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    Looking for work that matters? Explore careers at Edelman and join a global team committed to shaping conversations, building trust, and driving change.

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    Whether you're looking for strategic guidance or specific expertise, our team is ready to help. Contact us to explore how Edelman can partner with your business.

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    LONDON, 6 October 2026 – Edelman today announces the appointment of Flora Reynolds as Head of Creator Marketing, UK, reporting to Jo Burford, Head of Creator Marketing, EMEA. The appointment comes as Edelman continues to invest in Creator globally as a key driver of marketing, communications and brand relevance.

    Reynolds joins Edelman from Meta, where she served as Creator Strategy Lead, EMEA, leading creator strategy and creative production across the region. Prior to Meta, she spent more than five years at TikTok, working across Creator and Partnership Solutions.

    In her new role, Reynolds will lead Edelman’s Creator offering in the UK, working with teams across the business to develop culturally relevant, creator-led programmes that drive measurable business impact for clients. As audiences increasingly turn to creators as trusted sources of news, information and influence, Creator is becoming integral to how brands navigate culture, reputation and growth. Reynolds will work alongside Edelman’s creative, corporate, social and other specialist teams to bring that expertise together around clients’ increasingly complex challenges.

    “Flora brings a powerful combination of creator, platform and strategic experience to our UK business,” says Julian Payne, CEO, EMEA, Edelman. “Having worked at the heart of both Meta and TikTok, she understands how creators are reshaping the way people discover and build relationships with brands and culture. As we continue to grow our creator offering for our clients, Flora will allow us to deliver ideas that earn attention, build trust and move businesses forward.”

    “Creators are no longer just a channel for brands – they’re a powerful force in how brands build relevance, trust and connections with audiences,” said Reynolds. “What excites me about joining Edelman is the opportunity to build a strong Creator community in the UK and bring creators and brands closer together in ways that lead to more impactful, strategic partnerships.”

    Reynolds will also play a key role in further strengthening Edelman’s Creator network in the UK, deepening relationships between the firm, creators and brands. Edelman UK has increasingly invested in bringing these communities together through creator-led programming, most recently with an AI Creator mixer connecting emerging voices in the space with brands.

    Reynolds started her role on 5 October and is based in Edelman’s London office.

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