygen’s new consumer website. 

Paul Lynch, Founder and Creative Director at Saint Design, added: “Oxygen has been an exciting new client for us as a studio – we are working closely as part of the team to create a dynamic campaign direction whilst developing the marketing tools to deliver this new evolved brand identity. Oxygen is allowing us to really push boundaries to aid stand out in the crowded leisure market.”

The news follows Oxygen’s acquisition of Jump Evolution in March and RedKangaroo in November last year.  The company has recently unveiled its latest customer proposition, a £1.23 million refurbishment at Croydon Park to add to their growing portfolio.

Stärka, the leisure real estate advisory business, was appointed to act on behalf of the brand’s expansion in prime sites throughout the country.

This was posted in Bdaily's Members' News section by Nick Thornton .