Work Experience: Gemma’s brand obsession is fuelled by two decades of work across the beauty, fashion, retail, FMCG and luxury sectors. As UK Managing Director of DeVries (IPG), she developed culture-leading campaigns for Beats By Dre, Benefit Cosmetics, Diageo, IHG Luxury Hotels, and PepsiCo, with a focus on earned media and influence.  At John Lewis, she led the lifestyle communications team, using purpose-driven content to reposition a retail icon.

What excites Gemma:  “The power of storytelling. The ability of words and ideas to build bridges into the future never gets old.”

Superpower:  “Killer cultural instinct.”