talent partnerships & influencer strategy

Very early in my career, I recognised the power of getting the right people behind a brand. When Estrella Galicia entered the UK market, it was a household name in Spain but unknown here — so my strategy focused on building credibility and exposure through partnerships with the best Spanish chefs, restaurants and cultural tastemakers. Over the years, I’ve collaborated with incredible names like Michelin-starred chef and TV personality Nieves Barragan, bringing authentic voices to the brand.

We also maximised our global MotoGP and F1 sponsorships by creating tailored UK content with drivers including Carlos Sainz and Lando Norris — turning global stars into local advocates.

Influencer strategy became a vital tool too, enhancing social engagement and extending campaign reach beyond physical activations. I believe in working with creators who genuinely resonate with their audience. My role was always to identify the perfect fit, deliver a clear, creative brief and let them do what they do best. One memorable collaboration saw us partner with YouTube food and culture creators Top Jaw to amplify an experiential campaign — driving awareness and engagement levels that far exceeded what traditional marketing alone could deliver.

For me, partnerships are about authenticity, clever alignment and commercial value — and I love bringing the right people and brands together to create standout, meaningful work..