I’m a senior digital and performance marketing leader with 18 years’ experience designing and scaling paid media-led growth strategies across FMCG, global events, NGOs, and complex membership ecosystems. My strength lies in combining commercial rigour with creative thinking - building systems that drive outcomes, not just activity. In my role as Global Head of Social & Paid Media at the GSMA (the organisation behind MWC), I’ve built a world-class function from the ground up: establishing clear operating models, aligning cross-functional teams, and delivering measurable impact across global flagship events and long-term demand generation. I bring structure, pace, and accountability to environments that need clarity - and I’m relentless about performance.…I’m a senior digital and performance marketing leader with 18 years’ experience designing and scaling paid media-led growth strategies across FMCG, global events, NGOs, and complex membership ecosystems. My strength lies in combining commercial rigour with creative thinking - building systems that drive outcomes, not just activity. In my role as Global Head of Social & Paid Media at the GSMA (the organisation behind MWC), I’ve built a world-class function from the ground up: establishing clear operating models, aligning cross-functional teams, and delivering measurable impact across global flagship events and long-term demand generation. I bring structure, pace, and accountability to environments that need clarity - and I’m relentless about performance.WWWW…