Abby Newell is the EMA Academy Director and CEO of Equestrian Management Agency.

Following graduation from a leading University in England, where she studied both in the UK and in Spain, Abby moved to New York City in 2003, where she learnt the art of Marketing and Public Relations under the expert guidance of Sally Fischer, CEO of SFPR. On her return to the UK, she moved to London and spent over eight years working in the music business; from music publishing for major companies such as BMG and Universal, to moving onto major record label, Sony Music where she remained in a senior role for four years. She was a senior member of the Synchronisation team (Music Supervisor), pitching and licensing recorded music to clients in advertising, film, television and gaming, which allowed her to gain an in depth knowledge and contact base across multiple sectors, including within the world’s of advertising, film and television both in London and Los Angeles.

Working closely also with the Strategic Partnerships team, Abby was integral in securing many strategics partnerships with key recording artists including Kasabian’s partnership with the English Premier League.

A contract role within the Home Entertainment division at Warner Brothers Film followed, leading her to a two year stint at a Creative Advertising Agency, that specialised in the marketing and advertising of some of the most prolific entertainment IP in the world, including Downton Abbey, the Bond franchise, Hunger Games and many more. The work of the agency still entertains millions of eyes everyday, and it is this experience and understanding of crafting such strategic campaigns that allowed Abby to introduce the power and effectiveness of creative communications to the sectors of sport, entertainment, and a multitude of brands with whom she has worked with since.

EMA has continued to grow year on year since its inception, attracting some of the most promising athletes from around the world. It has also been the exclusive management team of Charlotte Dujardin for ten years. Abby continues to consult for brands and events, as well as creating the companies own event IP, with world class riders both here and internationally.

In 2020, she made a return to study and completed a Brand Management course with the London Business School. She is due to begin the field of Contract Law remotely with Harvard University in the United States.

Abby classes her work as a lifestyle, traveling the world and growing her knowledge and network regularly.  She is thoroughly committed to growing the brands and talent that she works with, and helping her clients achieve their ambitions. She herself has owned horses on and off, since she was ten years old and competed both in Showing and Dressage.