The Last Thursday Club: The Creator Shift

Sophie Cartwright is a senior leader in Meta's Global Business Group, heading up Client Council and Industry Trade Relations across EMEA. She is responsible for shaping Meta's strategic engagement with the industry bodies defining the future of digital advertising in Europe, and for convening the company's most senior advertiser and agency relationships across the region through the EMEA Client Council. Since joining Meta in 2017, Sophie has built the EMEA trade relations programme from the ground up — forging strategic partnerships with advertising industry associations and representing Meta’s point of view on topics including safety, AI, creator compliance and fraud and scams. Under her leadership, Meta secured a board seat at EASA, the European Advertising Standards Alliance, and has become a recognised leader in advertising self-regulation, working alongside self-regulatory organisations to prove that industry-led standards can deliver effective consumer protection at scale.
Before Meta, Sophie built a strong track record in corporate communications over nearly a decade, leading EMEA teams for Coca-Cola, Starbucks, Trustpilot, Microsoft and more. She is co-lead of Women@Meta London and is based in her hometown of London.

Sarah leads marketing and communications for TikTok's advertiser products in Europe. She's on a mission to move the conversation beyond surface-level creator partnerships.

With nearly a decade across TikTok, Zalando, and agency work, Sarah understands what actually drives results: moving beyond vanity metrics and going deeper into measurement, real impact, and what genuine creative collaboration looks like beyond the buzzwords. She's focused on helping brands and creators unlock meaningful value together and rethinking what success really means in the creator economy.