United Kingdom

Nick Wake

Nick Wake has many years’ experience in marketing across the publishing, retail, leisure and sports sectors. He was the first Head of Marketing for Sport England and is our Course Leader for our Sports Pathways.

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Nick is the owner and founder of Awaken Communications, the Course Director for the College’s Professional Diploma and Professional Certificate in Sports Marketing, and a tutor for Marketing and Consumer Behaviour and Integrated Marketing Communications.

Following an early working life in publishing and creative agencies, Nick moved to the client side with Whitbread PLC in 1993, spending seven years in various retail-marketing roles across the Thresher, Marriott and David Lloyd Leisure brands.

In 2001 Nick joined Sport England, the government agency responsible for funding sport in this country, as Head of Marketing. During his three years in this public sector role, Nick helped relaunch the Sport England website as major source of sports information, created a new positioning for the agency as “the nation’s biggest supporter”  and developed the social marketing campaign “Everyday Sport” to encourage greater levels of exercise and activity among England’s population. Some of his experience was captured in a chapter for a book The Marketing of Sport, published in November 06, by Financial Times Prentice Hall.

In 2004 Nick took the opportunity to head up the marketing and creative department of Grass Roots, a business improvement company, based in his home town of Tring. He worked here for eight years before setting up Awaken Communications.

Nick is a Chartered Marketer, a keen local cricketer and occasional golfer, and has two young children to help keep him fit. On behalf of Cambridge Marketing Colleges, he has recently written a handbook for Internal Communications.