Talk us through an average day in your role.
What I love most about my job is the opportunity to connect with people across industries—from XR technology to media, entertainment, and sports. No two days are the same, and that’s what keeps it exciting. Some days, I’m in deep conversations with engineering and research teams about 5G-powered XR streaming and remote rendering, learning about the latest technology advancements. Other days, I’m speaking with sports and media partners to understand their challenges and explore how immersive experiences can help them engage audiences in new ways. I wear multiple hats—on one side, I’m shaping strategies for the XR Sports Alliance, crafting operational plans to ensure the alliance runs effectively, and engaging with key stakeholders in the XR and sports industries to convince and recruit them to join this global mission. On the other, I’m focused on scaling XR as a business at Accedo, working with partners to bring XR services to market.
How did you get started in the media industry?
I didn’t take the traditional route into media but XR pulled me in. Prior to Accedo, at eyecandylab, I had the opportunity to work with brands like Disney, Nickelodeon, Red Bull, Deutsche Telekom, and Verizon, helping them explore immersive video experiences for their IP. That’s when it clicked—XR wasn’t just a cool experiment; it had the potential to transform how people engage with content. No matter if it’s five years from now or ten, people will always consume media and entertainment—what will change is the medium, the format, and the way we interact with it. From that moment, I knew I wanted to be part of shaping that future and pushing the industry forward.
What training did you have before entering the industry?
I didn’t come from a traditional media background—I actually started in international business. But my real training came from hands-on experience, leading XR initiatives and working with global broadcasters, telcos, and sports organisations to understand their challenges. Every conversation, project, and partnership taught me something new, giving me a deep understanding of XR technologies and the media business.
Why do you enjoy working in the industry?
I love connecting the dots—bringing different perspectives together, spotting opportunities across industries, and shaping a shared vision that benefits everyone involved. It’s the people I meet, the energy, and the constant evolution that make this industry so exciting. Things move fast, and while I love big, bold ideas, what drives me most is turning them into reality. Whether it’s helping shape the future of XR sports streaming through the XR Sports Alliance or driving Accedo’s XR business, I’m passionate about making innovation practical, scalable, and impactful. Balancing the non-profit alliance work with the commercial side of XR is incredibly interesting—it allows me to drive industry-wide collaboration while ensuring XR adoption is both sustainable and scalable. It’s a fast-paced, dynamic space, full of opportunities to make a real impact. I feel incredibly lucky to work at the intersection of XR and media, helping push immersive experiences forward on a global scale.
What piece of advice would you offer someone looking to explore a role similar to yours?
Be bold. Learn to connect the dots. And most importantly, build meaningful, trusted relationships. At the most crucial times, it’s your network—the people you trust and who trust you—that will make the biggest difference. The right people will push you to step outside your comfort zone, whether that means pitching an idea before it’s fully formed or driving an initiative others aren’t quite sure about yet. If you have a vision, share it, get feedback, and refine as you go. Momentum matters, and action is what creates it.
