Jo Burford is Head of Creator, EMEA at Edelman. With more than 15 years of experience in the Creator and branded content spaces, Burford brings a legacy understanding of the evolving Creator economy and how brands, platforms, and Creators intersect to drive cultural and commercial impact. She joins from TikTok, having previously served as the platform’s Head of Creators for the UK, Ireland, and Nordics. Prior to TikTok, she was Global Head of Marketing at Whalar and Head of Creator Partnerships for EMEA at Twitter. This multi-stakeholder experience has given her unique insight into developing creator strategies that deliver both performance and trust for leading global brands.
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