YMS LDN
Advisory Board
Meet the leading industry experts and the Gen Z voices that are helping to curate the 2025 Youth Marketing Strategy agenda.
Their first-hand experience of working directly with young people and the brands that impact 16-24s make them perfectly placed to help us create content that is relevant, diverse and inspiring and can help shape the future for our industry and young people alike.
Industry Professionals
Kian is founder of The People, a Gen-Z consultancy powered by a global community of young changemakers. He was formerly Youth Insight Lead at Dentsu. For his contributions to marketing, he has been named one of the Top 50 Future Leaders by the Financial Times. Kian is also Advisor at United Nations Climate Change and One Young World Ambassador. Kian regularly writes about marketing through a Millennial and Gen-Z lens for Forbes CMO Network. He is deeply passionate about using the power of creativity for good.
Vic Banham, the CEO and Director of Antler Social, is a dynamic force in the world of TikTok. Her journey began as a TikTok creator, skyrocketing to over 1,000,000 followers within a year. Drawing from this experience and a notable stint at TikTok, she now leads an award winning TikTok agency, helping brands unlock the platform's full potential. Vic's unparalleled insights and creativity have made her the go-to expert for brands seeking success in the fast-paced world of short-form content.
Founder and CEO of Buddy Media, a data-led, creative first, performance and influencer marketing agency. We specialise in social activations and performance influencer strategies.Over 12 years of experience launching global agencies and brand programmes with 8-figure revenue streams including Social Chain and Seed Marketing. Successfully delivered for the largest brands in the world including Farfetch, Apple, Proctor and Gamble, Bacardi and Spotify. Focused specifically on driving acquisition. Known for delivering innovative and high ROI activations.
Sascha is the Digital Editor at Hits Radio, part of Bauer Media. In this role, Sascha oversees the social media strategy and output across the national Hits Radio brand and collaborates with 16 local stations across the UK. Together with a dedicated team, Sascha works closely with key talent such as Fleur East and Sam Thompson to create engaging content for various platforms. Their efforts contributed to Hits Radio winning Station of the Year at the ARIA Awards in 2022.
Sascha began their journey with Hits Radio in 2018 as the sole social media producer. Through dedication and innovative strategies, Sascha advanced to the position of Digital Editor, now managing a team of two. Over the years, Sascha has played a pivotal role in shaping the digital presence of Hits Radio, including overseeing the strategy for major events like 'Hits Radio Live' and collaborating with numerous artists and celebrities on unique features.
A renowned brand builder and business innovator, Leila Fataar has over two decades of senior leadership experience at the intersection of culture, creativity and commerce, underpinned by a commitment to authenticity and advocacy for inclusive representation throughout the advertising, marketing and communications industries. A pioneer of the cultural branding blueprint with her rare ability to speak the languages of culture, corporate and entrepreneurial, she has spearheaded an approach from the boardroom to the billboard that positions cultural relevance not only as a marketing nice-to-have, but also as a key business growth driver.
Working globally both brand-side, in senior positions at adidas and Diageo, and through her owned companies across multiple categories, her expertise lies in the ability to read the cultural zeitgeist and signals and translate it into compelling brand strategies that resonate with diverse audiences. Early 2025 sees her unique perspective distilled in her first book “CULTURE-LED BRANDS”.
LinkedIn: www.linkedin.com/in/leilafataar
Erifili is a social media strategist, entrepreneur, author and public speaker. She's one of the leading voices on all-things Gen Z.Erifili's work as Founder and CEO at The Z Link is paving the way in the field of Gen Z marketing, with a specialty in how brands can connect with young consumers. She launched The Z Link in 2020 to bridge the gap between brands and Gen Z, through community-driven social media. Since then, they've worked with brands such as Deloitte, the United Nations, Hearst, Everlane, and more. Erifili is on Forbes 30 Under 30 Europe in the Media/Marketing and Youngest categories. Erifili's first book, "Design Your Life: Your Career, Your Way" is getting published worldwide in October 2024, guiding Gen Z through the endless alternative career possibilities available through digital entrepreneurship, helping them create careers full of freedom, ownership, and flexibility.
Paul McEntee is the CEO and Founder of Here Be Dragons, a PR agency built to navigate change in the world. From advocating on behalf of Justice 4 Grenfell to creating purposeful campaigns for major consumer brands, Here Be Dragons uses change as an opportunity to create brave work.
Jodie is the Senior Lead for Channel 4's Social Branded Entertainment Content Solutions department. She leads a team of talented and passionate professionals, working with digital commissioning to change the branded content landscape for the better! Creating best in class branded content for social platforms, streaming, and TV. To achieve this, they work with the best producers across the UK to produce repeatable formats that tap into what Channel 4 does best.Campaigns have included the awarded series Vinted: Second Hand Style-Up, Malteser's: Late Night Feed, Instagram: You Do You and Google: Highlife and Picture This and many more. Prior to working at Channel 4, Jodie worked at EssenceMediacom, Kyra TV and Mindshare working across various media disciplines, platforms, partnerships, and creative media solutions.
Over the past 5 years, Sian has led strategy for clients such as Disney & Mattel, crafting imaginative solutions grounded in insights gleaned from listening to kids. Her work has resulted in groundbreaking campaigns loved by young audiences and earned her industry acclaim, including recognition as a Campaign Face to Watch in 2020. As the fifth employee, Sian played a pivotal role in driving KidsKnowBest's growth, contributing to its 33rd position in Deloitte's 2023 Technology Fast 50 awards. Now, she spearheads Brand & Marketing at KidsKnowBest, fueled by her passion for empowering kids and amplifying their voices.
Dr. Russ Wilson is currently Head of UK at global strategic insight agency, The Sound. He has spent the last 15 years working across the insight and strategy industry, including a stint at Amazon, and has carried out research and consultancy projects for many of the worlds’ leading retailers, delivery companies and payment providers.
Gen Z Voices
I'm Millie, a final year Philosophy student at the University of Birmingham! I am graduating in July and hoping to land a job in advertising or marketing. At the moment I'm mainly focused on getting experience in those industries, as well as continuing to deepen my understanding of culture, design and my favourite thing: social media.
Zayanne is the founder of The Creative Roundup , a community that seeks to bridge the gap between creatives and opportunities across the industry. Her passion for accessibility within the creative industry has led her to working alongside brands such as Adobe, Spotify and Cannes Lions and her passion for young people has led to her to becoming the UK representative of The Pentland Collective, a youth advisory board that seeks to provide proactive strategies that can ensure a more diverse and sustainable future for Pentland Brands.
Farzana radiates passion for mentorship and youth empowerment. She collaborates with charity organisations and policy-makers to tackle inequalities in education, providing insight into the issues affecting young people.Farzana is an ambassador for One Million Mentors and champions the impact of mentorship. She also serves on the Youth Advisory Board for Youth Leads UK, as Vice Chair where she and helps steer the strategic direction of the organisation. Farzana is an ambitious young person, who aims to make a positive difference in the world through education and advocacy, inspiring young people to achieve their potential.
I'm a Global Marketing Assistant for Max Factor at Coty, recently graduated Coventry University in Business and Marketing with a First Class. As an ambitious and high achieving woman that’s eager to get out of my comfort zone and take advantage of every opportunity, I’ve had the pleasure of studying abroad at EDHEC Business School completing an International Business BBA short programme, completing a year in industry at Unilever under Magnum’s local marketing team, a summer exchange programme in Malaysia and topping it all off with achieving a Course Tutor award and Head of School award. Hence I love to encourage young people to likewise take advantage of all the available opportunities to them regardless of their background.
