In 2020 Gemma co-founded entertainment company Free Turn. With offices in London and LA, Free Turn is at the heart of the transformation taking place in the global entertainment, content and advertising businesses.

Before Free Turn, Gemma held a variety of leadership and growth roles in the advertising industry, across all disciplines including advertising and brand, media, PR, activation and experiential. Most recently she was part of the executive committee responsible for building WPP’s flagship activation business and brand in the UK.

Previously Gemma worked as a consultant with agencies looking to build their reputation, turbo-charge their growth and win new clients. She cut her teeth at Ogilvy & Mather driving new business and marketing there for almost a decade. She’s been recognised by Campaign magazine as a ‘Woman of Tomorrow’, an award designed to "recognise and champion the exceptional female talent working for agencies, media owners and client companies", published by The Drum and Chair of industry Institute of Practitioners in Advertising’s Growth & Marketing Board.