In Conversation: Creator Marketing

Join us as we get honest about creator marketing - what actually sells food, and what's just good content with great optics.

For this session, we’ll be joined by Tamara McCleary, with the conversation hosted by Meena Sadasivan.

About the event:

You've seen the content. The aesthetic flat lay photography, the "honest" taste tests, the founder going viral on a Tuesday. But does any of it actually sell food?

At this Mission Kitchen talk, we're cutting through the noise with people who have been on every side of the industry - agency, brand, publisher, and know exactly how creator marketing works when it's done well, and why it quietly fails when it isn't.

60 minutes of honest, structured conversation followed by open Q&A. Networking to follow with food and drink - bring your questions, your curiosity, and come hungry!

What we'll cover:

• Can creator marketing genuinely sell a food product, or is it mostly brand awareness with good optics?
• AI food imagery is getting very convincing very fast - does it change what creators are actually for?
• UGC platforms, gifting, free reviews - useful tools or a race to the bottom?
• Founder-led content vs. outsourcing to creators - when does each make sense?
• How do you approach a creator and brief them>
• The mistakes food brands quietly make that waste budget and goodwill

About The Speakers:

Tamara McCleary:

Tamara has spent over a decade at the intersection of culture, creators and commercial outcomes, working across agency, brand and publisher sides in a way that gives her a genuine read on how the industry actually operates - not just how it looks on a brief. She has led award-winning integrated campaigns and currently manages globally scaled influencer work with major brands and agencies. Her casting and talent instinct spans FMCG, Fashion, Tech, Sports and beyond, with a track record of work that cuts through culturally while still landing within structured, high-expectation client environments. She knows how to find the right creator, make the case internally, and get it made. She has worked with brands across the food space - Disney Baking x Monoprix, Gymkhana x Sainsbury's, Oasis Drinks, KFC and more.

Tamara speaks at the Global Influencer Marketing Show, is recognised as one of HP30's Trailblazing Women in Influencer Marketing, guest lectures at Russell Group Universities and is strongly endorsed by the senior clients and teams she has led, most recently as Head of Creative.

Meena Sadasivan:

Meena is an Influencer Executive at Coolr, currently working with brands including Compare the Market and Müller to connect them with the right creators and communities. With four years of experience in community building, brand activations and events, she has delivered campaigns for brands including Meta, Sainsbury’s, Lloyds Bank and Wray & Nephew. She has a passion for connecting brands to culture and the communities that power them.

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About 'In Conversation' Events:

Join us for some lively discussion about the highs and lows of making it in the food business world.

At these talks, the UK's leading voices will be sharing their food business and innovation stories, and much of their expertise and valuable lessons and insights.

This is an open session for aspiring food and drink founders or any curious minds within the industry, where we encourage participants to get involved, ask questions and apply ideas to their own projects and businesses.

Ticket includes access to the in conversation with, networking and post-talk food and drink.

Please note that this is an in-person event.

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