Sport and entertainment consulting agency Gemba has announced the appointment of Craig Roberts (pictured above) as its head of strategy for the Asia-Pacific region.

In his new role, Roberts will be responsible for Gemba’s management consultancy and venues and facilities divisions across Australia, New Zealand and Asia.

Most recently, Roberts worked with Gemba to help evolve its digital offering, leading projects for key clients including the NRL.

Prior to joining Gemba, Craig was the head of strategy for AFL Media. He has also previously worked as the general manager of Business Spectator and Eureka Report.

Gemba director and CEO Rob Mills said: “In many ways, Craig’s skill set embodies the growth drivers of Gemba. His combination of sport and digital experience is at the core of our current and future service offers.

“Craig also has a strong global orientation, and this in turn will support our continued growth in markets like China.”

Explaining his decision to join Gemba in a permanent capacity, Roberts said: “There is so much opportunity for innovation at the moment in digital and fan engagement, and Gemba is at the cutting-edge of this.