2025 Speakers

Wesley Dyke is an award-winning social media leader with over 12 years of experience in social media strategy, content, and brand storytelling. As Head of Social & Programmatic at John Lewis Money, he has pioneered creative, customer-centric strategies that drive engagement while ensuring compliance within highly regulated industries and leveraging the retail proposition. Wesley excels in creative development within complex regulatory environments and in leading high-performing teams.

Previously, he led global social media efforts at Luno Money, with experience not only spanning financial services, but also retail, and technology through roles at TSB Bank and Spec-Savers. He is passionate about diversity, inclusion, and mentorship, Wesley is a strategic thinker who thrives on innovation, industry-leading challenger social media strategies, and data-driven decision-making.

Irene Muller, Marketing & Brand Director at Joolz, is transforming the stroller industry with
a focus on authenticity, relatability, and sustainability. She leads a purpose-driven brand that
supports parents by addressing the real-life challenges of parenthood while offering
beautifully designed, durable solutions.

As a keynote speaker at the social media conference, Irene will share how Joolz builds
meaningful connections through transparency and purposeful storytelling. By embracing the
paradoxes of parenthood—joy and exhaustion, love and frustration—Joolz has created a
relatable and inclusive narrative that resonates with parents worldwide.

Irene’s leadership has driven innovative campaigns, leveraging organic social media,
influencer collaborations, and a soon-to-launch Joolz community to foster loyalty and trust.
Her vision extends beyond strollers, championing a promising start for every child and
inspiring parents to embrace the realities of their journey with confidence.

I have worked in social media for more than 14 years. During this time, I have experience leading both in-house and agency teams across a wide range of brands and agencies, including M&S, Primark, Samsung, Volkswagen, Iris, and Tribal Worldwide.

In my current role at Hotels.com, I lead the global organic social media team. My primary responsibility is developing the brand’s content strategy, driving innovation, cultivating loyal communities, and growing brand love.

Scott Gault is the Social Media and Content Strategist for Aer Lingus. He is responsible for bringing the brand’s strategy to life on social. Scott is passionate about brand storytelling and maximizing engagement by creating content that resonates with audiences.

Over 12 years’ experience in social media and influence marketing, both for advertisers and agencies.

Frederikke Pedersen is the Digital & OOH lead in BAT UK at BAT heading up the nationwide activation of OOH, 360 unconventional take-overs, Paid media, Social media & creators, PR and lead for activating our Tomorrowland and McLaren partnerships.

Basically, my job is all the fun stuff! Working in a legally restricted environment calls for creative thinking –  How do you build brand love when you sell nicotine? I’ll let you in on the secrets when I’ll see you at the event.

A career that began during lockdown by creating a viral video has evolved into a social media success story. Starting as a freelancer crafting content for small businesses, Freya then built a reputation for impactful campaigns, leading to a role with a social content agency. There, she worked with renowned brands like John Lewis, Estée Lauder, Charlotte Tilbury, GHD, Google, and Barclays, turning briefs into bold, results-driven campaigns.

Now at lastminute.com, the focus is shaking up the travel industry by bringing to life a social media strategy designed to cut through the noise. By blending creativity, boldness, and data-driven insight, they’ve redefined how a brand can drive awareness and reach, earning spikes of attention that stand out in an oversaturated feed.

In her spare time, she creates eye-catching transition reels for her own social accounts, experimenting with trends and keeping her creative edge sharp. 

Carla is an award-winning Digital Marketer who has spent the last 9 years at Cineworld Cinemas, looking after the Content Marketing Strategy across Social Media, Influencers, Video, and the Cineworld blog. She also leads on CRM, Email Marketing, and Digital Advertising, with support from her incredible team of direct reports, as well as supporting the Ecommerce and Digital Product teams with website marketing and mobile app updates.

In her limited spare time, Carla has a voluntary second full-time job as mother to a brilliant little boy. It’s a very hands-on role with a steep learning curve, and a trainee who needs a lot of support, but it’s her favourite job so far!