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In Depth

Scoota

Could adtech marketing be something people genuinely wanted to read?

Most adtech marketing sounds the same. Plenty of promises claim it's seamless and scalable, with long feature lists meant to pass for insight. If you compare three vendors, it's difficult to spot the difference. 

At Scoota, I focused on global B2B marketing and editorial strategy. The goal was to rethink how the company talked about AI, dynamic creative, and audience attention. Instead of treating marketing as corporate communication, I approached it as media—asking what ideas and perspectives would actually matter to readers. I treated it less like corporate communication and more like media.

Scoota Hoota, the newsletter, is the best example. I turned it into an editorial product built around the questions the industry was actually thinking about—like AI, creative coherence, audience fatigue, platform culture, and the future of online attention. This approach shaped everything from campaign narratives to LinkedIn posts, social content, events, case studies and sales materials.  What I found most rewarding was seeing how editorial thinking can actually make B2B marketing better. 



Results in numbers 


We Hate Pink


A transfeminist media and cultural platform between the UK and Italy.

We Hate Pink is a transfeminist community I founded for women and non-binary people working in media, creativity, advertising and tech.

It started with a simple frustration. The industry celebrates diversity loudly on stage, then quietly reproduces burnout, exclusion and precarity behind it.

It has since grown into a platform for events, publishing and cultural programming. It sits somewhere between independent media, community building and cultural research. I lead strategy, programming, partnerships, and editorial direction. We cover AI and invisible digital labour, gender and creative work, online culture, burnout, and who gets represented in advertising and tech, and who doesn't. Events have run across Italy, and editions in London and Milan are coming up.

Less polished networking, more honest conversation about the systems that shape creative work. It's also where I learned that storytelling can do more than sell ideas; it can build spaces people actually want to be in.




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