About Me
Jo Burford is a leading expert in the creator economy, recognised for her innovative contributions and deep understanding of creator culture. Beginning her career in television, Jo moved into the creator space in 2012 when she joined Talenthouse; one of the first platforms to build creator communities and broker groundbreaking collaborations between creators, brands, and global artists. She went on to join Twitter/X in 2015 where she continued building brand partnerships with creators and launched the UK's first-ever Vine conference in 2015, continuing on until the platform's closure in 2017. She subsequently held senior leadership roles at global creator agency Whalar where she furthered her experise in sponsored content, and then in 2023 she joined TikTok to led the UK, Ireland and Nordics Creator team, spearheading the creator engagement strategy for BookTok, The Olympics, Eurovision, TikTok Awards and the TikTok Festival of Creativity. Today, Jo is Head of Creator at Edelman, leading the agency's creator and influencer strategy across EMEA. With more than a decade of experience shaping the creator economy from its earliest days, she partners with brands to develop next-generation creator capabilities and unlock innovative ways of collaborating with both B2B and B2C creators, driving meaningful engagement and delivering cultural relevance for Edelman's clients. Jo then joined Twitter, where she worked on branded content with Viners and was responsible for launching the first UK Vine conference in 2015, which she continued to lead until Vine's closure in 2017. Following her time at Twitter, she took on leadership roles at global creator agency, Whalar and then at TikTok, leading the UK, Ireland and Nordics Creator team.