Sadie Jones

Sadie Jones is Senior Social Media & Influencer Manager at George at Asda, one of Britain’s largest and best-known value-fashion brands, available through more than 580 stores and online. She leads the brand’s overarching social and influencer strategy across organic, earned and paid channels.

With more than a decade of experience, Sadie has previously held senior global roles at Superdry and Primark, developing social-first content strategies, creator partnerships and high-performing international teams. At Primark, she helped grow the brand’s global social community from 10 million to 20 million followers across the UK, Europe and the US.

Presentation Title:
"Scaling Creator Programmes Without Losing Trust, Quality, or Control"

Almost every brand can launch a creator programme. Very few know how to scale one.
As investment grows, the cracks appear fast: quality drops, creators burn out, trust erodes, teams lose control, and what once worked begins to plateau.

This session explores what scaling actually means in the creator economy, and why it has far less to do with hiring more creators or increasing spend than building the right infrastructure, processes, and frameworks.

Drawing on experience from global brands and mature creator programmes, Sadie will unpack:
• Why follower-count-based scaling fails
• How creator ecosystems need different roles, not bigger lists
• What breaks first when scale is approached tactically
• How brands maintain creative quality while expanding output
• Where control should be held (and where it should be let go)
• Why investing in creator enablement often delivers more than paying higher fees