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Key Personnel

Martin Gray

Martin is a Director and co-founder of EMG. Prior to setting up the company in 2004 he worked within the Marketing teams in various roles at both McCABES and AMBASSADOR THEATRE GROUP. With over 16 years experience in marketing live entertainment in London and throughout the UK Martin is actively involved in all aspects of the company with particular focus on Digital Marketing, Creative & Copywriting, Broadcast and Media Planning.

Elaine McGowan

Director and co-founder of EMG, Elaine began her career at Cheek by Jowl, becoming the company’s first ever PR and Marketing Officer working on both small and mid scale work, as well as regular London seasons. In 1989 Elaine was a founding director of advertising agency McCABES, where she was part of the team that in 1999 launched the worldwide phenomenon Mamma Mia! Other major projects at McCABES included Showboat (Prince Edward), West Side Story (Prince Edward). She has also worked with many venues and companies, including the Royal Court, Sadler’s Wells, the RSC and English National Ballet. Elaine also worked for many years as a consultant for Ambassador Theatre Group and over the last decade has been involved in the launches of ATG's theatres in Woking, Milton Keynes, Wimbledon and Stoke-on-Trent.

Will Maidwell - Senior Account Director

Will started his career at The Magenta Partnership. He then moved to Ticketmaster  where he gained invaluable experience in all things ticketing! After 4 years at GCA he moved to Target Live. A Senior Account Manager, Will also specialises in Event Management and heads up the co-ordination of EMG’s  Street Team. Will has 13 years experience of West End and Touring theatre productions.

Will is particularly proud of his recent work with Phil McIntyre Entertainment (making We Will Rock You a record breaking success across the UK since 2009) and his work with Assembly Festival.

Charlotte Ward - Senior Account Director

Charlotte trained and worked as a freelance Arts Journalist before starting her first Marketing position with Ambassador Theatre Group in 2003. In 2005 she won the inaugural AMA Rising Star Award recognising her contribution to the re-opening of New Wimbledon Theatre and Studio and for her work building audiences there.

Since 2007 Charlotte has been an integral member of the EMG team. She has vast experience of regional touring theatre, from small scale to large scale venues, alongside touring shows she managed major West End productions.

Charlotte is extremely proud of her work establishing and building the brand of 'New Adventures' through the website and through new media by creating a strong global presence on social networks. She has worked on all of Matthew Bourne’s productions both in London and on tour (Nutcracker! Edward Scissorhands, Highland Fling, Car Man, Dorian Gray and Cinderella) and has been instrumental in their growing popularity.

With a passion and interest in unique events and family productions, she has worked on 'The Wizard of Oz' and 'Lost and Found Orchestra (Southbank Centre). In 2009 she was a key part of the team that launched 'Peter Pan' in Kensington Gardens, and subsequently at The O2. In 2010 she became a Consultant for the show in the United States, spending much of the year between San Francisco and Los Angeles managing their campaigns and growing the brand. She gained considerable hands-on experience of the American market and whilst she was there also produced a 40 minute documentary about the show for US Public TV channels. Recently she returned to the United States to launch the show in Boston.

Charlotte offers a wealth of knowledge of both West End, national and international theatre marketing, handling her accounts with dedication, determination, creative flair and aplomb.

Rebecca White - Marketing Executive

Rebecca joined the EMG team in March 2011 as our Marketing Executive. Joining us from the marketing department of the Wimbledon New Theatre, she offers a wealth of experience in both London and touring productions. A lifelong theatre lover, she has also previously worked in costume for many major productions. 

Frankie Barker - Marketing Executive

Marketing Executive at EMG, Frankie’s experience stems from her internships at Liverpool Empire Theatre and also the Donmar Warehouse. Frankie has worked as a receptionist at Cameron Mackintosh Ltd, gaining 2 years experience of working for a commercial theatre company. Since joining the team from working at the Novello Theatre Box Office, Frankie has become a valuable member of the team working accross a variety of West End and touring productions.

Emma Bright - Account Manager

Emma started her career with internships at the National Theatre, Battersea Arts Centre and AKA before joining Soho Theatre as Marketing Assistant.  Emma then joined the EMG team as Marketing Assistant in 2009 supporting the team across a number of productions.  After spending 2011 working freelance at Bristol Old Vic, Emma returned to EMG.

Emma enjoys a wide range of theatre from large scale musicals to experimental theatre and has built on her experience working across small and large scale touring and West End productions.

Ewan Newbigging Lister - Admin Assistant/Runner

The newest member of the team, Ewan joined in September 2013 and assists everyone in the office accross a variety activities. We are delighted to have him on board.


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Our media buying powerhouse based in Islington. Very much part of the team.


We currently have student internships available for undergraduates looking to gain marketing experience.  To apply please send a cover letter and CV to 

We pride ourselves in offering a creative, cost effective and thorough service to some of the most dynamic Arts and Entertainment producers in the UK. Pop in and see us sometime at our new home in the heart of London's Theatreland.