Wave appoints new Head of Experiential, cementing their commitment to creating excellent brand and consumer experiences in UK and Ireland


09 February 2023 Written by:

Wave appoints new Head of Experiential, Charlotte Chapman, cementing their commitment to creating excellent brand and consumer experiences in UK and Ireland

Wave have appointed a new Head of Experiential in preparation for growth acceleration in the brand experience arena.

Charlotte Chapman joined the team in her new leadership role on 28th November 2022. In her role she works with brands to bring their story to life, whether that’s through events, roadshows, pop up retail, sampling activities, mystery shop or immersive brand experiences directly to consumers. She helps brands create positive experiences and encourage spontaneity from their consumers, while delivering premium and memorable encounters with brands and their products.

Charlotte comments “People have become more considered than ever about what brands they associate with, what they buy and where they spend their money. It’s my job to help brands access more consumers and make them want to advocate for their products. I’m really excited to help bring brands to life, and ultimately help them make the quick sell while leaving a lasting impression on consumers to keep them coming back again and again.”

Charlotte has built her career over 10 years in the hospitality and manufacturing sectors. She has a wide range of experience across events management and brand sales.

On her appointment Charlotte comments, “I think experiential come in three prongs – the brand, the venue and the agency. In the past, I’ve been the been the brand hiring the agency to come up with the story and to execute the activity, and I’ve also been the venue running the events. Now it’s time for me to use my experience in these areas to become the best agency contact to brands when they’re seeking a partner to bring their activities to life. I think my background makes me really well placed to uniquely understand the challenges, logistics and processes brands go through when they seek an agency partner. Paired with my passion for creativity and storytelling, and obsession for meticulous project management, I’m really looking forward to working with brands in my new role of Head of Experiential at Wave”.

Wave Managing Director, Linda Gallagher comments, “I’m delighted to welcome Charlotte to the business to lead our experiential proposition. Charlotte’s breadth of inhouse brand experience, combined with her extensive events and venue management experience, will undoubtedly create value for clients to launch smooth and impactful experiences to their consumers. The fact that she also has experience running brand and trade activations is an added bonus. I love the energy she’s bringing so far and think that Wave are in a great place to offer clients even better experiential marketing with her in role.”

Wave are the agile field marketing, sales and brand experience agency in Avidity Group Ltd. We live to boost brand consumer advocacy through experiences, direct sales and execution. We offer brands flexible ways to drive execution, experience, and sales, delivering where, when, and doing what's required to hit their goals.

With that in mind we look forward to welcoming Charlotte to our business and are excited about the new leadership she brings to Wave during its growth journey.