Mycotoo, a leading entertainment strategy and experience design agency, has announced the appointment of Leisha MacDonald as director, business development for Mycotoo Europe.
Based out of the company’s office in Cambrils, Spain, MacDonald will play a key role in expanding Mycotoo’s global footprint, cultivating new partnerships, and driving long-term strategic growth in themed entertainment, sports, and branded experiences.
MacDonald brings more than 15 years of international experience leading immersive, story-driven projects at the intersection of technology and engagement.
Before joining Mycotoo Europe, she served as a senior leader in Moment Factory’s Custom Experiences division, where she focused on developing market strategy and transformative fan experiences for major clients, including elite sports clubs and global entertainment brands.
New hire to play key role
An example of her recent work is the ongoing collaboration with Real Madrid C.F. and the new Santiago Bernabéu Stadium, where she helped shape next-generation activations that enhance fan engagement while optimising underutilised spaces for revenue and operational performance. Her work reflects a unique ability to fuse creative vision with business acumen, translating ambitious ideas into scalable, high-impact realities.
Throughout her career, MacDonald has helped develop strategic solutions and nurtured long-term client relationships for iconic brands and IPs, including Lionel Messi, FIFA, Adidas, Lululemon, and Google, ensuring each collaboration was built on trust, open dialogue, and shared creative vision.
MacDonald says: “I’m absolutely thrilled to be joining Mycotoo! From the very first interaction, it was clear that this is a people -and purpose-driven company. There’s a humility, a shared vision, and a brightness in this team that feels like sunlight—warm, energizing, and full of promise.
“What really struck me was the meaning behind the name: My Company Too. It says everything about the culture—collaborative, inclusive, and built on the belief that everyone, from team members to clients, has a voice. Here, the lines between executive and coordinator are blurred in the best possible way. Leadership isn’t about hierarchy; it’s about contribution, connection, and courage.”
A people-first approach
MacDonald’s appointment comes at an expansive moment for Mycotoo Europe, following the recent debut of Nickelodeon Land at Mirabilandia and the launch of Real Madrid World in Dubai, an IP destination tied to one of her most notable past collaborations.
This alignment between her track record and Mycotoo’s portfolio strengthens the studio’s momentum in delivering immersive, brand-driven destinations, signalling a continued investment in bold, experience-led growth across the region.
“Leisha’s people-first approach and talent for translating complexity into action is exactly the level of seasoned expertise and confidence that our brand partners entrust us to manage”, says Seth Cover, CEO, Mycotoo, Inc.
“At Mycotoo, we believe in the power of storytelling, and her demonstrated ability to collaborate, to translate brand expectations across different disciplines and to align seamlessly with our company’s mission gives me a lot of confidence for what lies ahead.”
MacDonald’s appointment follows the recent addition of Edd Musgrove as executive creative director, marking another key milestone in the growth of Mycotoo’s European Studio.
“Leisha’s skills, vibrant personality and ambition fit perfectly with our strategic growth goals,” says Victor Arca, managing director and executive producer, Mycotoo Europe. “Her addition to the team broadens our creative capacity and consolidates our strength in Europe as a hub for bold and culturally resonant experience design.”
Leisha MacDonald and the Mycotoo Europe executive team will be exhibiting at IAAPA Expo Europe in Barcelona, at booth #2-992. They will showcase how Mycotoo blends storytelling, creativity, and world-class design to create destinations that inspire and drive economy.
Last year, Mycotoo celebrated the eighth anniversary of its European office.