Discover the top women in UK digital as we conclude The Drum's 50 Under 30
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The Drum's 50 Under 30 celebrates pioneering young women in the industry.
The Drum's 50 Under 30 UK showcases women who have broken the mould before the age of 30. Based on nominations from our readers and curated with the help of panel of industry experts, the list sets out to celebrate female digital talent in the industry, highlighting their careers and their plans for the future.
Christina Sunneklep, digital content producer, Software Advisory Service, Pursuit Marketing & Fierce Digital
Upon graduating from the University of Glasgow, Christina Sunneklep felt the “greatest challenge” she could pursue would be starting her own agency and duly struck out on her own with Lykke Creative Content. After a year amassing invaluable experience and learnings, she joined the Software Advisory Service in March to create social and digital content on everything from software solutions to fintech and blockchain.
Sunneklep’s role encompasses content for email campaigns, websites, press releases, webinars and social campaigns and in April she took on the extra responsibility of producing digital content for sister companies Pursuit Marketing and Fierce Digital. Her role helps to fulfil her goal of making tech more approachable for everyone, no matter the background, and she’s passionate about inspiring more girls to join the tech world.
Alex Moyet, senior marketing manager, Activision
Alex Moyet is senior marketing manager at Activision where she works on one of the world’s most popular video game series, Destiny. She joined the games publisher in March this year from Curve Digital, where she was marketing director and responsible for promoting indie titles including Bomber Crew.
Moyet started her career working on the Xbox EMEA advertising account at McCann Erickson before moving on to Sony Interactive Entertainment as a product manager for some of its biggest franchises including SingStar, Uncharted and The Last of Us. She has also previously served as a commercial strategist at Media Molecule and founded Amcade, the specialist PR and marketing consultancy for the video games industry, in 2016.
A Bafta member, Moyet was named in the GamesIndustry.Biz 100 for 2018 and was nominated for the 2018 Businesswoman of the Year at the Women in Games Awards.
Rachel Kneen, social media lead, Just Eat
With 10 years’ experience of working with social, Rachel Kneen is the social media lead at Just Eat where she is responsible for all media and social ad spend.
Working previously at mobile network O2, agency-side and in startups, Kneen has been at the forefront of social direct-response, turning social content into social sales.
Since then she has produced award-winning work, creating the first haunted house controlled by smart tech, chatbots that drive sales and AR projects. A regular conference speaker, she's recently spoken at Social Media Week.
Antonia Bonello, associate creative director, BuzzFeed UK
Antonia Bonello joined BuzzFeed UK in 2014 after an animation she was commissioned to create for the site – ’14 most brutal deaths in game of thrones as 8-bit gifs’ – went viral. In the four years since she has worked her way up from creative designer to associate creative director and now works closely with brands to create content on BuzzFeed’s platforms including Facebook, Instagram and Snapchat.
Specialising in retro 8-bit animation, Bonello has reimagined Orange is the New Black, Friends and even her daily commute on the tube network as charming pixel art. She has worked on branded content campaigns for clients including Google, Nike, Netflix, Sky, Amazon, Diageo, and Nestlé; created first-to-market Snapchat games for Aviva, and even trained as a stuntwoman for Churchill Insurance.
Bonello’s work has been nominated in The Drum Content Awards 2017 for Best Branded Content Campaign and won Silver at the 2015 Media Week Awards for work with Alzheimer's Society. She has been shortlisted as rising star at the Design Week Awards 2016 and was named one of the 100 Significant Women in Native Advertising 2018 by the Native Advertising Institute.
Rebecca Brown, director of content, Builtvisible
As the head of up the content department at organic digital agency Builtvisible, Brown has undertaken a restructuring of her team, unifying the product suite and repositioning the agency's content offering to integrate fully with the agency's specialisms of SEO and analytics.
Her approach to management during a comprehensive restructure has helped scale the content team, with a focus on training and development leading to the promotion of several key team members. This blueprint for staff progression has been replicated across the wider business.
Committed to giving back to the digital community, Brown regularly shares her knowledge at training sessions, across the agency's blog and at high-profile speaking events, including a spot on the main stage at BrightonSEO. Brown’s efforts drove 30% year-on-year growth and prompted a recent promotion to director of content.
Alex Rühl, VR filmmaker, Cats Are Not Peas
Alex Rühl is a virtual reality filmmaker and chief executive of Cats Are Not Peas, a VR production studio that specialises in producing branded content and original IP.
Formerly a traditional TV producer, Rühl got the bug for VR when she picked up her first 360 camera rig in 2015 and won the Pioneers of Immersive Realities Awards for 2018 for her work in the space.
That work includes the Hospice VR initiative, led by Leicester charity LOROS, which aims to bring VR into hospices across the country so patients near the end of their lives get to experience their favourite places again.
A keen believer in ‘VR for good’, Rühl has also worked with Sheffield charity Chilypep to create VR experiences for young people with mental health issues and was a workshop leader for the VR Diversity Initiative, teaching production skills to people from disadvantaged or marginalised groups.
Ashley Krupnik, strategy director, Ogilvy Social Lab
Having started her career in public relations, Ashley Krupnik found and pursued her passion for digital following her dissertation that explored the impact social media can have on brand building and experience via two-way communications.
Her breakthrough came at Spook, the digital startup acquired by the Edelman PR network, where she developed the ‘Cool Cubes’ gamification app for Lipton Ice Tea. She was also influential in pioneering the use of influencers across the Tresemme New York fashion Week activation. This led to Tresemme being cited by WWD (Women's Wear Daily) as “One of the most forward-thinking brands when it comes to digital strategy. Integrating influencers into their overall marketing efforts, allowing these individuals to connect with their fans on cross-channels.”
Krupnik moved to Ogilvy SocialLab in 2016 and has been influential in integrating creative and performance-driven social campaigns into existing above-the-line, digital and PR efforts. Outside of the agency, she is passionate about startups and tech, supporting companies within the Ikea accelerator program in Älmhult, Sweden to build their social and digital strategies.
She has also lectured on ‘The Power of Social’, most recently at Cardiff University, inspiring and educating the next generation on career opportunities within the industry.
Catherine Cribbin, industry initiatives manager, IAB UK
In her role at IAB – the non-profit, member-funded trade association for digital advertising in the UK – Catherine Cribbin is focused on making sure members get value from their IAB memberships. Cribbin’s job includes setting the direction and strategy of six groups focused on different areas of the digital advertising market and encouraging collaboration among members to deliver educational research projects, best practice handbooks and video content for advertisers and agencies.
Podcast-obsessed Cribbin also plays a key role in creating the IAB UK’s own bi-weekly podcast and says this “hardly even feels like work” given her fondness for the medium. The podcast covers the latest developments, challenges and opportunities in the digital industry and features fun quick-fire interviews with IAB members.
Cathy White, founder and director, CEW Communications
Cathy White specialises in communications for tech startups and the wider ecosystem that supports them. She founded CEW Communications in 2016 and attracted clients including early-stage startups Bright Little Labs, KiteEdge and Klevio and investors BGTA, Five Seasons Ventures and Silk Ventures. The agency has grown to a team of four and was recognised as one of the UK’s top 100 small businesses by Startups.co.uk this year.
Before launching CEW, White was head of communications for Tech City UK, now Tech Nation, and early-stage VC Seedcamp. She was recognised as a PR Week Rising Star in 2014 while working at Albion Drive, where she joined as employee number two and helped the business to scale to a team of 16 within Albion (now KBS Albion).
Outside work she is a director of GeekGirl Meetup UK, an organisation that champions female role models within STEM and gives talented women a platform to share their expertise with others. She is the podcaster behind GeekGirlMeets and a prominent voice on diversity issues. As a long-time sufferer of both depression and anxiety, White also regularly opens up about her own mental health struggles in a bid to encourage others to do the same. She has spoken on the topic at Web Summit, Pioneers Festival, for The Independent, Forbes, and through her own blogging.
As a champion that supports others in small business, White also dedicates part of each week to helping someone else. She started her own 'Power Hour' in 2018 so that anyone can book time with her to discuss anything from starting a business to managing their mental health.
Bea Patman, client partner, Greenlight Digital
Having graduated at the height of the credit crunch, Bea Patman aptly enough began working for an e-learning business to help launch its platform aimed at plugging the Job Centre’s gap in newly unemployed professionals. Since moving onto digital agency Greenlight since 2011, she has served as head of SEO and, from this year, client partner within the client services team.
Patman is credited with leading the SEO team to the best staff retention in its history and playing a key role in Greenlight winning one of its largest pieces of business to date from a major fashion retailer. Today she’s at the helm of an all-female team and delivers thought leadership to clients and prospects through speaking at internal events on mobile, technical SEO, UX and conversation rate optimisation.
Her renown in the industry was reflected in her being among the speakers at the PerformanceIN Live conference in 2017 and being asked to judge the Performance Marketing Awards 2018.