About
Recently leading creator engagement at YouTube EMEA, I’ve crafted strategies and operations to match-make top creators for global YouTube and Google teams. Ensuring impactful, optimised internal collaborations across 11 key markets for major platform moments.
My career began in the digital team of luxury PR agency, The Communications Store (TCS), where I ran influencer ambassador programs, worked fashion shows, created strategy, casting and content for the world’s leading luxury and household-name brands across fashion, beauty, and lifestyle PR teams. At the time, TCS had launched Glossier in the UK and clients included the likes of Versace, Moët & Chandon, Ralph Lauren. Against this elevated landscape, I discovered my passion for influencer marketing.
Keen to hone digital expertise, I joined the influencer and affiliate team at Topshop before it’s sale to ASOS, where I worked closely with shopping platform partner Like to Know It (previously RewardStyle) to reimagine Topshop’s GenZ influencer and affiliate strategy.
After, at communications and creative agency, Ketchum, I was the second member of their inaugural influencer team. Scaling the influencer offering and helping to service 200 PR and brand team members with influencer strategy, campaigns, toolkits and account management for global FMCG brands, before joining YouTube.