I lead social and influencer strategy at Virgin Media O2, where I focus on creator partnerships, cultural moments, and value-exchange programmes through The Influence Room. Across my career at Condé Nast, Apple, Future, IMG, and now VMO2, I’ve worked at the intersection of brands, talent, and storytelling – casting creators and celebrities for campaigns spanning fashion, entertainment, technology, and editorial media. I’m passionate about building creator collaborations that feel authentic, creator-first, and rooted in shared cultural relevance.