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Hi, I’m Sonia Tan, a bold, brand-driven event strategist with 15+ years’ experience leading innovative campaign activations and global live experiences across sport, sustainability, and media. I thrive on turning ideas into immersive, scalable campaigns that connect brands with audiences in meaningful ways. I excel at storytelling, creative production, and cross-functional leadership—from concept and toolkit creation to full-scale global rollout. I’m passionate about pushing boundaries, building community through movement, and designing experiences that drive brand love and measurable impact.…Hi, I’m Sonia Tan, a bold, brand-driven event strategist with 15+ years’ experience leading innovative campaign activations and global live experiences across sport, sustainability, and media. I thrive on turning ideas into immersive, scalable campaigns that connect brands with audiences in meaningful ways. I excel at storytelling, creative production, and cross-functional leadership—from concept and toolkit creation to full-scale global rollout. I’m passionate about pushing boundaries, building community through movement, and designing experiences that drive brand love and measurable impact.

Sonia Tan

Executive Producer, Creative Producer, Story Producer, +4

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Hi, I’m Sonia Tan, a bold, brand-driven event strategist with 15+ years’ experience leading innovative campaign activations and global live experiences across sport, sustainability, and media. I thrive on turning ideas into immersive, scalable campaigns that connect brands with audiences in meaningful ways. I excel at storytelling, creative production, and cross-functional leadership—from concept and toolkit creation to full-scale global rollout. I’m passionate about pushing boundaries, building community through movement, and designing experiences that drive brand love and measurable impact.…Hi, I’m Sonia Tan, a bold, brand-driven event strategist with 15+ years’ experience leading innovative campaign activations and global live experiences across sport, sustainability, and media. I thrive on turning ideas into immersive, scalable campaigns that connect brands with audiences in meaningful ways. I excel at storytelling, creative production, and cross-functional leadership—from concept and toolkit creation to full-scale global rollout. I’m passionate about pushing boundaries, building community through movement, and designing experiences that drive brand love and measurable impact.

Available to hire

Hi, I’m Sonia Tan, a bold, brand-driven event strategist with 15+ years’ experience leading innovative campaign activations and global live experiences across sport, sustainability, and media. I thrive on turning ideas into immersive, scalable campaigns that connect brands with audiences in meaningful ways.

I excel at storytelling, creative production, and cross-functional leadership—from concept and toolkit creation to full-scale global rollout. I’m passionate about pushing boundaries, building community through movement, and designing experiences that drive brand love and measurable impact.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Language

English

Fluent

French

Intermediate

Work Experience

Campaign & Advocacy Consultant at United Nations Development Programme (Remote)

January 1, 2022 - Present

Led global climate event activations at COP27 (Egypt) and Cannes Lions, overseeing full production, guest experience, and partner integration. Managed global guest communications, registration, digital elements, and content production across distributed teams. Delivered executive hospitality, high-stakes programming, and media engagement in coordination with multiple international stakeholders.

Deputy Executive Producer & Senior Broadcast Venue Manager at Eurovision Services – European Championships, Glasgow

January 1, 2017 - January 1, 2018

Directed live production and venue operations across 12 sports venues, delivering 300+ hours of broadcast to 1.4 billion viewers. Collaborated with the city and organising committees to manage creative, technical, and operational planning for broadcast and hospitality. Oversaw production timelines, accreditation, transport logistics, and audience services, ensuring flawless guest experiences on-site.

Manager, Digital Media Services at Eurovision Services – Geneva & Madrid

January 1, 2019 - January 1, 2021

Led launch and operations of a new digital media hub, managing 4,000+ live streams annually. Worked closely with sports federations and internal teams to align media operations with fan engagement strategies and platform experience.

Broadcast Services Manager & News Producer at European Broadcasting Union – Geneva & Asia

January 1, 2004 - January 1, 2017

Planned and delivered broadcast coverage for FIFA World Cup (2014), Olympic Games (Beijing, London, Rio), IAAF Beijing, and breaking global news events. Managed venue logistics, satellite uplinks, field teams, and VIP coordination in high-pressure environments including disaster zones and political summits.

Director for Partnerships (Volunteer) at SANDSI – Sports and Sustainability International

January 1, 2019 - January 1, 2020

Mobilised global sports partners to implement sustainable event solutions; produced stakeholder engagement events and written content for awareness campaigns.

Campaign & Advocacy Consultant at United Nations Development Programme

January 1, 2022 - Present

Created and led global sustainability-focused brand activations (The Weather Kids, COP27, Cannes Lions), including immersive storytelling, content strategy, and digital extensions. Produced modular event formats adaptable across regional markets, aligning with mission, audience, and partner goals. Delivered integrated campaign toolkits and live experiences that raised visibility, drove engagement, and supported brand growth.

Manager, Digital Media Services at Eurovision Services

January 1, 2019 - January 1, 2021

Launched digital event formats and managed large-scale live streaming services to sports federations including UEFA, IBU, UCI. Worked closely with sports federations and internal teams to align media operations with fan engagement strategies and platform experience.

Broadcast Services Manager & News Producer at European Broadcasting Union

January 1, 2004 - January 1, 2017