Full Service Event Agency AE (Associate Events) has added two event big names to its leadership team.
Since the second quarter of 2024, AE has grown, expanding its client portfolio by 112% and its workforce by 75%.
Mark Penn joined Goodwood in 10 years later as Director of Sales and Retention in April 2025.
He brings corporate entertainment, customer experience, project management and event management experience on a scale for up to 3,000 guests and over 100 staff. Penn also excels in brand management, sales and marketing, director level relationships, business reporting, and has expertise in P&L management and strategic planning. Mark is also dedicated to continuing improvement and guidance for others.
Al Parkinson joined us in March 2025 as Director of Events and Productions.
Parkinson has over 25 years of experience with events and has played a key role in creating some of the world’s most iconic events, including the Corner of Charles III.
He said, “We are pleased to be part of the team on this uplifting trajectory, and we also support the view that we will expand our agency with a positive commitment to fostering further success.”
Parkinson added: “It’s a really positive start for me, I enjoy meeting great clients and look forward to raising their events and showing them how we work with our incredible team leading the fees.”
In addition to leadership appointments, AE has also added several other new appointments and talent to further support the business and AE clients’ growth areas.
“We are committed to providing a range of services to our customers,” said Alister De Ternant, managing director of AE.
He added: “Backing some big names from the industry to join a successful leadership team is a testament to notable growth in the market. It clearly shows the quality of work we know to offer, the value we add to our clients, and the development of the “brand” within the market.
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