Bio

One of the first 5 marketeers to join TikTok in the EU, I built Creative Lab from 0 to 62 people across 6 European cities in under two years. I oversaw development of the team's structure, strategic vision, creative ambition and day to day operations. I continue to adapt the team amidst a period of rapid growth while answering local and global marketing briefs from brands, agencies and TikTok itself. Day to day, I lead a full-service team of creatives, strategists, designers, producers and project managers based in London with hubs in Paris, Berlin, Madrid, Milan and Stockholm. Creative Lab supports a wide range of company and client needs, from making best practice client and B2B campaigns, servicing global JBP's, launching new products and scaling TikTok's ecosystem of creative agencies and production companies. We have made global and European campaigns with a broad range of clients from Apple to Burberry to BMW to Samsung to P&G. I maintain an entrepreneurial mindset at Creative Lab and the team regularly set and achieve new ambitions. We have produced award-winning client campaigns, long-form documentaries, B2B magazines and visual identity for TikTok's events and awards. I regularly speak on behalf of TikTok throughout Europe, focusing on the channel's global cultural clout, its new creative language and the full-funnel opportunities it presents to brands. I sit on the jury for various awards including the Effies. I've been championing the power for content for 25 years, writing columns for national broadsheets and authoring for international publishers, launching creative channels for NGO's and building content teams for network creative agencies.