Ali spent 8 years at CAA working on the brand consulting team, leading clients such as Jaguar, Land Rover, Mattel and Hugo Boss amongst others. She was responsible for managing and delivering high-profile sponsorships and brand partnership deals for her clients. These included Wimbledon, the America’s Cup, Hot Wheels x Nico Rosberg, Team Sky, Bond 25 and more. She worked closely with the music + sports divisions at CAA on brand partnerships + talent campaigns.
In early 2020, Ali moved over to lead the music proposition at Virgin Money. She leads a team responsible for activating all of their sponsorships – the London Marathon, The O2, the SSE Hydro and more recently the Virgin Money Unity Arena. Another huge part of Virgin Money’s commitment to music is the Virgin Money Emerging Stars programme – a programme that supports young musicians through critical points in their career. Her focus is on connecting music with consumers and looking at ways to create incredible experiences and unforgettable moments for Virgin Money customers.