Maddy Spicer

General Manager at MENA Live Events

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Maddy Spicer is the General Manager at MENA Live Events, where she leads the company’s strategic planning and oversees MENA Live’s portfolio including festivals, cultural experiences and corporate events across the UAE.

A graduate of the University of Waterloo with an Honours degree in Intercultural Communications and Business, Maddy also holds a diploma from the Université Sorbonne in Paris, France. She began her career in Toronto in experiential marketing before relocating to the UAE in 2016, where she worked across marketing and cross-departmental projects at leading event venues including Etihad Arena, du Forum and du Arena. She joined MENA Live Events in 2022 to lead the marketing department and was later appointed General Manager in 2025.

In 2024, Maddy received the Middle East Event Award for “Young Achiever of the Year.” She is passionate about creating memorable live experiences that drive engagement, brand value, and long-term growth within the region’s rapidly evolving events landscape.