Integrated agency INITIALS has promoted Rachel Bateman, director and head of live engagement, to its senior leadership board as part of the agency’s ongoing championship of its live engagement offering.

Bateman will continue in her current role with an additional remit to advocate the live engagement offering within all board discussions. She will also assume responsibility for overseeing the welfare of existing staff to ensure rules of best practice are in place, both culturally and socially, across the agency.

The move builds on Bateman’s promotion to the newly created role of head of live engagement in 2015 as part of the agency’s transformation of its experiential provision to live engagement.

Bateman has worked within the live events industry for over 12 years, servicing a wide portfolio of UK and global clients including PepsiCo, Fiat Chrysler Automobiles, and Samsung. She joined INITIALS in 2010 bringing her invaluable expertise in live event management to the agency’s broader marketing mix.

Jamie Matthews, CEO at INITIALS, said: “After several years of progressing steadily through the agency, Rachel has embraced and delivered on every challenge we put her way. She’s highly regarded amongst peers and clients and has spearheaded many high profile campaigns as a result. It’s great to have her on the board and we have no doubts she’ll have a fundamental part to play in driving our agency forward.”

Bateman added: “I’m thrilled with my new appointment onto the board and excited to be a part in building INITIALS’ future. Returning to work in 2013 from maternity leave has given me a new perspective; seeking to find the right balance between a successful and fulfilling career and being a mum. I hope that my promotion will encourage others to see that flexible working hours don’t have to impact an ambition and ability to succeed in senior roles within the industry.”