XSEM unveils new c-suite team

A Leeds-based brand engagement agency has reshaped its executive board as it looks to support continued expansion and strengthen operational delivery.

XSEM has announced a new C-suite structure, with co-founders Dan Bardgett and Michael Gwilliam becoming chief executive and chief commercial officer, respectively.

Caroline Medcalf, who joined the agency in 2024, has been appointed chief operations officer.

The agency says the new structure will create clearer accountability across the business, improve cross-team communication and support faster decision-making as it continues to grow.

Dan will lead XSEM’s strategic direction and overall growth, while Michael will oversee revenue generation and pipeline development through the agency’s commercial team.

Meanwhile, Caroline will lead operational strategy, delivery and margin performance, ensuring the business can scale effectively while maintaining its partner-led approach.

The new executive team will continue working alongside board chair Nick Ivel and XSEM’s senior leadership team, which includes commercial director Rob Woodhead, marketing director Liana Lax, finance director Ben Sabberton and client services director Emily Podesta.

Dan 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.”

Speaking about Caroline, Dan 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 chief operating officer is a reflection of the regard everyone holds for her at XSEM.” 

Founded more than 20 years ago as a dedicated sports event marketing agency, XSEM, which now employs more than 40 staff, has evolved into a creative brand engagement agency working across sectors including FMCG, retail and construction.

The agency, whose long-standing clients include Molson Coors, Arla and PPG, has also recently launched a six-strong team focused on marketing and event delivery for the pharmaceutical industry.

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