George is a dynamic leader with over a decade of pioneering experience in the creator economy, specialising in culture and entertainment. He has previously held roles at Frank PR, ASOS, and TikTok.

At TikTok, where he spent five impactful years, he was instrumental in elevating the platform to a cultural phenomenon, initially leading community growth and later overseeing community programmes and creator events that fostered creativity and diversity.

George led efforts and collaborated with teams to activate significant partnerships with prestigious organisations such as the Eurovision Song Contest, the British Fashion Council, UEFA Euros, Team GB, and the United Nations. He also played a pivotal role in launching the #BeYourOwnBoss entrepreneurship programme, in partnership with the Purposeful Project.

George's commitment to diversity and inclusion shaped all the initiatives, making them cornerstone events shaping culture globally. A visionary at merging culture with innovation, he has set new standards in digital cultural expertise, pushing the boundaries of the creator economy and championing diversity to define the cultural zeitgeist.