The appointments mark a significant step in the company’s expansion, following a period of growth and major new project wins.
London, UK – May 2026
JR Creative Group, the creative studio behind standout live experiences and entertainment both on land and at sea, has announced the formation of its new senior leadership team.
The appointments signal a key moment in the company’s growth strategy, following a period of expansion that has seen JR Creative Group secure major new contracts, including a three-year partnership with Cove UK and Hampton Court Palace.
Joining James Rowell Founder & CEO and Natalie Dawson Creative Director are Kelly Herrick as Advisory Director of Strategy and Experience, and Adam Philips as Chief Finance Officer.
Herrick brings over 30 years of creative strategy & marketing experience across heritage, culture, and leisure sectors, while Philips adds extensive expertise in financial strategy, forecasting, risk management and reporting within the creative industries.
Together, the expanded leadership team strengthens JR Creative Group’s ability to deliver ambitious, large-scale projects while building a sustainable and scalable business for the future.
James Rowell, CEO and Founder of JR Creative Group, said:
“Building the right leadership team has been a priority as we move into this next chapter. We’re a studio built on live experiences, so the people behind the work matter as much as the ideas. Natalie, Kelly and Adam each bring years of doing the work, not just talking about it. That’s what will take us into the bigger conversations across leisure, heritage and tourism, and turn them into long-term partnerships. The next three years are about scaling what we do whilst developing the craft that got us here.”
As part of its continued expansion, JR Creative Group recently announced a three-year partnership with Cove UK to deliver its live show and entertainment programme, alongside a further three-year contract with Historic Royal Palaces to deliver the Hampton Court Palace Christmas experience.
With its leadership team now firmly in place, JR Creative Group is positioned to continue its upward trajectory, creating distinctive, large-scale live productions and experiences.
The Leadership Team:
James Rowell – Chief Executive Officer
James is the Founder and CEO of JR Creative Group, which he established in 2017. He has grown the company from a solo venture into a multi-contract live experience business spanning land and sea.
With a background in performance, James began his career as a singer and dancer on cruise ships, progressing to Cruise Director. He later moved into casting and creative development in London, working with clients including BMW, Britain’s Got Talent, Sony, QDOS Pantomimes and 20th Century Fox, before founding JR Creative Group.
Natalie Dawson – Creative Director
Natalie is Creative Director at JR Creative Group, leading the creative vision across all productions and experiences from concept through to live delivery.
With over 25 years’ experience, she has worked across luxury resorts, theme parks, visitor attractions and cruise, delivering high-impact entertainment programmes in the UK and internationally. Her work focuses on creating distinctive experiences that drive both guest engagement and commercial performance.
Kelly Herrick – Director of Strategy & Experience (Advisory)
Kelly is Director of Strategy and Experience at JR Creative Group. An independent Creative Strategist with over 30 years’ experience, she has developed strategic narratives and experience concepts across heritage, culture, leisure and live experiences.
In an advisory role, Kelly supports the leadership team on creative and strategic direction, with a focus on storytelling, guest experience and long-term growth.
Adam Philips – Chief Financial Officer
Adam is Chief Financial Officer at JR Creative Group, with over 20 years of experience across international media, creative and entertainment industries.
He brings expertise in financial strategy, forecasting and risk management, alongside a strong track record of driving performance and supporting growth in complex, commercially focused businesses.
