Run Communications has appointed senior sports and brand strategist Zoe Wishman to lead its Women’s Sport division, bringing more than 15 years’ experience working across women’s sport and some of the world’s biggest FMCG brands.

Wishman is a former senior leader within The Football Association, where she played a central role in launching and growing the FA Women’s Super League. She led brand, digital and marketing strategy, and advised more than 20 clubs on commercial growth, operational development and long-term sustainability across the women’s game.

Her background spans work as a consultant for UEFA, supporting national associations across Europe to design and deliver commercially sustainable women’s football strategies, including leading multi-country workshops and advising governing bodies on participation, pathways and commercial development.

In addition to her sport leadership roles, Wishman brings significant big-brand experience. Including working across major consumer, food and drinks brands including AB InBev (Stella Artois and Beck’s), Shloer and McVitie’s, delivering brand strategy, audience insights and creative consultancy across global and UK markets.

Her blend of commercial insight and purpose-driven leadership strengthens Run’s focus to help clients operate at scale while staying culturally relevant.

Zoe’s appointment sees her reunite with Kelly Simmons OBE, who continues to work closely with Run, bringing decades of expertise in women’s sport and system-level change. Having previously collaborated on the launch of the FA WSL, they will now combine their experience to accelerate the next phase of Run’s dedicated women’s sport division – supporting brands and organisations to create meaningful change and long-term opportunities for women and girls in sport.

Jess Arnold, Managing Director, Run Communications, said:

“Zoe is one of the most experienced and values-driven leaders working in women’s sport today. She combines deep strategic expertise & commercial experience with a clear commitment to purpose, sustainability and long-term growth driven by insight. We’re thrilled to have her on board as we expand our work in a sector that is growing rapidly but still needs thoughtful, innovative & bold leadership.”

Zoe Wishman added:

“Women’s sport is entering an incredibly exciting phase — culturally, commercially and globally. Run has a strong reputation for championing women’s sport with impact from their work across rugby & cricket in particular, and I’m delighted to join the team to help shape the next chapter. There is huge opportunity to build sustainable models that support players, clubs, fans and communities, and I’m excited to bring my experience to that mission.”

About Run Communications

Run Communications is a strategic communications agency specialising in sport, purpose and culture. Run delivers PR, digital, social and integrated campaigns for organisations committed to driving positive impact across sport and society.

Run Communications key client work includes The National Lottery, Allwyn, Women’s Rugby World Cup 2025, parkrun, MCC/Lords, ‘Play Their Way’, Swim England, Badminton England, Manchester United, UK Coaching and World Team Table Tennis London 2026.

​If you're a rights holder, sports org or brand looking for a partner to help accelerate your impact in women’s sport, get in touch.