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Team
Sally Weavers
Sally is the co-founder of Craft with over 30 years experience covering all disciplines from creative, branding and media. Sally is a member of WACL, regularly features in Campaign's top 10 planners and is a mentor to many people starting out in the industry.
Jenny Jones (nee Smith)
Jenny is the co-founder of Craft Media, with 25+ years of experience in Media agencies in both local and global roles. She has been awarded UK Top 10 Planners over numerous years and has judged Cannes Lions, D&AD, Campaign & Media Week Awards. She is a passionate advocate for our industry. She is also the co-founder of networking event 5-7 to help female clients connect and network with each other.
Sam Fowler
Sam is the CSO of Craft Media, and occasional office handyman. His approach to work is consistent curiousity, with an enthusiasm for simplifying problems in different ways with his clients and colleagues alike. Sam holds an IPA Diploma in the Future of Brands, is an APG course tutor. Outside of the day job, Sam sits on the board of Peckham Town Football Club.
Yewande Ogunkoya
Yewande is a Managing Partner at Craft, joining after working at WPP agencies internationally. A natural leader, she enjoys building strong teams and brings a lot of positive energy and momentum to her work. At Craft, she heads up the 'Better Business' practice, overseeing the company’s impact on Environment, Employees, and Community.
Jack Winter
Jack is the Head of Comms Planning at Craft Media. He enjoys figuring out what makes people tick, and then coming up with interesting comms ideas to grab their attention. Jack judges industry awards, and was named in the Media Week 30u30 list in 2022. You'll find him talking shop and making terrible jokes on the Media Freak Podcast, or losing his voice at a Millwall game.
Hannah Brady
Hannah is a Strategic Business Consultant at Craft, with 10+ years experience in media spanning FMCG, Retail and B2B. Having moved to strategy 4 years ago, she blends her love of reading with comms strategy to create compelling narratives through her work and commission thought pieces about topics trending in culture today. She loves a therapeutic jog listening to a good music mix or podcast.
Charlotte Netherwood
Charlotte is a Strategic Business Consultant at Craft with 12+ years in media ranging from planning and buying, digital and now strategy. A self confessed numbers geek, she loves simplifying complex client challenges through the use of data. Having grown up overseas, she loves exploring new places - almost as much as her moggy cat Wallace.
Greg Newman
Greg is a Strategic Business Consultant at Craft. With 14 years' experience across a range of disciplines and with clients of all shapes and sizes, from the industry's biggest hitters to its newest arrivals. Greg loves problem-solving and people-watching in equal measure, and his work has won multiple awards through his career.
Rachel Fletcher
Rachel is a Business Director who loves tackling client’s problems head on, delivering solutions that work. Rachel has honed her planning skills on some of the biggest brands in the UK across Telco, FMCG, Entertainment and Retail. She has a passion for fashion and interiors, both influenced by her love for all things western.
Alistair Hornsby
Alistair is a Comms Strategist with experience spanning grocery, fashion, CSR, alcohol, finance, tech, manufacturing, and start-up, scale-up, and established online brands. With a foundation in Anthropology, he uses a holistic approach, blending qualitative and quantitative data to understand businesses, products, and audiences, crafting strategies that inspire meaningful behavioral change.
Zoe Stevens
Zoe is a Comms Planning Director with a keen interest in uncovering audience nuances to guide comms recommendations. She has experience bringing brands into the world of above the line media for the first time to uncover the power it can have for a business. In her spare time, Zoe is a dance teacher with a passion for musicals (specifically Mamma Mia) and pop culture.
Hadyn Millar
Hadyn is a Senior Planning Manager who started his career at Craft back in 2022. Crafty from the ground up, he's passionate about finding the insights that have seismic effect. Outside of work, he's big into his books, movies & gaming - with the odd swim or boulder chucked in.
Jack Palmer
Jack is a Planning Manager who joined Craft in 2022, following an undergrad in French & Italian and a masters at business school, since when he has worked on clients including BT, Twinings, Interflora and Deloitte. With a great enthusiasm for collecting enthusiasms, he's proudest of his Spotify playlists, his top 100 London pubs list and his dreadful cricketing record.
Mya Patel
Mya is a Planning Manager at Craft, joining as part of the Intern Programme in 2022. An English Lit graduate with a love of film (especially Bend it Like Beckham & K3G) Mya has a keen interest in finding interesting ways to connect the audiences central to planning with wider culture. Determined to tick off her London bucket list, Mya can be found at gigs (often not always) or at a gallery (excellent people watching content).
Hattie Sumner
Hattie is a Planning Manager who joined Craft in 2022, after a 4 year stint at Newcastle University, culminating in a lot of good memories and a Masters degree from Newcastle University Business School. She has since worked with a range of clients, including BT, Loveholidays, and Deciem. Hattie has a keen interest in finding niche audience insights, and loves to work alongside other insight nerds!
Theo Rubins
Theo is a Planning Manager who joined Craft in 2023, following a Marketing university degree with a sandwich year at Publicis Media working on P&G's hair and skincare brands. He's very into his fashion and sport, having started a personal shopping company selling clothes and shoes to players of his not-so-impressive football team, QPR.
Mimi Okorie
Mimi is a Comms Planning Director delivering audience and culture first media strategies. She joined Craft in April 2025. With a Master’s in Media, Society and Culture, she brings deep planning rigour to her work while championing greater representation in the industry as a member of the Advertising Association’s All In Black Working Group. In 2023, she was recognised as Campaign Media’s Rising Star. Outside work, she’s into exploring the London music scene and is an avid Pilates goer.
Lily Simpson
Lily is a Senior Planning Exec, who joined Craft in 2024 after taking part in the Intern Programme. Since getting her degree in English Literature with Creative Writing at Newcastle, she’s had a keen interest in how cultural shifts and attitudes affect the way we consume media, and is keen to use this on client work whether that be Twinings or Wagamama. Outside of work she’s into all things ballet, film and pop culture!
Annabel Clements
Annabel is a Senior Planning Exec who joined Craft in 2024, armed with a Sociology degree from Newcastle and a natural curiosity for what drives human behaviour. She’s passionate about decoding cultural trends and turning audience data into compelling, insight-fuelled stories that stick! Outside the office, you’ll find her chasing new cultures through travel, sampling every food spot recommended to her, painting/sketching outdoors, or dancing away at festivals
Danielle Barrett
Danielle is a Senior Planning Manager who joined Craft in August 2025, bringing with her a Master’s in Marketing and a deep curiosity about consumer behavior. Passionate about understanding how and why people consume, she thrives on developing innovative ways that connect brands with their audiences. Outside of work, Danielle is a self-confessed foodie who takes pride in curating an ever-evolving restaurant review list, as well as loving to chat about all things pop culture.
Katie Forenander
Katie is a Business Director, with over 14 years experience working in various roles in both the UK and Australia. She is excited about all things strategic planning and finding innovative solutions that help brands grow. She loves creating energetic and collaborative working environments that help great work flourish. Outside of work she’s either snuggled up with her giant cat Roy, or busy running her passion project, a Sri Lankan pop up restaurant!
Freddie Price
Freddie is a Planning Manager at Craft, rejoining the team in 2025. He's had 4 years in the industry, starting out as a Junior Strategist before moving into Media Planning. Studying philosophy at King's College London opened up his curiosity about the biggest questions in life, and now, he loves to apply that sky high thinking to his work in media, taking a rounded and meaningful approach to his planning. Outside of the office, he's a keen bartender and cultural aficionado, with a deep love for the arts.
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