London Area, United Kingdom
Creator economy architect & infrastructure builder. Active in the influencer industry since 2013. My thirteen years of experience in the industry are uniquely set against a rare backdrop of influencer agency, SaaS/influencer platform & in-house brand experience. Currently, I work as an influencer marketing consultant & programme auditor. I am also the co-founder of Creator Economy Architects, set up specifically for the development of influencer marketing infrastructure for in-house teams. I also write about all of it. My Influencer Marketing Academy newsletter goes out weekly to 1250+ subscribers on Substack. 📧[email protected] 🔗tech.influencermarketingacademy.co.uk 🔗influencermarketingacademy.substack.com
Developing infrastructure for the creator economy
After years of seeing the same structural problems from the inside, I started working on them from the outside. I support brands and businesses that are serious about making influencer marketing a sustainable function rather than a channel that keeps being reinvented from scratch. In practice that means designing and implementing operating models for brands scaling from fragmented, campaign-by-campaign approaches into structured always-on programmes. It means conducting programme audits that identify exactly where performance is being lost, whether that's the creator mix, attribution, budget allocation, or workflow inefficiency. It means building frameworks, content approval processes, and reporting systems that actually connect creator activity to business impact. I also advise influencer SaaS businesses on product strategy and go-to-market from a practitioner's perspective, and develop full-funnel, tiered creator strategies for brands that are ready to move beyond CPM-dependent thinking.
As part of the step-change from an agency approach to an in-house approach, I was brought in to set up a long-term infrastructure to take Formula E’s influencer marketing approach from one-shot to always on. Within this role I was responsible for: - Infrastructure development - Setting the strategic direction - Developing a reporting framework - Managing creator relationships (co-created and maintained "The Offset") - Managing external creator stakeholders - Developing cross-functional workflows - Creating internal revenue