IAB Debrief 2025

Ben is Media Director at Allwyn, operator of the National Lottery, where he is responsible for the paid, owned and retail media teams and budgets that help drive revenue, digital growth and promote good causes across the UK every day of the year. He has over 25 years of media experience to draw on having worked at a UK, EMEA and Global level at advertisers, agencies and as a consultant. He lives in Wimbledon but does not play tennis. 

Bridey is a seasoned marketing and creative leader with over a decade of experience in beauty, fashion, and consumer brands. As the former CSO & CEO of CULT, she built a global agency and production house in London and New York delivering award-winning campaigns for brands including Marc Jacobs, Burberry, Nike, Rimmel, Cover Girl, Shiseido, Calvin Klein, and Amazon Fashion, earning 50+ industry awards and recognition for sustainability and innovation, including NEXT Award 2023, LOVIES and Campaign.  

As CMO at P.Louise, she leads marketing across content, CGI, production, events, experiential design, PR, influencer and affiliate programs, brand collaborations, and retail, helping position the brand as the #1 beauty + experience brand today. 

Callum has been with 2KGames for 8 years, and now oversees regional strategy for the EMEA region. His remit includes their holistic approach to game launches and activations in-market, including OOH executions. 

Chloe is a Dublin-based Paid Media Specialist with over three years of experience at 2K. Initially focused on EMEA and international markets, her role has expanded to a global remit. She is responsible for briefing, media planning, and executing high-performance paid social strategies to drive full-funnel results across key territories for 2K’s gaming titles, including NBA 2K, WWE 2K, and Borderlands.

Dana Fletcher helps brands cut through on social. 

At TikTok, she works with some of EUI’s fastest-growing lifestyle and beauty brands, scaling their presence and driving meaningful growth. 

With 11+ years experience in brand strategy, content ideation and performance marketing. 

Passionate digital marketing professional with 10+ years experience platform-side, including Snapchat and Meta. I lead a group of  UK-based, enterprise-level Console and Mobile Gaming advertisers at Snap, helping them to translate their business objectives and goals to full-funnel, global media plans with strong results and innovation at the core.

Jessica Aylett is Head of Sales at GumGum, with over a decade of experience across agency and sales roles. She joined GumGum through the acquisition of Playground xyz, where she championed attention as a key advertising metric. Now leading UK sales, Jess is passionate about driving innovation through contextual intelligence and delivering impactful solutions for brands. Recently returning to the industry after maternity leave, she brings fresh perspective and energy to the evolving media landscape.

Laura Smith-Collins joined Hearts & Science as Chief Digital & Data Officer in 2023 and is responsible for the delivery of market-leading, integrated digital campaigns and the agency’s data-driven ethos.  

Laura is a passionate advocate for diversity, equity and inclusion with a track record of leading initiatives designed to drive businesses towards a more equitable future and spent 2 years as co-chair of the OMG Women & Gender Inclusion group. She was named as Campaign magazine’s Female Frontier Honouree for her work on DE&I at Merkle.     

Paul Hackwell is Amazon Ads UK Head of FMCG Industry Vertical. He leads a team of sales people, who are focussed on building strategic partnerships with FMCG manufacturers, helping  to grow their brands by leveraging Amazon’s full funnel suite of advertising products. He joined Amazon in 2012, and has spent the last 15 years operating in the online retail media space, having worked previously for 5 years at dunnhumby as head of agency sales and Sales Director on Tesco.com.

Paul Menzies is the Head of Ecommerce at P.Louise, where he oversees all commercial operations across Shopify and TikTok. With over a decade of experience in global online retail, Paul spent 13 years at JD Sports, where he led the brand’s international ecommerce expansion before transitioning into the beauty industry two years ago.