Abi Hemingway is a strategic and entrepreneurial commercial leader with over two decades of experience at the intersection of live production, technology, and commercial strategy. She is a recognized innovator in online live broadcasting and has an extensive network across the sport and broadcast media/technology industries.

At M2A Media Abi leads the commercial strategy and is tasked with developing new client partnerships and driving revenue growth, helping customers master live broadcast in the cloud.

Prior to M2A Media, as Chief Commercial Officer at Jackshoot (2014-2025), Abi was pivotal in positioning the company as a market leader for high-profile events and brands. She has a track record of executing technical broadcast ‘firsts’ on major platforms, including TikTok’s and Instagram’s first UK professional multi-cam live streams and Facebook Live’s first HD live stream. 

Her expertise delivered complex live broadcasts for a host of world-class clients, including BAFTA, the Royal Opera House, Harrods, the BRIT Awards, and the Royal Household, for whom she oversaw HM The Queen’s funeral and HM The King’s Coronation for the Royal Family’s YouTube channel.

Abi is known for her strong commercial mindset and ability to build and lead high-performing teams that deliver under pressure. She is an active industry member, participating in Rise Women in Broadcast and Women in Streaming Media, and was nominated for a RISE Award in 2023.