Sian Bennett appointed as a partner of Mustard Media

From intern to partner, Mustard Media's Sian Bennett

Global festival and events marketing agency Mustard Media have announced that Sian Bennett, Strategy Director, has been appointed as a partner in the business. She joins the existing partners Ed Norris, Oli Hackett and Rob Masterson.

Sian has been with the agency since 2014, when she joined as an intern, and played a crucial role in building and developing the agency. Rising to Strategy Director, she has built a department which has become pivotal to the agency’s growth. She and her team have strategised launches and marketing campaigns for sell-out festivals and events worldwide, including Afro Nation, Annie Mac Presents Lost & Found, elrow, The BPM Festival and The Yacht Week.

At just 30 years old, she has established a reputation as a key figure in the festival and events industry, speaking regularly at industry events and hosting panels. These skills have flourished through Business Keeps on Dancing (BKOD), a free initiative by Mustard Media, born in 2019, to bring together leaders from the music and events industry to share their secrets of success. BKOD has organised conferences, a series of webinars during the pandemic, and, most recently, a podcast, of which Sian is a host. The 14 episodes have gained industry acclaim, including a feature in Music Week, Sep 2022. Guests have included Rob Da Bank (Bestival) Jon Drape (WHP, Parklife, Festival No.6, Engine No.4), Gok Wan (DJ & TV host), Ben Robinson (Kendal Calling, Bluedot) and Yousef (Circus Recordings).

Sian Career Highlights:

  • Built a new strategy department at Mustard Media. Pitched, won and delivered over £750,000 of strategy work since 2019
  • Worked with over 50 festivals, events and clubs/venues in 15 countries across Europe, U.S and Australia.
  • Directed marketing for Annie Mac Presents: Lost & Found Festival, selling out first five years of the festival
  • Launched a sell-out first year Afro Nation Portugal and strategised the rollout into the U.S and Africa

Sian Bennett said, “I first met Ed, Rob and Oli where all good things begin… on the dancefloor! To have started as an intern when Mustard Media started in 2014 and eventually become a partner is a really proud moment for me. I’ve been very fortunate to have so many opportunities to grow alongside the company over the past eight years with Ed, Rob and Oli acting as invaluable mentors along the journey. We’ve created our own festivals, launched hundreds of new client brands and sold out events year after year. The team has never been stronger, and our roster of clients is continuing to grow worldwide. It’s a really exciting time for the company.”

Robert Masterson, Managing Director, said, “We are so proud to have Sian join Oli, Ed, and me as partners. It’s been amazing to see how much she has achieved in a short time; she has been pivotal in helping us build and develop the agency into what it is today. Since the start, she’s worked with dedication and determination to do the best for our company and clients. We’re all excited to move together into our next growth phase. “