PIA ALEXANDRA MACKENZIE
Frankfurt
Summary
International sponsorship and event management professional with extensive experience delivering premium brand activations, global partnerships and high-profile live events across Europe and Asia. Proven track record managing multinational stakeholders, VIP hospitality and operational delivery for leading global sports organisations and premium brands in fast-paced international environments. Multilingual, internationally experienced and recognised for exceptional execution, service excellence and attention to detail.
Overview
16
16
years of professional experience
Work History
Sports & Partnerships
Independent Consultant
Germany / UK
03.2026 - Current
- Supporting selected advisory activities across sponsorship, events and partnership management
- Exploring long-term international opportunities aligned with premium global brands and live-event environments
- Managing family and relocation considerations following extensive international assignments
Director of Sport, Events & Partnerships
German Pétanque Governing Body
08.2023 - Current
- Lead national championships, sponsorship activities and federation marketing initiatives across Germany in collaboration with regional clubs and organisers.
- Coordinate regional federations, suppliers and organising committees to deliver competitions and federation activations with consistent operational standards.
- Oversee budgeting, scheduling and operational planning for national events and federation projects.
- Manage stakeholder relationships with partners, clubs and organisers to ensure smooth delivery and brand consistency.
Partnership Services Manager
International Paralympic Committee
Bonn
10.2021 - 08.2023
- Managed sponsorship programmes and partner activations across major international events including the Beijing 2022 Paralympic Winter Games and World Para Sport competitions.
- Acted as the key liaison between Worldwide Paralympic Partners, agencies, organising committees and internal teams.
- Oversaw hospitality, accreditation, branding and activation delivery for partners, VIP guests and international delegations across multiple venues.
- Ensured all sponsorship activations complied with IPC commercial agreements and global brand standards.
Marketing Manager
Badminton World Federation
Kuala Lumpur
02.2019 - 10.2022
- Managed global sponsorship and marketing programmes across 194 member associations, supporting the international growth and visibility of badminton.
- Worked closely with Infront Sports & Media to activate international sponsorship partners including HSBC across BWF World Tour events staged throughout Asia, Europe and the Middle East.
- Led international marketing campaigns including the launch of the Badminton4U fan engagement app, supporting global fan engagement and digital audience growth.
- Delivered global partner activations including the HSBC AirBadminton campaign across multiple international markets, supporting participation growth and worldwide brand visibility.
Founder
JustUpstairs Agency
Weinheim
07.2017 - 02.2019
- Founded an international marketing and communications consultancy specialising in sport, music and culture, advising clients across Germany, Switzerland and the UK on sponsorship strategy, stakeholder engagement and premium partnerships.
- Managed the SAP x TSG Hoffenheim sponsorship project supporting the development of a state-of-the-art training facility, coordinating commercial stakeholders, agencies and architectural partners throughout delivery.
- Oversaw commercial relations and sponsor hospitality operations across six venues during the Julius Baer Zurich E-Prix 2018 Formula E event, ensuring premium guest experiences, partner satisfaction and seamless activation delivery.
- Developed sponsorship strategies and partnership concepts for organisations and events including Supporters Direct Scotland and the WTA Mallorca Open, supporting sponsor engagement, commercial growth and long-term partnership development.
Sponsorship Project Leader
SRG SSR (Swiss Broadcasting Corporation)
Zurich
03.2013 - 01.2015
- Led the full lifecycle of sponsored communications and event activations for SRF across Zurich and nationwide, integrating commercial partners across premium sports broadcasts and entertainment properties.
- Managed high-impact cross-media campaigns during the Sochi 2014 Winter Olympics and FIFA World Cup 2014, coordinating agencies and production teams to deliver integrated sponsor visibility across TV, digital and live promotional platforms.
- Developed and implemented sponsorship assets and strategic concepts for up to 40 annual TV projects, aligning partner objectives with SRF’s editorial, commercial and brand standards.
Affiliate Marketing Manager
comparis.ch
Zurich
02.2012 - 02.2013
- Managed partnership marketing activities and coordinated joint campaigns with national and international partners.
- Maintained oversight of partner agreements, campaign execution and brand consistency across multiple channels.
Sponsorship Sales Manager
International Management Group
Zurich
03.2010 - 02.2012
- Supported the delivery of international sporting events and sponsorship programmes involving premium brands including TAG Heuer, Credit Suisse and Julius Baer through partner servicing and operational coordination.
- Coordinated sponsor activations, hospitality programmes and on-site branding for premium partners during international sporting events across Switzerland and Europe.
Education
FIFA Master - Management, Law and Humanities of Sport
INTERNATIONAL CENTRE FOR SPORT STUDIES
Neuchâtel, Switzerland07-2017
Master's degree - International Management
ESCUELA DE ALTA DIRECCIÓN Y ADMINISTRACIÓN
Barcelona, Spain07-2008
Bachelor's degree - Business Management
KING'S COLLEGE
London, UK06-2007
Skills
- Sponsorship Activation
- Event Operations
- Stakeholder Management
- VIP Hospitality
- Brand Delivery
- Partnership Management
Languages
English
Proficient
C2
German
Proficient
C2
French
Advanced
C1
Spanish
Intermediate
B1
Notable Clients & Brands
- Sauber Group
- Alfa Romeo
- Audi
- SWISS International Air Lines
- Accelleron
- Formula E
- ABB
- Mercedes-Benz
- TAG Heuer
- Moët & Chandon
- Credit Suisse
- Julius Baer,
- Coca-Cola
- Samsung
Volunteer Experience
- 2016-03-01, BRITISH KICKBOXING COUNCIL, UK, PR manager, Development of a PR and sponsoring strategy
- 2015-11-01, TENNIS SCOTLAND, EDINBURGH, UK, Member of the Executive Board Marketing & Communication
Timeline
Sports & Partnerships
Independent Consultant
03.2026 - Current
Director of Sport, Events & Partnerships
German Pétanque Governing Body
08.2023 - Current
Partnership Services Manager
International Paralympic Committee
10.2021 - 08.2023
Marketing Manager
Badminton World Federation
02.2019 - 10.2022
Founder
JustUpstairs Agency
07.2017 - 02.2019
Sponsorship Project Leader
SRG SSR (Swiss Broadcasting Corporation)
03.2013 - 01.2015
Affiliate Marketing Manager
comparis.ch
02.2012 - 02.2013
Sponsorship Sales Manager
International Management Group
03.2010 - 02.2012
FIFA Master - Management, Law and Humanities of Sport
INTERNATIONAL CENTRE FOR SPORT STUDIES
Master's degree - International Management
ESCUELA DE ALTA DIRECCIÓN Y ADMINISTRACIÓN
Bachelor's degree - Business Management
KING'S COLLEGE