Heather McCormick – Leadership and brand building with the London Marathon

Heather McCormick, Group Communications and Public Affairs Director at London Marathon Events, joins the CIPR Sports Network podcast to discuss her return to sport after senior communications roles across media and the charity sector.

Drawing on experience from the Youth Sport Trust, Lumos, the Elton John AIDS Foundation and Guardian Media Group, Heather reflects on how working across different sectors has shaped her approach to leadership, stakeholder management and reputation building.

The conversation explores the unique communications challenge of London Marathon Events, where elite sport, mass participation, fundraising, public health and commercial partnerships intersect. Heather shares insights into managing communications for one of the world's largest sporting events, balancing operational delivery with storytelling and audience engagement.

The discussion also looks at the growing popularity of running, the potential opportunity of a two-day London Marathon, the role of influencers and creators in reaching new audiences, and why trusted voices will become increasingly important in an era of information overload.

Finally, Heather shares the career lessons that have guided her journey, including staying curious, embracing complexity and continuing to prioritise human relationships in an AI-enabled world.

Since recording this episode London Marathon Events have confirmed a two day event for the London Marathon in 2027 which is discussed during its consultation during this episode. 

To watch the interview on YouTube, click HERE

To listen to the interview click HERE

For more on London Marathon Events https://www.londonmarathonevents.co.uk

Follow Heather on LinkedIn https://www.linkedin.com/in/heathermccormickcommunications/