Kate joined Primark in 2023 as Global Head of Marketing Communications and leads the owned and earned global marketing teams, based out of London, UK, Dublin, Ireland, and Madrid, Spain. Previously at Sainsbury’s and Dunelm, Kate began her career in content, social media and influencer marketing, before broadening out to all owned and earned channels. A firm believer that joy is a guaranteed way to cut through the noise and stop the scroll, Kate brings this attitude to the marketing campaigns she works on and her leadership ethos. Kate is a passionate people person and problem solver, and the launch of the Adaptive range has been the self-confessed highlight of her career.