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Alan Armstrong
Alan Armstrong is an award-winning hospitality marketing leader with more than 25 years’ experience across pubs, bars and restaurants. A former board-level marketing director at major UK pub groups, he now runs Spaceman Marketing, helping operators turn big moments into real commercial results.
Alan specialises in using key date activity like sport to drive footfall, dwell time and spend in pubs, blending marketing, operations and digital engagement to create memorable matchday experiences. From World Cup playbooks and fan-driven activations to gamified in-venue experiences, his work focuses on helping venues maximise the full occasion around live sport.
A triple Publican Award winner and multiple RMI award recipient, Alan is known for combining creative thinking with data-led decision making to build loyalty, atmosphere and repeat visits. Outside of work he coaches grassroots football, runs regularly in pursuit of a sub-20-minute 5K, and supports community events and charities across the UK hospitality sector.
Sessions
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Game on: Winning with live sport in 202631-Mar-2026HRC and Pub - Future of Drinks Stage
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