Tell us about your role at VC Innovations – what do you actually do, and what’s the best part of it?
I lead the strategic direction of our brands, campaigns, and audience engagement across our portfolio of events and digital content platform. My role spans brand building, community development, and go-to-market execution – both for our owned products within the Fintech Talents and Future Identity portfolios, as well as for our partners through integrated campaigns.
We take a data-driven approach to everything we do – from how we acquire and retain audiences to how we shape content, personalise journeys, and optimise campaign performance across channels.
The best part of what I do is having a brilliant team, watching them bring ideas to life – often far more creative than anything I could come up with, and seeing their growth, confidence, and skills develop. It’s a privilege.
What’s one unexpected skill (or completely random talent) you have that helps you at work?
Negotiation – honed by my daughter who is a relentless negotiator. This has taught me to stay calm under pressure, think on my feet and find common ground quickly.
Explain ‘What VC Innovations does?’ – in 15 words or less.
Part agency, part connector, part catalyst – turning conversations into business
If you could swap jobs with anyone in the company for a day, who would it be and why?
I would probably swap with either someone in the sales or someone in the content team. As much as we collaborate hugely every day – we’re always talking, we’re always asking questions – I would love to see it from another perspective, because we all work to our agendas, and I think it’s healthy to see it from someone else’s perspective.
Would you describe yourself as an AI expert, dabbler, or Sceptic?
In short, I love AI. It’s fantasy, meets science and innovation. Borne from unconventional thinking and driven by boundless imagination. It’s already changed the way I work and live, but for me, the real opportunity is how we will use it to solve global issues such as widespread poverty, education, climate change and pollution.
AI + Me: How do you use AI in your role?
I use it primarily for ideation and research but can see huge possibilities in streamlining more of the mundane and manual processes across the business especially around data management and analysis.
Biggest win, biggest lesson, or funniest career fail – what’s something that’s shaped how you work today?
Biggest win – my biggest win is my team. I’m in my 7th year at VC Innovations we’ve never had such a great team of people both in Marketing and across the wider business. Whilst I’ll always be deep into the detail, I have a dedicated, driven and creative team that has empowered me to let go a little. People make the company!