Ellie Roach is a CRM and data specialist with experience in leading planning and execution of acquisition, engagement and lifecycle strategies for international sports rights holders, venues and governing bodies. Currently working as a Commercial Account Manager at InCrowd Sports Ellie manages several key accounts including Crystal Palace, Premiership Rugby and SA20 to deliver insight led digital marketing strategies to drive ROI and other key objectives. Having previously been CRM Manager at The Football Association, Ellie led The FA’s CRM strategy for 2018 FIFA World Cup, 2019 FIFA Women’s World Cup and UEFA EURO 2020 and played a key role in the development and launch of My England Football loyalty programme to recognise the passion of England fans, grassroots players and volunteers.