About me 👩🏻‍💻

 

I’m a hybrid creative, strategist and trend analyst specialising in social media, internet culture and the creator economy. Previously part of the leadership team at a boutique creative agency servicing Gen Z audiences for clients in the fashion, beauty, entertainment and lifestyle categories. 

I’m just as happy developing social strategy for Adidas as investigating teen subcultures on TikTok or branding a fashion line for @LilMiquela, the world’s biggest virtual Instagram influencer. Everything I do is underpinned by understanding of digital trends and a desire to make work that connects with the online community.

I’m happiest when my work connects with culture: past projects have been featured by publications including Elle, the BBC, It’s Nice That, Vogue Business and High Snobiety, and been awarded by The Drum, PR Week, DADI and Campaign. I’m a Rising Star 2021 on The Dots.

Beyond agency life, I have guest lectured at London College of Fashion, Conde Nast College and LCC, mentored and judged with D&AD, and host/speak on panels including CogX, Stylus Decoded and Shoreditch House.

I also contribute to research and media covering the social/digital space, including as a regular talking head explaining internet trends on Times Radio. I’ve written the first non-fiction book about influencer culture and the creator economy, Break the Internet, out November 2021.

My thesis

Influencers are politicians and politicians are influencers. All companies are media companies. Everyone is a creator. Trend cycles are contracting. Authenticity is irrelevant. The singularity has already taken place. Everything is content. Internet culture is culture. No one will ever log off. 👀

My research interests 🔍

 

  • Influencers and the ‘creator economy’

  • Social trends

  • Network effects

  • Meme culture

  • Internet subcultures / youth identity groups

  • Social and financial value systems, the ‘social stock market’

  • Internet language

  • Web 3.0