Crystal Malachias is the Global Co-Managing Director of MCS, with over 18 years of experience as a thought leader in brand partnerships, digital, social, and influencer marketing. She has a proven track record of creating strategic, innovative campaigns through strong relationships with clients, creatives, and agencies worldwide. At McCann, she leads global influencer marketing and oversees McCann Content Studio London, driving both new and organic growth in social and influencer spaces. Crystal began her career in publishing with Hearst in London and Sydney, before transitioning into digital at Microsoft. She then moved to Say Media in New York, where she became an early adopter of influencer marketing, igniting her passion for the field. Returning to the UK, she launched Refinery29 and led digital brands at Hearst UK, before joining ITB. In 2023, she successfully merged ITB into McCann. Crystal has collaborated with top brands like LVMH, L’Oréal, Amazon, Nike.