Victoria Matthews is the Executive Officer of the European Arenas Association where she is responsible for strategy implementation and day-to-day management. Victoria began working for EAA in 2012 as co-general manager under the Madrid presidency. In 2015 she moved to London to set up SEMA4 Consulting, a venue customer experience company, while continuing to work for the EAA managing the EU Subgroup, which transformed into the Arena Resilience Alliance during the pandemic. Victoria has a Master’s degree in Business Communication and is a certified customer experience professional, CCXP.