Valentina Culatti only joined Snap as director EMEA creative strategy and global production in June 2023 but already feels like a “veteran”. Perhaps this is testament to the fast-moving growth of the business, which has over 850 million monthly users – a number that is increasing rapidly on a daily business.

Having cut her teeth at innovation production studio Unit9 and later at Meta’s Creative Shop, Culatti believes that it is this mixed portfolio of experience that appealed to Snap. “I think I was brought in because I have this profile that connects innovation, creativity and business acumen,” she explains. “That is something I have developed and crafted as I progressed in my career. So I think it was very much for me to elevate the thinking of the teams that I’m leading with a mindset that sees creativity as problem solving, creativity as something that makes a difference.”

Culatti’s team are tasked with working with brands to deliver experiences on the platform which both “solve clients’ problems but also engage the community”. This is no easy feat – as with other platforms that are community based, it can be difficult for brands to show up in ways that are “authentic”, but this is vital.