PR Executive - Lime Tree Music, London

Sep 2025 – Present

Lead planning, execution, and analysis of 10–13 integrated PR campaigns per month for artists and festivals across the UK and Europe, spanning press, radio, digital, and influencer. Own the full release cycle end-to-end: campaign strategy, media scheduling, asset coordination, and post-campaign reporting to major label partners including UMG, BMG/BBR, WMG, and SME. Primary contact for management companies including Redlight Management. Operate fluently across UK and German-speaking markets, translating and localising campaign materials and adapting strategy for each cultural context.

PR Assistant - Lime Tree Music, London

Sep 2024 - Sep 2025

Delivered integrated PR campaigns for major label artists including Jelly Roll, Lainey Wilson, Koe Wetzel, and Zach Top across GSA/DACH and Benelux markets. Pitched and secured press, radio, and TV placements - including with Radio Energy (NRJ), 1LIVE, Radio Fritz, and QMusic. Drafted and localised press materials across English, German, and Dutch. Managed influencer partnerships and media monitoring; built direct relationships with label and management teams across WMG, BMG, UMG, and SME. 

Influencer Marketing Manager - snuggs, Amsterdam

Jan 2024 - Sep 2024

Built and led influencer and affiliate strategy from scratch across DACH, UK, and Benelux - creator identification, briefing, content approval, performance reporting, and budget management. Drove international audience growth of over 200% through a data-led, creator-first approach. Part of the core team behind the snuggs x Manchester City Women's FC partnership, a culturally resonant campaign contributing to the brand's Forbes 30 Under 30 recognition. Organised a live community event with Hormona championing visibility of women in sport.

Management Assistant - Good Luck Kid Records, Berlin

Sep 2022 - Jul 2023

Gained hands-on experience across PR, label management, and artist development in Berlin's independent music scene. Developed an original UK fanbase-building strategy for artist Lie Ning - a community-first model rooted in co-creation and deep engagement with LGBTQIA+ and POC audiences, awarded 100/100 as undergraduate dissertation research. Developed and launched a TikTok format ("Lesen Gegen Rechts") that gained traction beyond the label. Pitched artists to festivals including The Great Escape and Hurricane, managed DSP analytics, secured playlist placements, and handled session bookings.

Social Media & Content Marketing - FashionUnited, Amsterdam

Sep 2021 - Sep 2022

Managed content planning, scheduling, and community engagement across 15+ social pages on four platforms for a global fashion media brand. Delivered paid and organic campaigns using Meta Ads Manager, Google Analytics, Hootsuite, and Later, growing the combined following by over 20,000. Built and maintained an organic influencer network; responsible for the Top Fashion Influencer pages for the US and UK markets. Developed cross-over knowledge of fashion, influencer culture, and digital community building.

M.A. Music Business Management — University of Westminster, London Sep 2024 – Jul 2025 · First Class Honours · International Postgraduate Scholarship Dissertation: Tastemaking in Country Music in Germany

B.A. Creative Business — Inholland University of Applied Sciences, Den Haag Sep 2019 – Jun 2023 · Summa Cum Laude · Valedictorian — top graduate of cohort Dissertation: Value-Led Community Building for German Musicians Expanding into the UK Market (100/100)