George is the Marketing Strategy Director at giffgaff, where she leads brand strategy, insight, ESG, media, and planning. A passionate advocate for responsible marketing, she plays a key role in embedding sustainability and purpose into the brand’s direction — including supporting giffgaff’s journey to becoming a certified B Corp. George brings a strong track record of commercial and strategic leadership, with previous roles across the Dixons Carphone Group in both UK and international markets. She is a proud member of WACL, sits on the Global Academy Industry Board, and mentors emerging talent with a focus on equity and future-ready leadership.