British Esports strengthens senior leadership team as it gears up for major UK venue launch

The British Esports Federation is hiring and has announced new VP positions for three existing members of staff, as it continues to grow ahead of the opening of its British Arena.

Alice Whorley (pictured left) has been promoted from Head of Operations to VP of Operations, and her duties have expanded to include operational oversight of all facilities including the British Arena, to be launched in late summer 2026.

Kalam Neale (pictured centre) has been promoted from Head of Education to VP of Education, Skills and Innovation, and, alongside education, will take responsibility for coaching and education support services.

And Zuhrah Samim (right) is moving up from Group Human Resources Manager to VP of People & Culture to ensure that during this period of significant growth, staff are supported.

British Esports is also hiring multiple venue support staff for its British Arena, plus The Place accommodation and gaming houses, to act as front-of-house reception support, work in venue operations, hospitality and more, and we’re seeing overwhelming demand for these roles. We are also looking for a British Esports marketing executive.

The appointments come as British Esports enters its next phase of growth. We are seeing higher demand for bookings at our National Esports Performance Campus and gaming houses and The Place accommodation and office space in Sunderland.

We are also delivering esports facilities within primary education to improve engagement and attendance, and are a part of the collective representing Great Britain at the Esports Nations Cup. As mentioned, we will soon launch the British Arena, bringing prestigious international esports events to the UK.

All three new VPs have played an instrumental role in the development of British Esports over the years.

Alice has been with the federation for nearly a decade now, having started volunteering for British Esports back in 2018, helping with the initial Student Champs pilot as an admin before landing a full-time role in early 2019 and going on to help run the organisation at a senior level, as well as co-founding the Women in Esports initiative.

Kalam started working with British Esports part-time in 2019 before taking on a full-time role in 2022. He has helped to grow esports education nationally and globally through partnerships with organisations including Pearson, the Leadership Skills Foundation, UK Coaching and many more.

Zuhrah has been with British Esports for a year now, helping to elevate the organisation’s HR processes, culture and employee wellbeing.

VP of Operations, Alice Whorley, said: “Having seen the growth of British Esports over the years and with the upcoming opening of the new British Arena, there are so many exciting developments underway – and I’m thrilled to continue to be a part of shaping what is to come.”

VP of People and Culture, Zuhrah Samim, added: “I’m proud to have found an organisation that values contribution, recognises potential and provides opportunities to grow. I look forward to supporting our people, strengthening our culture and helping shape the next chapter of the organisation’s success. I’m excited for what comes next.”

VP of Education, Skills and Innovation, Kalam Neale, commented: “I’m extremely proud to stepping into the role of Vice President. From first starting to work with British Esports on a part time basis in 2019, and after almost four years in the role of Head of Education, it’s been an incredible journey so far, of which I’m proud, continually, of the impact we have across education and our work with young people. Our education department and programmes continue to grow – a constant reminder and inspiration as we endeavour to impact future generations both in the UK and around the world.‎”

The promotions and hires come following the appointments of content manager James Richardson and business development manager Veronica Graham earlier this year, and Joel Lavery as VP of Strategic Partnerships and Major Events and Stephen Gallagher as Commercial VP late last year.

British Esports is delighted to announce these promotions and additions, and would like to wish the three VPs good luck in their new roles.

You can see the full list of British Esports team members here.