Who are the Brandwave Team

"We understand your target market, because we are your target market."

The Brandwave team come from a broad spectrum of sporting backgrounds, from enthusiastic amateurs to Olympic athletes. Whatever the brief, you can bet we've got some stories and experiences to draw upon for inspiration, providing a unique creative resource that you won’t find anywhere else.

We all share an unrelenting passion for sports. It's this that sets us apart and makes us unique, we can understand our client’s target market because we are their target market.

The Brandwave team:

Daniel Macaulay


Daniel is the Founder & CEO of Brandwave Marketing - one of the world's leading sports marketing consultancies and the chosen agency of many of the sports industry’s leading brands including Adidas, BMW, Scott, The North Face, Les Mills, INEOS, Wiggle, and Salomon.

With a lifetime spent teaching and competing in sport himself, Daniel is passionate believer in the power of sport as a catalyst for positive change on multiple levels. He is also a respected speaker in the global sports and marketing industries with keynote talks at Web Summit, Amazon, EuroBike, ISPO, and The European Outdoor Group Summit.

Daniel is an ambassador of The Blue Earth Summit and a Non Exec Director of Visit Chichester/ The Great Sussex Way. He sits on the UK Sport & Outdoor Forum think tank and is a mentor to fit-tech start-ups as part of UKActive's ActiveLab program. Daniel is part of the international judging panel for the annual UK Active and Endorphin Sports Film Awards.

More recently, Daniel Co-Founded FoamLife - a disruptive new flip flop brand that is taking the global footwear industry by storm.

Growing up in Ireland, Daniel completed a Degree in Marketing and a Masters Degree in Business Studies at Dublin Business School. Following on from that, Daniel worked for 4 years as European Marketing Director for the iconic American surf brand, O’Neill.

Daniel founded Brandwave 16 years ago and now spends his time consulting for key clients on their global B2B and B2C marketing strategies.

Oliver Robinson

Managing Director

As Key Accounts Director and Strategic Consultant, Ollie has over a decade of direct experience in the sports, fitness and outdoor industry.

Worked alongside start-ups to establish the foundations of their new brand and helped some of the oldest, most established organisations to rediscover their brand to help better shape their future marketing strategy.

Deliver marketing projects for some of the largest global sports brands that I’ve admired and respected growing up. Here are some highlights:

Strategically lead the global launch of Lazer KinetiCore technology.

Strategic lead and creative support launching the SHIMANO EP8 e-bike system global campaign.

Conceptualised, strategised, and launched Get Outside by Ordnance Survey. A nationwide initiative to encourage the UK to explore the great outdoors.

Project lead to deliver the HUGO BOSS x Alex Thomson Racing fan engagement hub.

Conceptualised and executed the UK launch activation for the SUUNTO 7

Lead on the continued delivery of the INEOS Energy Station - a global internal health, wellness & fitness platform.

Helped reposition PowerBar in Europe by conceptualising and bringing to life the “As Never Seen Before” 360 campaign.

Oversaw the global rebrand & repositioning of performance material brand Pertex.

Since January 2021, as a trustee of the Youth Adventure Trust, I also advise the charity to support on their marketing and help to deliver industry fundraising events.

Alastair Lecomte

Creative Director

As Creative Director at Brandwave, Al is ultimately responsible for the creative direction of all of our projects and the development of the creative team, as well as being a full-time designer himself. With more than 20 years under his belt he brings a wealth of experience to the table. He has worked across a number of industry sectors, including sport, outdoor, travel, FMCG, automotive, technology and finance with prestigious clients such as HP, Rolls Royce, Ford, Dunlop, Land Rover and Salomon. Al continually looks to progress Brandwave's creative offering, ensuring that we continue to be at the top of our game.

Josie Fabian

Organisational Development Director

With a career spanning multiple areas of marketing, from events & activations to eCommerce & Digital, Josie has gained invaluable experience whilst working with some of the world's leading brands on a global scale over the years.

Since joining the Brandwave team in 2019, Josie has spearheaded the use of digital in; activations, campaigns and launches via new influencer marketing techniques & online events. She has also been key in the success of projects offline too, playing a vital operational role in strategic consultancy, activations, photoshoots and creative.

Having grown up near the coast with the Southdowns National Park on her doorstep, Josie absolutely loves the outdoors. If you don’t see her in the office, you can guarantee she’ll be SUP’ing on the solent, running her local trails, cycling the downs or travelling the world for her next adrenaline filled adventure.

William Cowell

Key Account & Marketing Director

As Key Account & Marketing Director, Will has worked alongside start-ups to establish the foundations of their new brand, right through to consulting with some of the most established global organisations to rediscover their brand and help to shape their future marketing strategy.

Will previously worked at the Premier League Charitable Fund, where he played a pivotal role in training and workforce development for the 92+ Club Community Organisations across the Premier League and English Football League. Prior to that, he made significant contributions as part of the Tennis for Kids delivery group at the LTA, enabling over 60,000 children to experience tennis for the first time.

Outside of the office, you'll find him logging runs, workouts, golf and dog walks on Strava, getting out on the water, watching his beloved Liverpool, or back on the tennis court.

Tanya Hall

Financial Controller

Tanya has a background in finance and has worked within several businesses to control the finance and accounts. She is AAT level 4 qualified and enjoys crunching numbers. Since joining the Brandwave team Tanya has been responsible for managing the finances across various projects and is enjoying gaining insight into the finances of the sports marketing world.

Tanya trained as a professional dancer before starting her career in finance therefore has always been into fitness and well-being. If you don’t find her on the dance floor, she will be in a group exercise class or carrying out a quick HIIT session in her front room. She loves the outdoors and is continually looking for a new walk or commuting on the bike with her son in tow.

Jamie Kerr


Having joined Brandwave as a Designer, Jamie brings a wealth of design experience to the Brandwave team. He is jointly responsible for bringing to life global campaigns, content production and creative assets for some of our most high-profile clients.

Jamie is relied on to support with all creative output from the Brandwave Studio. He studied Graphic Design at university and has since accumulated over 9 nine years of experience within the industry.

Much of his work is inspired from a lifetime of enjoying sport. From a very young age, sport has played a key role in his day to day living and he loves to be surrounded by like-minded people – especially when it involves working with many iconic brands in the industry.
In his own time, Jamie likes to spend time out on the golf course, on the local bike lanes and out on the water or coming down a ski slope.

Emile Kott

Digital Projects Director

Emile is Brandwave's answer to Chuck Norris. He takes his commitment to sport to another level and is more than a little bit competitive. A keen windsurfer you'll find him teaching Dan how to backloop, surfing, mountain biking and just about anything that gets the heart racing.

Emile has a 1st Class BSc (Hons) Maths and Artificial Intelligence, over 10 years PHP and open source experience. He heads up our digital team and specialises in Drupal and WordPress