Project: Spotify Influencer Program (2017 to 2023)

Position: Director, Influencer Relations & Communications, 2 Degrees Ventures

Role: Global Lead

As the lead on the Spotify account at 2 Degrees Ventures in Los Angeles, I rebuilt Spotify's approach to influencer relations from the ground up — transforming the existing Concierge Program into a strategic, globally scalable framework that grew to encompass over 3,000 creators, tastemakers, celebrities, and industry voices across the US, EMEA, and beyond.

I redesigned the programme as a high-touch, invite-only experience: white-glove onboarding into the Spotify ecosystem, exclusive content previews, deep campaign integration, and VIP access to Spotify's offices, events, and studios. The strategic intent was clear — convert influential users into genuine brand advocates by helping them unlock the full creative and social potential of the platform.

Over six years, the programme delivered billions of impressions, thousands of organic influencer posts, and sustained global press coverage. It became a cornerstone of Spotify's global communications and marketing strategy — embedding the brand deeper into culture and driving measurable impact on brand affinity, fan engagement, and business performance.