Big Penny Social, the UK’s largest beer hall, is pleased to announce the appointment of Faye Daniels to its leadership team as Head of Marketing & Branding. Her arrival marks a significant step in strengthening the company’s executive team as it embarks on an ambitious growth phase in 2025. Following the recent launch of Flukes – a competitive socialising venue above Big Penny Social, Faye will focus on integrating the new space, growing its audience, and enhancing the overall brand.
Bringing over 15 years of experience, Faye has spent the last decade specialising in marketing for independent venues. She has held senior roles at renowned institutions including the Roundhouse, Alexandra Palace, EartH, and Village Underground, where she played a key role in shaping their identities as culturally vital, heritage-driven, grassroots, and community-focused spaces.
At Village Underground and EartH, Faye worked closely with promoters across live music and nightlife, supporting the marketing of hundreds of events annually and helping to establish both venues as major cultural destinations within London.
During her time at the iconic Roundhouse in Chalk Farm, Faye led the venue’s branding efforts, including playing a lead role in the 2022 rebrand.At Alexandra Palace, she contributed to positioning the historic venue as a top-tier live music and events destination, while also nurturing the growth of its in-house productions, such as the Summer Festival, now known as Kaleidoscope Festival.
Earlier in her career, Faye delivered global marketing campaigns in the film industry for blockbuster releases including Despicable Me 2, and Paddington, managing campaign delivery across international territories
A recognised expert in brand strategy and resourceful marketing, Faye is a frequent speaker and workshop leader for organisations such as Roundhouse, We Out Here Festival, The Prince’s Trust, and Creative Industries Federation. She has also supported a range of creative venues and charities including the Richmond Arts and Ideas Festival, and The Music Works.
Faye Daniels, mentions: “I’m thrilled to be joining Big Penny Social at such an exciting moment in its journey. With bold plans for growth and a clear vision for the future, there’s huge potential to build something truly unique. I’m looking forward to evolving the Big Penny and Flukes brands, welcoming new audiences, deepening community engagement, and shaping a creative identity that reflects the energy and ambition of the venue”.
Big Penny Social, based in Walthamstow, is a distinctive venue concept that blends hospitality, entertainment, and large-scale events. Since opening in 2020, the venue has undergone rapid growth. Following a recent multi-million-pound investment round, Big Penny is set to increase its capacity from 1,400 to over 2,000 across its three event spaces – in time for the 2025 summer season.
Now one of London’s largest and fastest-growing venues, Big Penny Social welcomes more than 6,000 guests each week and has annual revenues exceeding £4 million. The business achieved a 36% year-on-year increase in Christmas sales, fuelled by a surge in corporate bookings, two sold-out New Year’s Eve shows, and a winter curling activation that drew over 3,000 additional visitors.
