Leeds based XSEM makes first senior hires for 2024

Brand engagement agency, XSEM has strengthened its team for 2024 with the appointment of a newly-created role of director of events. 

Caroline Medcalf, who arrives at XSEM with a wealth of hospitality and events experience says the lure of working with an internationally-recognised organisation with their base in the North of England was a huge draw for her. At the same time, Sarah Symington also arrives as newly appointed project director. 

Caroline arrives at the Leeds headquartered business with vast experience in the hotel, events and conferencing industry, having spent time with both the NYS Group and Paramount Hotels. More recently, she’s operated as director of venues and events with Agiito, formerly Capita.

She commented: “From my first meeting with Dan and Michael, I was blown away by their commitment to a culture that places their people firmly at the heart of the business. Marrying that with their ambitious plans for growth is an inspiring combination to be part of. XSEM has a fantastic client portfolio and some amazing events in the pipeline so it’s a really exciting time to join the business. I’m raring to get going and be part of the journey to help the entire team deliver on their strategic goals.”

She’s held prominent roles with industry bodies and continues with her position as head of events and a trustee of Eventwell, a charitable social enterprise dedicated to the mental wellbeing of professionals in the events industry.

Dan Bardgett, co-founder and managing director of XSEM said: “We’re thrilled to have someone of Caroline’s stature and standing on board, her extensive leadership experience, knowledge and reputation precede her. Caroline’s commitment to the wellbeing of those in the industry fits perfectly with XSEM’s culture, she’ll be an enormous advocate and champion of our own efforts to focus on the personal and professional growth of our team.”

Meanwhile, Sarah Symington has been appointed project director. She arrives as part of the agency’s continued growth which has resulted in a number of new roles being identified that build on the wider talents of the team. She’s worked closely with Caroline in senior events and project management roles at both Agiito and NYS.

Sarah added: “It’s been an incredible start here. I know their values at XSEM are underpinned by ‘making people happy’. That goes for their clients as well as their team members and it’s something I’ve experienced first hand since arriving.” 

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