Sophie Booth has spent over a decade working out why people share things, what makes audiences actually move, and how brands can be part of the conversation rather than interrupting it. Starting her career at the NFL at a time where the leagues international expansion was moving from a travelling spectacle to a 365 day annual operation with true equity as an international sports league, she worked in event retail, licensing and brand partnerships before finding her home in influencer strategy. As Influencer Growth Director at Brainlabs, she built data-led campaigns for 45+ global brands across travel, fashion, and sports. She's a Global Rising Star award winner, a two-time industry keynote speaker, and someone who believes the best influencer work always starts with an uncomfortable question: does this audience actually care?