Brand engagement agency XSEM has strengthened its team for 2024 with the appointment of Caroline Medcalf to the newly created role of director of events and Sarah Symington as project director.

Medcalf (pictured left) arrives at XSEM with a wealth of hospitality and events experience, most recently as director of venues and events with Agiito, formerly Capita. She’s also held prominent roles with industry bodies and is head of events and a trustee of Eventwell.

“XSEM has a fantastic client portfolio and some amazing events in the pipeline so it’s an exciting time to join the business. I’m raring to get going and be part of the journey to help the entire team deliver on their strategic goals,” she commented.

Dan Bardgett, co-founder and managing director of XSEM added: “We’re thrilled to have someone of Caroline’s stature and standing on board, her extensive leadership experience, knowledge and reputation precede her.

“Caroline’s commitment to the wellbeing of those in the industry fits perfectly with XSEM’s culture, she’ll be an enormous advocate and champion of our own efforts to focus on the personal and professional growth of our team.”

Meanwhile, Sarah Symington has been appointed project director. She arrives as part of the agency’s continued growth which has resulted in several new roles being identified that build on the wider talents of the team. She’s worked closely with Caroline in senior events and project management roles at both Agiito and NYS.

Symington added: “It’s been an incredible start here. I know their values at XSEM are underpinned by ‘making people happy’. That goes for their clients as well as their team members and it’s something I’ve experienced first-hand since arriving.”