Our Team

Sarah McBriar Founder & Creative Director

Sarah leads the creative direction of UP Productions and AVA. She oversees cultural programming, brand partnerships and the development of new experience-led projects across festivals, conferences and live environments.

Conal Mahon O’Neill Senior Operations & Business Development Manager

Conal leads operations and partner development across UP Productions. He oversees delivery frameworks, commercial planning and project workflow to support the growth of both client projects and internal cultural programmes.

Conor McTernan Senior Marketing, Partnerships & Programme Manager

Conor leads marketing, partnerships and programme strategy across UP Productions’ platforms. He works with artists, brands and cultural partners to develop lineups, campaigns and collaborative content.

Saoirse Doody Junior Producer

Saoirse leads project delivery across UP Productions, working directly with clients and partners to shape concepts, coordinate planning and manage live execution. She ensures creative direction and operational delivery stay aligned throughout.

Emmett Costello Senior Programmer & Curator

Emmett collaborates with artists, collectives and cultural partners to shape AVA and UP Productions’ programming. His work focuses on curating music, performance and cultural content across festivals and special projects.

Ciarán Bittles Marketing & Events Producer

Ciarán works across campaign rollout, content creation and live event delivery for UP Productions. He supports brand storytelling and audience engagement across digital channels and real-world activations.

Victoria Buckley Finance Director

Victoria manages financial planning and commercial oversight across UP Productions. She supports budget structuring, supplier contracts and long-term organisational growth.

Joe Baran Live Event Director - AVA

Joe leads as Event Director for AVA Festival, leading large-scale live operations and site delivery. He also provides senior production oversight across UP Productions’ partner projects, advising on planning, build and on-site execution.

Dave McDonogh Head of Production – AVA

Dave leads production planning and site operations for AVA Festival. As part of UP Productions, he supports brand and cultural activations with specialist technical direction, supplier coordination and live delivery expertise.

Charley McDermott-Edwards Designer

Charley develops visual identities, campaign graphics and motion content for UP Productions’ projects. His work helps define the visual language across cultural programmes and brand experiences.