Meet the Hot 30: Palmer, Creator Marketing Coordinator at Logitech

Meet Palmer, Creator Marketing Coordinator at Logitech and one of our Pepper Hot 30 UK 2026 winners.

Having built her early career through social media internships at brands including Shiseido and Drunk Elephant, Palmer joined Logitech before she'd even formally graduated. Now, she works across creator relationships, organic social and paid campaigns, helping turn creator content into work that gets people talking.

We caught up with Palmer to talk about why conversations matter more than passive viral views, building creator communities IRL, what brands can learn from founder-led TikTok accounts, why retention will become an increasingly important KPI and why social could actually become more offline in 2027.

What drew you to your role at Logitech and what is your day-to-day?

While graduating from university, I was searching for the perfect grad role on LinkedIn. All of my previous internships had been specifically in social media, including working at Shiseido and Drunk Elephant, but I didn't want to be pigeonholed.

I was eager to explore other parts of the marketing pipeline, like creator marketing, so I took a long shot and applied even though I assumed they'd want someone with prior formal creator marketing experience. The job description covered everything I wanted to learn, and when I interviewed, I immediately fell in love with the team.

It turned out to be perfect timing - I was actually able to start working four to five months ago in May, right before I even formally graduated, which was a unique opportunity.

My current formal title is Creator Marketing Coordinator. My day-to-day involves managing relationships with agencies, approving content that goes live on our organic brand TikTok page and sometimes on creator pages, and collaborating closely with our social and creative teams to support paid campaigns for new product launches.

A lot of my time is spent ideating what content will work best, monitoring performance and making sure we have creator content loaded and ready to go.

What’s been your biggest win or proudest moment in your current role so far?

A very recent win happened just this week!

YouTube rebranded its logo to a keyboard and released a featured homepage playlist of Shorts focused on desk refurbishments and upgrades. A creator that my co-worker Kier scouted and I seeded was featured right on YouTube's homepage playlist.

It got over 12,000 organic, unboosted likes, which was a huge "pinch me" moment. Seeing our collaboration featured on the front page of YouTube during such a major rebrand was so exciting that I immediately shared it in our wider marketing group chat.

Which social platforms are you seeing the most success with right now, and what do you think is driving that?

Instagram is currently our top-performing platform. It allows us to innovate with trending content while balancing it with educational posts, which really resonates with the demographic there.

TikTok is a completely different beast - it's fickle and naturally anti-brand. While I personally prefer working on TikTok because of that challenge, Instagram gives us our most consistent success.

That said, I think founder-led brands like Rhode execute TikTok exceptionally well because they know their audience, aren't afraid to participate in off-brand trends authentically, and function essentially as a person's TikTok page that happens to represent a brand.

What’s one piece of work you’ve been involved in recently that you’re particularly proud of?

Working at CreatorFest.

My colleague Kier took the lead and facilitated an incredible booth, but being there on the ground to participate and network with nearly 2,000 creators was a massive step in building our creator community.

It felt amazing to have creators come up to us and say we were their favourite booth, or be genuinely surprised by Logitech's latest tech-lifestyle products. Capturing that real-time surprise on their faces made all the hard work worth it.

What’s something you’ve learnt in your current role that has changed the way you approach social?

Through my past internships, like working at Drunk Elephant, I realised that view counts and specific engagement rates, like promising a 5% engagement rate to leadership, can never be guaranteed.

What I've learned is that conversions don't happen in top-of-funnel awareness; they happen in conversations between friends.

Now, instead of chasing passive viral views, my focus is on stirring genuine conversation through content that drives shares and saves.

What’s exciting you most about social media at the moment?

The constant evolution and newness of platforms.

Emerging spaces like Substack and Lemon8 are on the rise, opening up a whole new horizon of audiences to learn about and conquer beyond established platforms like Instagram, TikTok and Facebook.

What’s your biggest prediction for social media in 2027?

I predict things are going to become much more IRL.

As mental health awareness grows, people are going to make a conscious effort to log off more.

To connect authentically, brands will have to shift budgets towards old-school physical interactions - interactive experiences, physical activations and "tourist attraction"-style out-of-home setups, similar to the viral Spider-Man subway campaigns, but physically real, that give people a way to connect in the real world.

What do you think brands and social teams will be talking about this time next year?

Retention.

The main talking point will be how to keep audience attention, boost video completion rates and ensure viewers actually click through rather than scrolling past.

Audience retention rate is going to become a vital KPI.

What’s one piece of advice you’d give to someone looking to build a career in social?

Never stop being curious, and never think you're too senior to ask questions or reach out to people.

My biggest career hustle has been cold-messaging people on LinkedIn whose job titles I aspire to have, offering short, genuine messages asking to grab a coffee or hear about their journey.

Learning from others' experiences is invaluable.

And a side tip: LinkedIn Premium is 100% worth the money!

We know great social is always a team effort. Are there any members of your team you’d like to give a shout-out to by name in your Hot 30 article, and what would you like to recognise them for?

I'd love to give a shout-out to my direct creator team: Nataly Kyriacou, Mary Peppi, Keir Churchill and Kaye Lau, who just joined us. They are truly the people who make the wheels turn on the creator marketing side.

I also want to recognise Ryan Ford and Blandine Moyano from the social media team. They are our partners in crime on the social side who ensure we have everything we need, maintain high quality and keep content running on time.

Why Palmer Made the Hot 30

Palmer represents an exciting new generation of social and creator marketers who are questioning the metrics and working practices the industry has traditionally relied on. Her belief that meaningful action happens through conversations between people, rather than passive viral views, particularly stood out to us.

We were also impressed by the breadth of her thinking - from building creator relationships in real life and experimenting with emerging platforms to recognising retention as an increasingly important measure of content quality. Combined with her curiosity and willingness to keep learning so early in her career, Palmer represents exactly the kind of fresh thinking we wanted the Hot 30 to celebrate.

You can read more about the Pepper Hot 30 UK 2026, meet the full list of winners and find out more about the initiative here.