Fiona Macpherson

Originally born and raised in Germany, I have been calling the UK my home for the past 9 years. I completed my studies in Scotland and I have been working in London ever since. In my early career stages I saw myself mainly working in the world of the PR industry, which back in the days also compromised Influencer Marketing. Since then I have been lucky enough to specialise in Influencer Strategies for companies such as Charlotte Tilbury and Farfetch. Over the past 2 years, I have been solely responsible for performance-based influencer marketing, using data to create effective, transparent and cost-efficient campaigns. I am now also the Influencer Marketing Lead at Wild, overseeing a team of six - soon to be nine team members.