Refinery29 Taps Superfly’s Katherine Tooley as Senior Vice President, Experiential

Tooley to Lead Refinery29’s Events Business and Global Expansion of 29Rooms

Refinery29, the leading media and entertainment company for young women, today announced the appointment of Katherine Tooley to Senior Vice President, Experiential. Tooley will lead the expansion of Refinery29’s award-winning experiential and co-branded events business, including the global launch of 29Rooms, the company’s most expansive experiential offering. Refinery29 recently announced a new partnership with IMG, a global leader in entertainment and sports events, media and fashion, to operate and expand 29Rooms in at least four new markets in 2019, both domestic and international. Tooley will report to Refinery29 Chief Content Officer, Amy Emmerich, and will collaborate closely with Executive Creative Director and co-Founder Piera Gelardi on the conception and execution of the company’s experiential programs.


“Katherine is an amazing talent with a wealth of experience in the experiential space, and we're excited for her vision to bring new and meaningful ways for audiences to interact with our content, our brand partners and each other,” said Emmerich. “We are fortunate to have Katherine join the team to help build these organic extensions of our brand, as we launch 29Rooms worldwide for the first time and continue to build broader worlds with our co-branded events business.”


Refinery29’s full-service innovative Experiential division, which produced 35+ events last year, specializes in immersive storytelling for brands, creating experiences that break through the noise and establish meaningful connections with consumers. The award-winning team develops overall vision and engaging content in collaboration with brand partners to create activations like exclusive screenings, multi-city book tours, retail takeovers, and more. The company’s popular immersive festival of culture and creativity, 29Rooms, is now in its fourth year and has become an icon for direct-to-consumer experiential activations, welcoming visitors from 47 states and 24 countries to date.


“I’ve always admired Refinery29’s ability to capture and understand their audience, especially through the lens of 29Rooms,” said Tooley. “I’m excited to help grow the 29Rooms experience as well as develop new properties and partnerships that bring the same level of innovation and creativity that will showcase Refinery29 as a leader in the experiential and live event space.”


Tooley most recently served as Executive Vice President of Event Operations & Production at Superfly, where she spent over 15 years in event operations, production and programming, as well as artist relations. She began her career at Superfly as Coordinator, Event Production & Artist Relations.


About Refinery29

Refinery29 is the leading media and entertainment company focused on women with a global audience footprint of 425 million across all platforms. Through a variety of lifestyle stories, original video programming, social, shareable content, and live experiences, Refinery29 provides its audience with the inspiration and tools to discover and pursue a more independent, stylish, and informed life. Please visit, and for more information and to browse content.


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