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SPACEMAN is a brand and marketing agency focussed solely (and unapologetically) on the wonderful hospitality sector.

Our mission is to support hospitality operators, products and services (of all sizes) with “out of this world” marketing support which improves, brand awareness, new customer acquisition and customer retention.

SPACEMAN offers a range of services to the hospitality sector including day-rate support, project-based retainers, fixed-term contracts and even emergency hourly-rate cover (called Marketing SOS).

Founder Alan Armstrong has over 25 years’ industry experience (both in  Operational and Marketing) working with some of the biggest operators, brands and suppliers across UK Hospitality.


Alan Armstrong

WHO IS the spaceman?

Alan Armstrong is a highly passionate business leader and award winning marketing/brand professional with a speciality for all things hospitality!

Originally from Newcastle, but currently residing in rural Derbyshire with his wife, 2 young children and his elderly chocolate Labrador, Branston, Alan has over 25 years experience within the hospitality sector working for nationwide Operators (including pubs, bars, nightclubs, restaurants and hotels) spanning both the operational and "head office" sides of the sector.

In essence, he is an all-round marketing professional with a particular panache for creating legacy
 brands through driving acquisition and retention, making memorable activations, engaging customer comms and making decisions based on data and insight.

Alan is both multi-qualified (CIM Level 5 in Marketing Management, Mini-MBA in Marketing and Brand, PG Diploma in Multi-Unit Leadership) and multi-award winning (Triple Publican award winner & UKH Dusk til’ Dawn best late-night marketing in 2019).


In his spare time, he likes to spend time with his family, walk his dog, cook and exercising (mainly running) as he seeks a sub-20minute 5k PB.




  • Ultimate Leisure, 1998-2005

  • Laurel Pub Company, 2005-2006

  • Revolution Bars Group, 2007-2008

  • Stonegate Group, 2008-2022

  • Nightcap PLC, 2022-2023

  • Spaceman Marketing, 2023-Present


Awards & Accolades:

  • Publican Award (Best Late-Night Operator) 2017

  • Publican Award (Best Late-Night Operator) 2018

  • UKH Best Late-Night Marketing 2019

  • Publican Award (Best Late Night Operator) 2022



  • CIM Level 5 in Marketing Management 2013

  • Post-Grad Diploma in Multi-Unit Leadership 2016

  • Mini-MBA in Brand & Marketing 2021


Key Skills:

  • Brand management & awareness

  • New concept development

  • Marketing Strategy

  • Consumer Insight

  • Acquisition and retention

  • Data-analysis

  • Campaign planning

  • PR and Media Hype

  • Sales & footfall driving

  • Event management

  • 360 Marketing Audits



  • English (fluent)

  • Geordie (native)

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