Joanna leads the marketing and communications strategy at global social and creator marketing agency, Goat. With a decade’s experience in brand and agency marketing (half of which was in social and creator marketing specifically), she has written and produced countless thought leadership reports, research, insights pieces and events examining how brands can truly get cut through with audiences on social, as well as ways to build memorable and effective influencer strategies. Deeply interested in the intersection of social media, creators and culture, this talk will also explore the broader consumer behaviour and social shifts that are driving YouTube audiences, and what the impact is on brand strategy.