Eve is a passionate, audience-centric strategist with a decade of experience dedicated to putting people back at the heart of a rapidly digitising industry. She operates on the firm belief that the most impactful work occurs when we move beyond reductive targeting and blinkered views of channel roles, instead championing the humans behind the data points and the power of qualitative insight.
Witnessing the impact of culture—both positive and negative—on talent, process, and output early in her career solidified Eve’s conviction that integrity and empathy in leadership are not ‘soft goals’, but the very bedrock of business performance. While her career began with a fascination for the creative application of data, it has since evolved into a deeper commitment to the moral application of marketing and the power of cultural intelligence. For Eve, a culture of humanity—both in the work produced and the environments in which it is created—is the ultimate driver of commercial success; humanity is not a sacrifice to business goals, but a catalyst for them.
Currently serving as the Head of Media Strategy and Paid Media at ITV, Eve applies this perspective to navigate a challenging industry climate. To date, she has spearheaded four pillars of transformation: the relaunch of the brand media strategy, the establishment of a formal media strategy discipline, the integration of paid and owned media operations, and the implementation of a new audience-first media framework.
By maintaining a steadfast focus on people, these initiatives have contributed to delivering tangible results, including a 19% increase in Monthly Active Users (MAUs) and a 23% increase in internal favourability. To Eve, these metrics serve as definitive proof that a better culture yields better results for all.
