For 7+ years I've sold and grown creator programmes for 50+ brands, from Beauty of Joseon and LG H&H to Netflix, Universal Studios and Runway, at House of Marketers, at TIKTAL and as a freelancer. I've cast creators in 31 markets. Today I lead new business and key accounts at House of Marketers.
* Rounded, approximate figures from my own records. Exact and client-level figures are withheld for confidentiality.
Brands I've sold to, grown and delivered for
My job covers the whole commercial cycle: winning the brand, scoping the work, growing the account and making sure the team delivers results the client will pay for again.
I run deals from the first call to the signed SOW, from ~£25K pilots to ~£500K multi-market programmes. Recent work includes an 18-market RFP for a global automotive HQ and a K-beauty workshop for the beauty leadership of a global FMCG group.
I turn first campaigns into always-on partnerships. Beauty of Joseon, COSRX, LG H&H and Azar each grew from one market into multi-market programmes, and each has re-signed 20+ times since 2025.
I manage a team of five across account management and sales. I hire and coach, and I run the weekly pipeline and account reviews. I also wrote the sales playbook our new partnerships hires train on.
I build market-entry plans, creator casting, TikTok Shop P&Ls and launch roadmaps for brands moving into the US, UK, Europe, LATAM and MENA.
I keep the pipeline in Pipedrive, track invoicing against target and protect margin. The yearly forecast is built from the bottom up, account by account, with scenarios.
I automate research, reporting and proposals, so the team spends its time with clients rather than in spreadsheets. See how →
Most of my clients are Korean and Japanese beauty brands going West, or US and European brands going global. The pins show where clients are headquartered. The green countries are where we cast creators and ran campaigns. On desktop, hover over a pin to see the clients.
Asia: Seoul (20+ K-beauty brands), Tokyo, Singapore · Middle East: Dubai, Istanbul, Kfar Saba · Europe: London, Amsterdam, Berlin, Oslo · North America: New York, Los Angeles, Los Gatos, San Bruno, Seattle, Dallas, Phoenix, Topeka, Florida, Washington DC
North America: US, Canada, Mexico · LATAM: Brazil, Colombia, Argentina · Europe: UK, France, Germany, Austria, Switzerland, Spain, Italy, Poland, Czechia, Sweden · CIS: Ukraine, Russia · Middle East: UAE, Saudi Arabia, Qatar, Kuwait, Oman, Turkey · Africa: Egypt, Morocco, Nigeria · APAC: Australia, New Zealand, Philippines, Bangladesh
Each programme below is one I sold, grew or delivered, at House of Marketers, at TIKTAL or as a freelancer.
My deepest vertical: Korean and Japanese skincare brands launching and scaling in the US, UK and Europe, with TikTok Shop, seeding and top-tier creators.
An always-on programme built around top-tier creators and dermatologists. It turned a viral moment into category leadership for Relief Sun.
A seeding, influencer and UGC engine that scaled TikTok Shop and launched a new hair-care line. It included a 17-day pop-up in Paris.
One creator programme across the group's brands, including belif, THEFACESHOP, CNP Lab, Sooryehan and Himalaya Pink Salt.
A multi-market EMEA rollout that paired seeding with Spark-boosted creator content, with sentiment tracked in four languages.
25M+ views a month · +150% sales · 60 creators a month
US Black Friday · 12M+ views · 7.4% engagement rate
Japanese beauty, US launch · ~2M views
Seeding in the US, UK and Paris · ~1.2M views · ~80% positive comments
Fragrance launch event in London · 26 of 26 creators posted
PR, shoots and influencer programmes (Fickle Fish Media)
Streaming, film, TV, live streaming, gaming and audio. Creator partnerships built around a release, a show or a community.
At TIKTAL, an official TikTok partner agency: a $1M+ creator partnership, the largest deal of my career.
TikTok creator partnerships for streaming releases, at TIKTAL.
TikTok creator partnerships for TV and streaming, at TIKTAL.
Creator campaign for the Shorts launch in Germany.
Creator campaigns in Germany.
A 6-month Instagram creator retainer for a poker brand. We found that casino-room content beat home-game content.
A creator campaign for a global live-streaming app.
A creator programme for the audio brand, run with its agency partner.
Global FMCG and quick-service restaurants: product launches, seasonal moments and TikTok-native creative.
UK summer launch · 807K views · 5.17% TikTok engagement rate
Group account management, plus TikTok creator partnerships at TIKTAL, an official TikTok partner agency.
TikTok creator partnerships at TIKTAL, an official TikTok partner agency.
Influencer campaigns across DACH (Germany, Austria, Switzerland).
Pet retail, nutrition and animal health: creators pet owners trust, across the US and Europe.
Animal health in Europe · 8.8M views · 32 creators · 4 EU markets
TikTok creator partnerships for the US pet retailer, at TIKTAL.
TikTok creator partnerships for the US online pet retailer, at TIKTAL.
TikTok creator partnerships for the pet-nutrition brand, at TIKTAL.
AI tools, dating and social apps, browsers and fintech, where creators drive installs, sign-ups and trials.
A new client in 2026. The first wave found the winning format: a hook that shows the result first, plus a CTA asking viewers to comment for a code.
A creator-led growth programme for a global video-chat app, with YouTube ambassadors and integrations.
Humour-led, culturally relevant creator content that drove registrations among Latino singles. It ran organically and as TikTok ads creative.
Always-on creator campaigns for its mobile browsers across European markets
App growth with 100–200 influencers a month across Europe (freelance)
Fintech, digital health, photo-editing AI and utility apps
Sources: published House of Marketers case studies and public post data. Netflix, Universal Studios, CBS, Mars, Unilever, PetSmart, Chewy and Hill's were at TIKTAL; Moroccanoil was at Fickle Fish Media. * Rounded, approximate figures; exact data withheld for confidentiality.
I use AI on the slow parts of agency work. Reports that used to take days now take an hour, and proposals arrive with real creator and market data inside.
Checks which creators actually posted, pulls views and engagement, scores comment sentiment and drafts the client performance deck.
Runs competitor and market research and shortlists creators from audience data, then outputs the pitch deck, the commercial offer and the SOW in one pass.
Pulls audience age, location and credibility data through APIs, so creators are vetted against the brief before casting.
A live view of invoicing against target, renewal risk and the open actions on each account, used to run the weekly 1:1s.
Turns delivery SOPs into an assistant that coaches like a senior campaign manager, with an onboarding course for new hires.
Bottom-up revenue forecasts with scenarios, and TikTok Shop unit economics that show a brand when it breaks even.
I lead new business and key accounts at a TikTok-first creator agency. That covers sales, pricing, contracts and forecasting, and I manage a team of five.
I ran TikTok creator partnerships for Netflix, Universal Studios, CBS, Mars, Unilever, PetSmart, Chewy and Hill's Pet Nutrition, including a $1M+ Universal Studios deal. I also negotiated contracts, forecast revenue and trained the junior team.
I worked on PR, shoots and influencer programmes for brands including Moroccanoil and Hyundai, and managed creators' deals, schedules and growth. From my Berlin years I also worked on Mars group account management, SodaStream in DACH, the YouTube Shorts launch in Germany, Amazon Prime Germany, Amber Alert Germany and a Kia ProCeed TV commercial.
I ran integrated campaigns by market segment, from recruiting talent through to reporting on performance.
I ran app-growth campaigns with 100–200 influencers every month across European markets.
This influencer-discovery SaaS is where I started. I gave product demos, onboarded clients and ran my first creator campaigns.
She provided a small sales team of 6 with structure on product roadmap and customer service practices that benefited the client onboarding experience… but also improved the internal operation of the company.
Diogo Agostinho · Digital Payments, Strategic Partnerships
Her attention to communication details has helped us build strong partner relationships and drive client retention.
Anandie van Staden · senior colleague
She is always there to provide guidance and helped me improve my skills and learn new skills. Her guidance has helped me in every aspect of my career.
Ivanka Manetska · reported to Valeriia
Valeriia is a pleasure to work with, she is strategic and always willing to help no matter how challenging the situation.
Kiera Hellard · Marketing & Influencer Strategist
I'm open to conversations about leadership roles, consulting and freelance projects in the creator economy: TikTok Shop launches, creator programmes and commercial strategy. I'm based in Barcelona and work across EU and US time zones.