The years ahead in branded content will be defined by authenticity and anchored in emotional storytelling. In a world increasingly shaped by AI and automation, the differentiator will be the ability to make people feel something. Nostalgia, joy, belonging, aspiration - the emotional triggers that create lasting impact.Whilst technology can help with efficiencies, it can’t manufacture genuine human connection and if we are able to tap into core memories and shared emotion we’ll continue to connect with audiences.
Key Insights
I began my career in print, before platforms like Instagram even existed. Since then, I’ve navigated the shift to digital, the rise of social, the evolution of audio and creator talent, and now the transformative impact of AI. Across every chapter, one lesson has remained constant: adaptability is everything.I’ve learned to stay curious, evolve alongside audiences and formats, and build teams that embrace experimentation over protecting legacy models. That mindset was tested early in my career when I helped expand a U.S. business internationally. It was both intimidating and transformative, pushing me beyond my comfort zone and reinforcing that growth comes from backing yourself and moving forward, even when there isn’t a clear roadmap.The key is not to navigate these moments alone. The leaders who invested in me shaped my career in ways I only fully appreciate now. Their mentorship instilled not just confidence, but a responsibility to lead with intention. Today, I see mentorship as an essential part of my role.
Signature Work Achievements
Over 17 years’ experience architecting and scaling international commercial operations for leading global media brands, including Vox Media, Group Nine Media and POPSUGAR.
Pioneered go-to-market frameworks scaling editorial talent, tentpole moments and franchise IP into commercially sustainable global propositions.Industry judge at the Native Advertising Awards, and recognised for leadership and impact through nominations including Campaign’s Visionary Business Leader, Media 30 Under 30 and the Future Frontier Awards.Passionate about building a more representative media industry, mentoring young women, creating structured entry pathways through internship programmes and, in partnership with the Ideas Foundation, actively delivering career seminars in disadvantaged schools.
Career Lessons
The moments that stretch you (launching something new, stepping into leadership, navigating industry transformations) are rarely comfortableBut (!) they are where the most significant growth happens - Lean in and learn from it!
