XSEM, the brand engagement agency, has announced a newly-shaped executive board.
Co-founders of the Leeds headquartered agency Dan Bardgett and Michael Gwilliam will assume the roles of chief executive officer and chief commercial officer respectively, while Caroline Medcalf, who joined the agency in 2024 as director of events, will take on the role of chief operations officer.
The agency, founded more than 20 years ago, says the reshaping of its executive structure comes at a time of impressive growth and will create clear accountability, expansion focus and “maintain smooth operational execution in its partner-led approach.”
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Bardgett said: “Consistent growth in recent years brings new opportunities and, as a board, we wanted to make sure our team as well as our client partners had absolute clarity in XSEM’s direction and growth, where our current and future revenue opportunity lies and how our day to day performance and delivery stands against the standards we set ourselves.
The new board structure marks an elevation in Medcalf’s position in the business, he added: “Since joining us, she’s had a hugely positive impact on the team, attracted new clients and demonstrated all the attributes of a leader perfectly in tune with our ethos of ‘making people happy’. Her new role as COO is a reflection of the regard everyone holds for her at XSEM.”
Medcalf will lead operational strategy, oversee delivery and margin performance, and ensure the organisation can scale effectively as the business grows, while Gwilliam and his commercial team will oversee revenue and consistent pipeline demand. Bardgett will lead strategic direction and overall growth of the agency.
Bardgett and Gwilliam started the agency originally as a dedicated sports event marketing agency. Since then, the organisation has evolved into a creative brand engagement agency executing for large scale clients in FMCG, retail and construction. It has also recently announced the launch of a six-strong team dedicated to the specialist intricacies of marketing and event executions in the pharmaceutical industry. Long-standing partners of XSEM include the likes of Molson Coors, Arla and PPG.
XSEM say the changes will mean there is now clearer accountability, cross-team delivery communications and clarity on future growth and direction. The changes will also facilitate an increase in speed of execution and allow each area of the business to operate with focus and ownership.
The newly-formed executive team will continue to work closely with long-standing board chair, Nick Ivel, as well as the existing senior leadership team, which consists of commercial director Rob Woodhead, marketing director, Liana Lax, financial director, Ben Sabberton and client services director, Emily Podesta.
Since launch, XSEM has grown to more than 40 staff delivering a range of brand-led experiences across a range of industries.
