Industry figures have paid tribute to marketing, events and experiential leader Jayson Weston who has died, aged 51.

Weston worked at Whirlpool Corporation for more than 22 years, latterly as Brand Experience, Customer & Digital Activation & In-Store Director and was responsible for managing all commercial and marketing customer activations.

During this time, Weston delivered a series of firsts for the organisation including negotiating and activating sponsorship of Arsenal, PSG and AC Milan as well as activating the Hotpoint & Jamie Oliver brand campaign, ‘Fresh Thinking For Forgotten Food’.

Ian Moverley, communications director for Whirlpool said: “having worked side by side with Jace for more than 20 years what always struck everyone was not only his dedication and attention to detail but also a passion to think differently, embracing technology and alternative ideas to improve the business and a customer’s experience. Personally, I will forever be grateful for his warmth, friendship and kindness where he would always go out of his way to help you.”

Most recently, Weston was director of B2B marketing at Orderpay where co-founder Richard Carter described his vast network and visionary approach to the hospitality sector.

A staunch believer in the power of live marketing, Weston was a regular presence at industry events, either as a speaker or an awards judge. Will Mould, co-founder of brand experience agency XYZ said: “we were devastated to hear of Jayson’s untimely death. I first came across Jayson when in his position of Brand Experience and Instore Director of Whirlpool he was hosting the Campaign Experience Awards judging panel. His sharp wit coupled with warm manner was immediately noticeable and engaging.

“Jayson went on to become initially a client and then seamlessly and almost inevitably a friend. He leaves behind a huge hole in so many lives but also loads of fond memories and a lasting legacy that nice guys can succeed. RIP Jace.”

As a creator of live experiences, Weston’s activations provided popular draws at festivals including Camp Bestival, V Festival and the UK CEO CookOff.

DJ and Bestival and Camp Bestival co-founder Rob da Bank said: “Jayson was larger than life for the whole time we worked together – always smiling and positive and brimming with ideas of how to get us working better together…he also knew how to have fun, a lot of fun and was extremely generous to boot. The whole Bestival and Camp Bestival crew will miss him.”

A tribute set was played in his memory at this year’s Isle of Wight festival.