Lisa O'Keefe, Director of Insight

Sport England

Former Scottish rugby international Lisa O’Keefe joined Sport England’s south east office in 2000, having started her career in the Financial Sector.  During her time at Sport England she held a variety of roles including Head of Sports Development, Head of Delivery, and Interim Regional Director before moving to Sport England’s national office in 2007 as Head of National Sport. In July 2008, she was appointed Director of Sport responsible for the design and implementation of the National Governing Body of Sport investment.

Following the creation of a new Directorate, Lisa was appointed Director of Insight in 2013.

During her playing career, Lisa won 45 Scotland international rugby caps between 1994 and 2006 and competed in two World Cups, one European championship and numerous Six Nations, and enjoyed great success domestically, winning league and cup titles with Richmond Rugby Club for whom she was Club Captain. 

From insight to impact

– A presentation about how Sport England uses research and insight to drive strategy development and delivery through the example of the ground breaking campaign This Girl Can.

Sport England’s This Girl Can campaign successfully balanced rigorous research and bold creative interpretation to create an exciting campaign that genuinely resonates with the target audience.  This presentation will:

  • Introduce the problem we were trying to fix;

  • Show you the cutting-edge insight behind the campaign;

  • Illustrate how our insight shaped the campaign creative and execution at every step of the way;

  • Demonstrate how successful the campaign has been in its first year; and finally

  • Share what we are learning from our work to re-design the ‘experience’ being delivered to the TGC audience, from our pilot programme ‘This Girl Can Swim’.