Having just announced a massive 47-event Halloween tour, Bongo’s Bingo is in the bingo news again.
30-year-old Jessica Helliar has been appointed CEO of Bongo’s Bingo, completing an 11-year journey from personal assistant to the company’s top job.
Bongo’s Bingo has promoted Jessica Helliar to CEO, putting one of the key figures behind the brand’s growth in charge as the business enters its second decade.
Helliar joined Bongo’s Bingo at the very beginning, starting as a 19-year-old personal assistant to co-founders Jonny Bongo and Josh Burke.
Eleven years later, she has worked her way through the business to become its chief executive.
The appointment was announced by Bongo’s Bingo on LinkedIn, with the company describing Helliar as having been “instrumental in shaping Bongo’s Bingo” and saying she will now lead the business “to even greater heights.”
‘I started at our debut event in Liverpool’
Helliar said the promotion represented a significant moment in a career that has effectively grown alongside the Bongo’s Bingo brand.
“I’m thrilled to be leading Bongo’s Bingo as the CEO,” she said.
“I started at our debut event in Liverpool and it’s genuinely incredible to see where we are now eleven years on.
“I hope my own story can help inspire others into the events world – especially women to enter this industry – as anything is possible. I want to show the next generation what’s achievable.”
Her appointment marks the latest stage of a progression that has seen her take on increasingly senior responsibilities across the company.
Bongo’s Bingo said Helliar has gone from working as a PA to managing the entire business operation.
A career built inside Bongo’s Bingo
Helliar’s rise is unusual in an industry where senior appointments frequently involve bringing in experienced executives from outside a business.
Rather than joining Bongo’s Bingo as an established industry leader, she has spent the majority of her professional career helping develop the company from its earliest days.
The popular bingo events brand launched in Liverpool in 2015, initially combining traditional bingo with music, dancing, prizes and audience participation.
It has subsequently developed into a wider live entertainment and events business, with sold-out shows across the UK and internationally.
Helliar’s leadership credentials have already been recognised within the live events sector.
The graduate of John Moore’s University was previously highlighted in Access All Areas Magazine’s 30 Under 30 cohort, which recognises young talent in the UK’s live events industry.
She was also awarded Young Leader of the Year at the Northern Leadership Awards.
More recently, she has been publicly described as Managing Director and, in June 2026, appeared as CEO of Bongo Bingo on the line-up for the Night Time Industries Association’s Promoter & Night-Time Economy Forum in Chelmsford.
The progression provides a clear indication of how her responsibilities have expanded as the business has grown.
‘She’s been with us since day dot’
Bongo’s Bingo co-founder Jonny Bongo said Helliar’s appointment was a natural decision given her involvement in the company from its earliest days.
“Jess has been with us since day dot and risen through to the top as we’ve grown,” he said.
“She’s been pivotal in shaping the business, showing relentless drive and energy for Bongo’s Bingo to succeed in every area, including her work with the Gambling Commission to navigating a path through the pandemic.
“But most importantly, myself and Josh saw from very early on how much of a natural leader Jess is and her many qualities, how she inspires and motivates everyone and she does this with compassion too.
“It’s a very natural decision for Jess to be our CEO and lead us forward.”
For Helliar, the next decade will be rather different from the first.
She started by helping organise Bongo’s Bingo.
Now, she is in charge of where it goes next.
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