Inside The Creator
Economy Since 2013

My career in the creator economy began in 2013, a period defined by the rapid professionalisation of what was then an experimental PR tactic. Over the past 13+ years, I have navigated this space from every vantage point: agency, SaaS, and brand-side leadership.

The Operational Foundation (Agency & SaaS)

My early years at Come Round were defined by hands-on campaign execution, where I led teams coordinating activations across 150+ households and 50+ influencers. This experience was instrumental in shaping my understanding of the "nuts and bolts" of the industry. I managed talent relationships and campaign budgets while contributing directly to the development of Come Round's bespoke influencer-workflow CRM—a foundation that informs my current work on infrastructure design.

My tenure at Traackr marked a pivot to the SaaS side of the industry. Here, I refined my understanding of data-driven measurement and influencer relationship management at scale, helping global brands translate fragmented influencer activity into structured business intelligence.

Brand-Side Leadership

Transitioning in-house allowed me to apply this operational rigour to high-growth environments. Across roles at brands including Formula E, 2K Games, and Air Up, I have been responsible for setting up influencer infrastructure from scratch, overseeing monthly department budgets exceeding €500,000, and managing cross-functional teams of 6+ individuals across multiple global regions. My focus was always on ensuring that influencer marketing moved beyond vanity metrics to drive tangible business outcomes.

Thought Leadership & Community

My commitment to the industry extends beyond operational roles. Since publishing my first feature in PRWeek in 2016, I have consistently contributed to the industry dialogue, speaking at key events including the Festival of Marketing, PRWeek 360, and Days of Communication.

In 2020, I launched my own newsletter to foster deeper industry knowledge. Five years later, it serves a global readership from industry-leading companies including Edelman, Pinterest, CreatorIQ, and Charlotte Tilbury. Today, I leverage this unique blend of operational history and strategic insight to help brands audit their programmes, design effective infrastructure, and scale their creator strategies.