Ellice joined the AO Arena at a pivotal moment of change. The regional live entertainment landscape was shifting, industry costs were rising, and new direct competition was entering the market. Starting as Marketing Manager, she quickly distinguished herself through calm leadership, strategic thinking and consistently strong results. Within just 18 months, Ellice progressed into the role of Senior Marketing Manager and then Interim Head of Marketing.

During this period, she led the launch of The Mezz, a first-of-its-kind premium space, whilst playing a key role in the Arena’s £50m redevelopment. The campaign delivered over 30 million press views, generated £900k in ad-hoc sales and achieved a ROMI of 600%, demonstrating Ellice’s ability to blend creativity with commercial impact. This has since continued, with recent wins including being the fastest-selling venue on the Renee Rapp tour, breaking records for Disney on Ice for a consecutive year, and contributing to over £120,000,000 in settled gross value and more than 2,000,000 tickets issued in the period. In 2025, her impact was formally recognised with permanent appointment as Head of Marketing.