Victoria Matthews is the Executive Director of the European Arenas Association (EAA), leading strategic initiatives and overseeing daily operations. She began her career with the EAA in 2012 as Co-General Manager during the Madrid presidency.

In 2015, Victoria founded SEMA4, specialising in enhancing customer experiences for live entertainment venues and has worked with many of Europe’s leading arenas developing experience-led growth strategies.

Victoria holds a Master’s in Business Communication and is a Certified Customer Experience Professional (CCXP).