Lead creator commerce programme integrating influencer marketing with Amazon Ads across EU5 markets (UK, FR, DE, IT, ES). Own end-to-end delivery of social and creator-led campaigns across multiple European markets, ensuring alignment with broader paid media and retail objectives Define creator strategy within integrated campaign planning, working closely with Ads, Brand, Legal and Measurement teams Translate performance data into actionable insights to optimise campaign effectiveness and content strategy Manage agency and creator relationships, ensuring consistent execution, brand safety and commercial alignment Develop reporting frameworks connecting influencer activity to campaign performance and business outcomes Drive operational excellence across briefing, workflow design, approvals and campaign governance

Drove adoption of YouTube Shorts and creator-first campaigns across UK creators and agency partners Built and nurtured creator community of 80+ partners, improving engagement and platform usage Delivered workshops and advisory sessions on content strategy, audience growth and monetisation Influenced $10M+ in creator-led advertising investment through partnership development and education Worked cross-functionally with product and marketing teams to align creator strategy with platform objectives

Led influencer and social-first campaign strategy for SharkBeauty across TikTok, Instagram and YouTube Managed £3M creator advocacy budget across always-on, seeding and launch campaigns Delivered 300+ creator assets integrated into PR and paid media ecosystems Developed briefing, approval and reporting frameworks to improve campaign efficiency across markets Partnered with PR, social and media teams to ensure integrated campaign execution

Led LEGO’s largest creator programme across 10+ international markets with 150+ creators Developed global frameworks ensuring consistency of messaging while adapting to local markets Delivered YouTube-first global campaign integrating creator content into brand storytelling Managed cross-market stakeholder alignment across agencies, regional teams and senior leadership Oversaw performance reporting, optimisation and creator selection strategy

Led influencer campaigns for P&G brands including Gillette, Oral-B, Pampers, Always and Braun across EMEA Built integrated influencer programmes aligned with paid media and brand campaigns Managed end-to-end delivery including briefing, sourcing, approvals, content delivery and reporting Developed KPI frameworks to measure engagement, reach and campaign effectiveness

Delivered integrated influencer campaigns across UK, US and EMEA markets Managed full campaign lifecycle from strategy and briefing through execution and reporting Worked with brands including Booking.com, Revolut, Bose, American Eagle and Visa

Delivered influencer campaigns for L’Oréal Luxe brands including Lancôme, IT Cosmetics and Kiehl’s Managed creator partnerships, approvals and campaign execution through Traackr

Developed influencer strategies for Boots, Superdrug and The Perfume Shop. Managed creator negotiations, talent relationships and campaign execution across beauty and retail brands.