Paula’s strategic expertise encompasses 17 years spanning London, New York, Shanghai, Portland, Sydney, Tokyo and Melbourne, with an emphasis on the development of youth and sports brands.

She recently joined forces with Idris Elba as his Chief Marketing Officer and launched ALIEN BABY, a creative studio of a different kind, where she led the impactful ‘Don’t Stop Your Future’ anti-knife crime campaign, driving a major legal change in the UK.

Before this, Paula was Head of International Strategy at Uncommon Creative Studio, working with global brands like Peloton, Jordan and Pinterest.

However, much of her career was dedicated to Nike. At Wieden+Kennedy Portland, she led Nike’s global strategy after shaping its regional direction in Greater China and EMEA. Her eight-year tenure saw her play a key role in award-winning campaigns like ‘Nothing Beats a Londoner’ and ‘You Can’t Stop Sport’, the latter earning an Emmy for its creative and cultural impact.