creative lead

(head of uk localisation)

At PocketFM, I lead the creative vision and strategy for UK content that resonates with Gen Z, driving over 100M listens across platforms like TikTok and YouTube. My focus is on delivering engaging, relatable content that speaks to the diverse interests and preferences of young audiences, with a special emphasis on localizing Indian and US content for the UK market.

I’ve worked closely with cross-functional teams to adapt popular content, ensuring it connects with the UK audience while maintaining the essence of its original form. I trailblazed the hugely successful Gen AI collaborations between Pocket FM, Elevenlabs and Sudowrite, bringing new levels of creativity and productivity to our output. From tailoring the tone and style to optimising formats for TikTok and YouTube, I’ve crafted content that not only drives massive engagement but also feels authentic to local cultures. This has led to viral moments and millions of TikTok likes, expanding our reach and audience retention.

I’m passionate about creating compelling stories that captivate and inspire, while strategically managing content to hit the right notes with the audience. Through my work, I’ve developed a deep understanding of Gen Z’s content consumption habits, and I continue to push the boundaries of what’s possible in digital storytelling.