Talk us through an average day in your role
Well, an average day in my role is non-definable – every day brings something new, especially with new innovation and new teams year on year! However, a typical week covers executive production/project management across several IBC Accelerator projects, especially those with a focus that is on the cusp of broadcast engineering and progressive, emerging media like XR, AI, VP, 3D assets and more. This also includes regular check-ins with the project champions (broadcasters, studios, academia), coordinating synergies with participants (vendors, solution providers) into workstreams, and management of the wider teams remotely and also on site, with hands-on R&D and team hackathons One of the best things about the IBC Accelerator Media Innovation Programme is the sheer variety of projects and people I get to work with. Our programme brings together broadcasters, technology companies, and industry pioneers from around the world to solve real-world challenges through collaboration and experimentation in a super short, nerve-wracking sprint towards IBC in Amsterdam.
I work with a global mix of broadcasters, tech companies, and startups to develop groundbreaking proof-of-concept (PoC) projects that push the boundaries of media and entertainment. One day, I might be leading project calls across different time zones, deep-diving into AI-powered production workflows, or brainstorming with teams in our Slack channels. The next, I could be moderating a panel, hacking out new ideas at a real-world lab session, or meeting with tech pioneers to explore the next-gen tools shaping content creation. Beyond the logistics of keeping Accelerator teams on track, IBC is all about people-powered innovation – getting diverse minds in a room (or a virtual call!) and saying, “What if?” That’s where the magic happens.
And, as an awesome bonus, I’m constantly on the road, speaking at conferences and events to evangelise the programme and advocate for diversity in tech – helping amplify new voices and championing positive change for the global media industry is something I love about my job.
How did you get started in the media industry?
I have always loved media, from a very early age when everything was analogue! I reckon it all started when I was about six years old, recording and performing ad jingles with my brother in our living room! Fast forward a bit – I was writing for my school newspaper, working at a student radio station, and absorbing everything I could about media production.
My professional career kicked off in broadcast journalism and digital production. I was one of the first hires for MTV Interactive in the UK back in the naughties, leading the launch of digital platforms for MTV Base, Dance, Hits, and MTV2, then launching artists and awards on interactive channels around the world. That experience gave me a front-row seat to the evolution of content in the early days of the internet, and from there, I moved into executive production, digital strategy, and immersive XR media. Over the years, I’ve worked on groundbreaking projects with clients like Marvel, Angry Birds, and the BBC – where I served as executive digital producer for The Voice UK. But the common thread in my career has always been being super keen and curious to push the boundaries of how audiences engage with content. I’ve always been drawn to what’s next, and create things no one has done before – whether it’s XR, AI, 5G, or real-time interactivity. I love being at the intersection of storytelling and technology, experimenting with new content formats and figuring out what really makes people tick.
Early on, I’d often be the only woman in a room full of male executives, engineers, or producers. Instead of feeling like an outsider, I saw it as an opportunity to spark change: How do we get more women in these spaces? How do we change the industry from within, and build our ship to help support the industry both internally and externally. Fast forward to today, and I love that the Accelerator programme represents that evolution in motion, with a constantly growing group of increasingly ethnically diverse, and women-led, innovation groups driving culture and technology change.
What training did you have before entering the industry?
My background and degree is actually in broadcast journalism and media/theatre production, which gave me a great foundation in storytelling and end-to-end production across formats. But the best training has been hands-on experience – rolling up my sleeves and learning by doing. Executive production is in my DNA.
I’ve always had a split-brain approach: the right side is all about creative storytelling and audience connection, while the left side is deep in workflows, engineering, and tech development. That blend helps when working with cross-discipline teams – from engineers developing AI-powered newsrooms to production crews rethinking live events with 5G or XR. The industry is constantly evolving, so staying ahead means continuous learning – which is one of the best parts of diving into ‘no-wrong-answers’, R&D sandbox projects like those in the IBC Accelerator Programme.
Why do you enjoy working in the industry?
The media and entertainment industry is one of the most dynamic and fast-moving fields to work in, and in some areas really leading the way compared to various sectors. Right now, we’re seeing a huge shift – AI is redefining personalisation, with agents crafting the automation, 5G is helping power new ultra-low-latency experiences, and immersive, mixed reality media is blurring the lines between digital and physical worlds. What excites me is how we bring it all together – connecting creative minds, engineers, and storytellers to explore what’s possible.
Plus, the people! I get to work with everyone from startup founders to broadcast veterans, from young apprentices to industry leaders. The Accelerator programme is a perfect example of this – every year, new faces, new ideas, and new breakthroughs. It’s a privilege to help shape that innovation.
What advice would you offer someone looking to explore a similar role?
Get involved and stay curious! The media industry is vast, and there are so many different paths you can take. My advice is to get hands-on experience wherever you can, and don’t be afraid to try lots of different things until you feel that pit in your stomach that makes you can’t wait to do it again – whether that’s working on student radio, interning at a production company, or attending industry events to meet new people. Be adaptable and open to new opportunities. If you’re passionate about storytelling, technology, or production, there’s never been a better time to jump in and be part of the future of media.
And don’t be afraid to find your tribe. There are incredible industry groups like Women in Immersive Tech, Soho Media Club and Rise (just to name a few!). These spaces aren’t just for learning – they’re for building relationships. Some of my best collaborations have started with a spontaneous chat at an event! Networking is key. Follow companies and industry leaders on LinkedIn, join these meetups, and don’t be afraid to introduce yourself to people. There are some amazing communities out there that offer great opportunities to connect and learn.
Most importantly, support each other. Women don’t just need to break barriers – we need to hold the door open for those coming in next. The industry is changing, but it’s up to us to make sure that change sticks.
