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The Team

The Team

The Team

Tom Eatenton

CEO // Owner

Tom has worked in the brand experience and event industries for nearly 20 years and having developed considerable experience in staffing he set-up Kru Live in 2005 to offer a staffing service of excellence to experiential, event and PR agencies as well as to the staff working for them. With an absolute focus on delivery and customer service, Tom is proud to be known for an agency and team that consistently deliver beyond expectations.

Not a lot of people know that at the age of 15 Tom created STORM PRODUCTIONS -an under 18′s party-production agency which at it’s peak had a following of over 3,000 regular paying customers.

Tom Eatenton's Linkedin Profile

Sarah-Jane Benham

Managing Director

Sarah-Jane first joined the agency Kru Live as a booking agent. In just 4 years she climbed the ranks to Managing Director. Responsible for significant project wins across multiple agencies and brands, her contribution has had a great impact on the development of the business and infrastructure to date. Sarah-Jane was recently voted the 17th most influential in the event industry and in January 2015, Kru Live reported a 70% year-on-year increase in turnover.

Not a lot of people know that SJ is a published poet!

Sarah-Jane Benham's Linkedin Profile

Ella Newton

Client Services Director

Client Services Director Ella joins Kru Live officially in January 2017. She’s no stranger to the agency, having started her career with Kru Live as a brand ambassador and staff booker supporting events for agencies including Jack Morton and McCann World Group. She has hands on experience as an accomplished Event Manager for experiential activations for the likes of MINI, Lastminute.com and Nivea, to name a few. After leaving University with a 2:1 degree in Law, Ella was an Account Manager at an event agency for several years cultivating client relationships and delivering creative solutions for blue chip clients. She’s passionate about Kru’s service offering and excited to drive forward the agency’s future growth. In her spare time, you’ll find her cooking up a feast for friends, walking her dog or planning her next road trip.

Ella is a petrol-head and has recently started her very own automotive blog!

Ella Newton's Linkedin Profile

Lucy Colgate

Account Director

Lucy Colgate joined Kru Live in June 2013.  She has a strong background in booking large-scale events and has an eye for detail!  She has a wealth of industry knowledge and takes great pride in matching great members of staff to the right brand and event – she loves it when a good plan comes together! When she is not at Kru Live you will find Lucy with her lovely friends at a festival or eating a share-bag of Doritos (to herself).

Not a lot of people know that on her travels last year she climbed 1,237 steps to reach Tiger Temple in Thailand. She was so proud until she got overtaken by an 85 year old monk along the way!


Lucy Colgate's Linkedin Profile

Sarah Porter

Corporate Bookings Manager

Sarah has previously worked as a floor supervisor for House of Fraser where she developed an interest in staffing and learnt the importance of training. Last year Sarah worked as a marketing assistant for an overseas company during which studied to acquire her certificate from the Chartered Institute of Marketing. Since joining Kru Live as a Staff Booker, Sarah has worked her way up the ranks to Account Manager.

Not a lot of people know that Sarah has a serious love for food and on her travels has tried unusual things such as Barnacles, Shark and Crocodile.

Sarah Porter's Linkedin Profile

Naomi Valley

Account Manager

After having just completed her BA (Hons) Event Management Degree at Leeds Beckett University, Naomi had previously worked for a year within the event branding industry and is now looking forward to progressing her career within the Industry at Kru Live. When not at KruHQ you will find Naomi attending all the big summer festivals with her friends!

Not a lot of people know Naomi has a big love for travelling to new and exciting places such as Thailand and watching reality TV.

Siobhan Ridguard

Account Manager

Siobhan graduated from Houston Baptist University (Texas) in 2006 with a BA (Hons) in Mass Communication and Speech Communication, before joining KruLive as a brand ambassador in early 2013. After working in the field for such brands as Essence Makeup, Jack Morton Worldwide, Samsung, YouTube, she came on board as a staff booker in August. Away from Kru, Siobhan can be found compering/organising unsigned live music showcases, going to the leading fashion events in and around London or sipping on a nice glass of champagne.

Not a lot of people know that Siobhan Won a BEFFTA (Black Entertainment Film Fashion Television And Arts Awards) award for model of the year in 2013.

Justine Cain

Head Booker

Justine joined KruLive in 2012 after working in the field for Campaigns such as Pure Gym, Ask 4, Intuit and the prestigious launch of the Samsung SIII during the 2012 Olympics. She then came on board as part of the booking team, excited by the challenges and satisfaction that this side of the job has to offer and getting to know more about the fantastic team that make KruLive such a success. When not at KruLive HQ she’ll be acting, out in the field, socialising or fuelling her unhealthy obsession for chips and cake.

Not a lot of people know Justine is a skilled piano player.

Alex Rowlands

Account Executive

After spending eight months working in the Advertising Industry learning about the creative and strategic inception of campaigns, Alex then took on the sales and marketing efforts of a small software start-up, where he was able to put these skills into practical use alongside his studies. Alex is looking forward to developing his skills and experience further within the Events Industry at Kru HQ.

Not a lot of people know Whilst working in advertising Alex completed the industry triathlon, before concluding that triathlon’s are something “that other people do!”

Melissa Foster

Account Executive

Melissa joined Kru Live early 2017. She previously worked full time as a Brand Ambassador and Event Manager for 5 years whilst focusing on her singing. She then made the leap from working in the field to joining the Kru team to progress within the events industry. During her time as an Event Manager she worked with a huge variety of brands, one of her favorite campaigns involved spending 2 months in Rio during the 2016 Olympics!

Not a lot of people know Over the past 3 years Melissa has appeared on TV numerous times and played multiple TV characters including ‘ Kelly, the Student’ ‘Mandy-, The Receptionist’ ‘ Melissa , The Babysitter’ and a 16 year old Student ‘ Denise’ in the BBC Daytime Drama ‘Doctors’.


Harry Chalcraft

Staffing & Entertainment Executive

Prior to joining Kru Live, Harry spent the last few years developing his skills in bespoke recruitment and on boarding but he has always had a passion for the Events Industry and is delighted to further his experience in events with Kru Live. When not at Kru Live HQ you will find him socialising with friends, attending music events or simply in a pub garden!

Not a lot of people know Harry loves to travel to new places and try new things, he recently had the joy to try Scorpion, Crocodile and Spiders, Yummy!

Russell Adams

Staffing and Entertainment Executive

Russell has been working for Kru Live in the field as an Event Manager for a variety of Brands before moving into the office in June to quickly established himself as a core member of the booking team as an Entertainment and Staffing Executive. Russell comes from an acting background and also trained at London Central Film School as a Cinematographer and creates his own short films in his spare time.

Not a lot of people know Russell can captain a boat of up to 24 meters!!

Peggy Ahmadi Dehkiani

Staffing & Entertainment Manager

Peggy is KruLive’s Staffing & Entertainment Manager. She was born in Iran, grew up in Germany and lived on the beautiful island of Ibiza for 3 years where she ran a beauty company before making the big decision to finally relocate to London in 2015. Peggy has a background in staffing and started as a Junior Staffing Executive before working her way up. Peggy loves travelling and finding out about different cultures. Peggy also has a strong passion for music and really enjoys playing the piano.

Saskia Pinder

Account Executive

After having completed her BA (Hons) Journalism Degree at Roehampton University, Saskia set of travelling around Thailand, Asia, China, Turkey, and Dubai for a year. Saskia then started at Kru as an intern and worked her way up to become a account executive, she looks forward to progressing further with Kru!

Not a lot of people know that Saskia is a Chelsea Football club fanatic and is part of the furniture there! She also has a big love for travelling and extreme sports!

Zalika Miller

Account Executive

Before joining Kru Zalika worked for an agency in Marketing and Events. Where she organised events for clients such as Puma. Having always worked in Events she has always had a passion for the “journey” in which everything develops. She looks forward to growing and progressing in KRU.

Not a lot of people know that Zalika Lived in LA for 6 months

Mandy Kennedy-Brown

Account Executive

Having dabbled in the TV industry after graduating, Mandy moved into advertising where she developed an interest in experiential/live events and the impact this can have on brand image. Mandy is enjoying forming client relationships and helping deliver the right staff to aid a successful campaign. When not at work, Mandy teaches Les Mills exercise classes in an attempt to burn off her over indulgent weekends.

Not a lot of people know that Mandy was on songs of praise when she was 11 and toured the world with a choir dressed in a yellow silk blouse and tartan waistcoat – she likes to think she dresses better now.

Louka Valley

Account Executive

After completing her degree in Broadcasting at the University of West London Louka went on to work on various projects for TV production companies. Louka has worked for a fashion related YouTube channel in partner with Grazia Magazine and worked on music videos for the likes of London Grammar and M.I.A. Louka works on an an ongoing VR campaign for Kru and was recently promoted to Account Executive.

Not a lot of people know Louka has a huge interest in E-sports and plays lots of games herself! Her favourites are Overwatch and League of Legends!

Dominic Frimpong

Account Executive

Having graduated from the University of Birmingham in 2014 with a BSc (Hons) Business Management, Dominic found his first steps in Staffing working for One Events. This led to him gaining experience in NHS staffing before return to the Event Sector staffing for Givergy. Dominic eventually came on board to Kru following the successful partnership of Givergy outsourcing their staffing to Kru. When not at KruHQ you will find Dominic showing an appreciation for a glass of rosé.

Not many people know that…Dominic can drink 1.5 litres of water in one gulp.

Philip Pamely

Financial Controller

Phil is a Chartered Accountant having extensive experience in the professional and commercial world, with particular emphasis on owner managed businesses. Phil is a family man and enjoys a round of golf!

Not a lot of people know that…Phil is a dare devil at heart. He showed the rest of the Kru team up at a recent summer water sports away day!