Jo Burford

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, where she continued brand partnership and also launched the UK's first-ever Vine conference in 2015, continuing to lead it until the platform's closure in 2017. She has subsequently held senior leadership roles at global creator agency Whalar where she furthered her expertise in creator branded content. In 2023 Jo joined TikTok to led the UK, Ireland and Nordics Creator team, overseeing the creator engagement strategy for #BookTok, Pride, The Olympics, Eurovision, TikTok Awards and the TikTok Festival of Creativity. Jo is now 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 clients to develop next-generation creator capabilities, create meaningful engagement and deliver culturally relevant work for Edelman's clients