Lloyds marketer joins Olympic Park legacy team

Lloyds London 2012 marketer Sarah Bentley has been appointed to lead the marketing of the Olympic Park as a business and sporting destination.

Former Lloyds marketer Sarah Bentley has joined the Olympic legacy organisation to raise the profile of the Olympic park.

She will take the role of director of commercial and park marketing at the London Legacy Development Corporation, set up to ensure the newly named Queen Elizabeth Olympic Park meets the legacy commitment laid out before the Games.

Additionally, she will have oversight of all marketing activty for the sporting events to be hosted at its eight permanent venues; the Aquatics Centre, Orbit, Multi-Use Arena, Olympic Village, Velodrome and Eton Manor.

A £300m is construction projects is currently underway to transform the area for business and living use as well as sporting events.

Bentley joins from Lloyds where she was senior manager for activations of the bank’s sponsorships. Prior to joining the financial firm, she managed commercial strategy for both Team England Football and Team England Rugby.

The new park will open in phases from 27 July 2013, exactly one year after the London 2012 Opening Ceremony.

Bentley is the latest London 2012 marketer to move on to another role following the conclusion of the Games last month. Greg Nugent, London 2012’S top marketer, is moving to the States to work on President Obama’s re-election campaign.

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