Elle (Eleanor) is a former journalist, advertising creative and media expert turned peer-to-peer marketplace obsessive. She worked in award-winning agencies before becoming a freelance features writer for world-renowned media groups such as the Guardian and the BBC – as well as a wealth of glossy magazines and websites – commentating on health, society, tech and lifestyle. In 2016 she co-founded RUDE, the first communications agency to focus on the sharing economy.
She is now Director and ‘Gang Leader’ of GangHut, the only marketing agency specialising in peer-to-peer marketplace platforms. Passionate about the potential of P2P to democratise individuals and empower communities, Elle is originally from Oxford and was educated at Edinburgh University, where she now lives. She divides her time between the Scottish capital, London and beyond, thanks to her consulting work, global speaking appearances and GangHut’s international client base.
Elle's media consultancy is specifically aimed at sharing economy founders and entrepreneurs, thanks to her position right in the centre of all things 'peer-to-peer'. She gets that in this world, the rules of engagement are different, so she draws on a decade of experience as a successful journalist, another decade as a creative in marketing and advertising, and adds five years at the heart of the global sharing economy into the mix, to deliver a one-of-a-kind offering.
She can help you create a ‘thought leading’ media presence that reflects you and your sharing economy startup, and show you how to attract press interest and build credibility and awareness for your brand. She does this, not just by sharing ideas, but by busting the myths around media coverage and providing actionable steps, insider tips and a clear road map – to shorten the timescale of what you hope to achieve. Clients call her their 'secret weapon'.
Live webinar in partnership with Besedo
Elle teamed up with Besedo, the marketplace content moderation experts, for a webinar alongside Sigrid Zeuthen, Besedo Global Marketing Manager, on how to increase the reach and visibility of your marketplace by understanding audience motivations and using the right messaging. Elle talks about the importance of education and trust when developing messaging hierarchies and explores the complexities of reaching the two or more sides of a sharing or gig platform. The webinar was live but you can listen to a recording here.
'Gigging: Everything & Sharing Economy' podcast
Elle has been interviewed by Mark Peterson on the ‘Gigging: Everything & Sharing Economy’ podcast. In the interview, she provides insights on how to launch and grow peer-to-peer platforms in the sharing economy, including how to solve the proverbial “Chicken and Egg” problem. She also speaks to the mindset shift that is taking place as a result of the COVID-19 pandemic. The global shelter-in-place orders have helped flatten the curve have also inspired more people to download shopping apps and sign-up for video conferencing platforms like Zoom.
The 2020 Sharing Economy Global Summit
Elle has been announced as Chair of the steering committee for the 2020 Sharing Economy Global Summit. The event is the first of its kind to bring together sharing economy industry groups and their members from all over the world and will take place at Lloyd's of London on February 5th-6th. It will consist of two days of education, networking and information sharing focused on risk management and legal strategy for global marketplace and sharing economy startups. Read more about the event here.
Elle was talking trust and education in marketplace marketing at Paybase in the fourth in their series of collaborative workshops, co-hosted with GangHut. The audience was an engaged marketplace crowd, and Elle was followed by guest speaker Graeme Risby from Hiyacar talking about what has worked for his carshare platform. Paybase’s Jessy Conflon also talked about digital marketing, then GangHut’s very own Mike Monteith shared his thoughts on creating marketplace marketing campaigns.