James Metcalfe is Sales and Marketing Director at Urban Pubs & Bars, leading sales, digital, and marketing strategy across one of London’s fastest-growing hospitality groups. A senior marketing executive with a proven record in driving growth and brand innovation across hospitality and FMCG, James previously served as Marketing Director at Stonegate Group, delivering an award-winning retail media platform and new concept development across 700 venues. Earlier at Diageo, he held leadership roles in customer marketing, sales, and brand strategy — notably for Guinness. Experienced in insight-led planning and commercial partnerships, James brings deep expertise in value creation within the drinks and leisure sectors. His perfect afternoon is watching the Six Nations in the pub with a pint of Guinness.