Career

You’ve worked at the intersection of technology, retail, and ecommerce, from Meta to TikTok. What first inspired you to pursue a career in this space?
 

Honestly, it was the speed and the calibre of people. Tech moves fast, and the environments I gravitated toward were full of smart, curious operators who wanted to build things that served people on a global scale. That mix of velocity and brains pulled me in early.

Also, I saw that Google had a slide into their canteen. I was all about that buzz.

Your roles have spanned everything from digital partnerships to global retail strategy. What’s been the most valuable lesson you’ve learned about how brands grow
online?
 

That customer-centricity isn’t a slogan - it’s the entire game. Brands grow when they care deeply about the people they serve. And crucially, we marketers aren’t the customer. We bring our own biases, and the minute we forget that, performance drops. Get  in the customers shoes. Walk, learn and serve.

Looking back, what’s one project or initiative that stands out as a turning point in your career?
 

Two come to mind from my early Facebook days: LEGO’s Kronkiwongi project and Very’s Black Friday in 2016 if I recall. The LEGO campaign reached mothers across the globe to highlight the power of creativity and LEGO’s place in their creative upbringing, you can check out more here: https://www.youtube.com/watch?v=slZ4u-a4J1M

For Very, we developed a full funnel activation across their brand and direct response teams for the first time ever, which was a key part in driving the biggest sales day in the history of the business. Sheryl Sandberg called it out on an earnings call and all.

In both instances, I got to work with truly amazing people both at the brands and colleagues at Facebook.

You’ve worked within some of the world’s biggest digital platforms. What was the most surprising thing you learned about how these ecosystems really operate behind the scenes?
 

That they’re just as dysfunctional as any other industry! The difference is the “why” is stronger - people genuinely believe they’re building things that change how the world communicates, shops, and creates. That mission orientation keeps these imperfect machines moving. 

If you could give your younger self one piece of advice about navigating a fast-changing digital industry, what would it be?
 

Proactivity is everything. Be more proactive. Learn faster than anyone around you. And serve more - your impact compounds when you’re the person who shows up early, leans in, and helps others move forward. And it’s just a nicer way to live.

The Future of Social Commerce

Social platforms have transformed how consumers discover and buy products. From your perspective, where are we right now in the evolution of social commerce?
 

We’re still in the Wild West phase. Early movers - especially in beauty - are seeing game-changing results. But many brands are only now realising the operational lift required, and how hard sustainable profitability is. Once we get clearer sources of truth and better measurement, the real acceleration will begin. 

Having led eCommerce strategy at TikTok, what do you think sets successful social commerce campaigns apart from those that miss the mark?
 

It’s in the name: social. The best campaigns feel human. They’re creator-led, community-driven, and built by an army of people who actually use the products. When humans lead, the conversion follows. People buy from people, it’s quite simple really,

Brands often struggle to balance creativity and conversion in social commerce. What’s your approach to achieving both?
 

Volume. Create more, ship more. The faster you test, the faster you learn what resonates. Creativity scales when you treat it like an iterative engine, not a once-a-quarter event

With your experience at Meta and TikTok, how do you see the role of creators evolving in the retail and ecommerce ecosystem?
 

Creators are the lifeblood. People buy from people, not polished ads. And when every person on the planet has a camera in their pocket, the definition of “creator” expands. Everyone is a virtual shopkeeper or personal shopping assistant. Commerce will increasingly flow through individuals, not institutions. We are seeing this now in the proliferation of “founder-led brands”.

As privacy changes and AI continue to reshape marketing, how can brands future-proof their digital strategies?
 

Just be good citizens. Ask yourself, “what would I do if it was my data?”

How do you see social media algorithms evolving in the coming years, and what can brands do to create content that stands out and drives measurable business growth?
 

Algorithms are rewarding volume and creative diversity more than ever. TikTok set that standard early. Meta’s Andromeda update made it industry-wide. Brands that build high-velocity creative systems will outperform those that still rely on a handful of assets. 

Brands should be pushing for 1000 assets produced per month to be launched across the platforms. Human led assets to begin with, and AI used to stretch and remix them to get to the 1k per month mark.

Looking ahead, what excites you most about the next wave of retail innovation, and what should marketers be preparing for now?
 

I’ve been on the fence with ChatGBT for commerce, but now reckon it’s a big player. It’s so bloody sycophantic, in that it will tell users “you would look amazing in this or that”, that conversion rates will fly upwards. 

And with the launch of shopper research just in time for Black Friday, it's a big signal of their intentions to dominate the space. They can launch features quicker, that serve customers better (or suck up to them better to get them buy more)

Quick-fire Questions

Your favourite social platform right now? 

WhatsApp, it’s a source of immense fun with my mates

A brand you think is leading the way in social commerce? 

P.Louise, (Western) World leading results and being done by an inspiring founder who is properly community driven 

A digital trend you think is overhyped? 

Crypto & NFTs, Blockchain is a superb technology being bastardised by these grifter movements 

Coffee order of choice? 

Americano on weekdays, Latte at weekends for a treat 

Creator or brand collab you wish you could work with? 

Have been lucky to work with so many greats but would probably go back to my music industry roots and say the likes of Resident Advisor, Dekmantel or even Glastonbury

Early bird or night owl? 

Both, life is there to be lived as much as possible!

If you weren’t in marketing and ecommerce, what would you be doing instead? 

Music, likely failed DJ, resorting to soundtracking any piece of media or moment possible for a pint and warm meal

Favourite workday snack? 

A cheeky cinnamon bun allowed?