Vaniece Baptiste

Named by Grazia as one of five women shaping the cultural industries in 2024, I am a Creator, Culture & Brand Partnerships strategist with 10+ years' experience connecting brands with audiences through talent, storytelling and culturally led campaigns. I have worked across PUMA and Warner Music Group, as well as agency and talent-side roles, giving me a 360 perspective across brand, creator and culture. From global campaigns to grassroots activations, I specialise in building partnerships and ideas that feel authentic, drive engagement and create long-term brand relevance.

I bring a hybrid approach across strategy and execution, plus equally comfortable developing creative concepts, negotiating partnerships and delivering campaigns end-to-end with a strong understanding of how culture, creators and community translate into real business impact.

Senior Talent Agent / Brand Partnerships (Fixed-Term) - FiveThree Agency - London

(2026-01)

• Lead on securing and structuring brand partnerships for a roster of emerging and established talent, driving new business and long-term commercial growth
• Develop and pitch creative partnership ideas, connecting talent with brands across fashion, lifestyle and culture in ways that feel authentic and culturally relevant
• Negotiate and close high-value deals, acting as a key representative for talent across contracts, campaigns and brand relationships
• Build and maintain strong relationships with brands, agencies and industry partners, leveraging network and insight to unlock new opportunities
• Collaborate with talent and internal teams to shape partnership strategies that align creative direction with commercial objectives
• Oversee campaign delivery from brief through to execution, ensuring partnerships land seamlessly and deliver value on both sides

European Entertainment Senior Manager - PUMA - London

(2020-04 - 2025-12)

• Led global and European creator, talent and influencer strategy across music, fashion and sport, driving brand visibility, audience growth and cultural relevance
• Managed high-profile partnerships including Dua Lipa and Davido, aligning talent with brand campaigns, product launches and key commercial moments
• Developed creator-first campaign strategies, ensuring content felt native to platform and culturally credible, driving engagement and long-term brand affinity
• Delivered large-scale campaigns and activations spanning social, retail, live experiences and community moments, reaching multi-million audiences
• Partnered with internal teams and key retail accounts (JD, ASOS) to translate cultural moments into measurable commercial impact and sell-through
• Built and nurtured a strong network of artists, agents and cultural gatekeepers, positioning the brand at the centre of youth culture
• Established frameworks for talent selection, campaign planning and performance tracking across multiple markets
• Led global seeding and talent engagement strategies, balancing paid partnerships with organic advocacy to maximise reach
• Spearheaded grassroots initiatives (e.g. Notting Hill Carnival), growing into official brand partnerships through long-term relationship building

Brand Partnerships Manager - Warner Music Group - London

(2016-04 - 2020-04)

• Led brand and artist partnership strategy, connecting global talent with fashion, lifestyle and commercial brands
• Identified and secured strategic partnerships aligned with key cultural and commercial moments including releases, tours and campaigns
• Developed creative concepts integrating artists into brand ecosystems across content, social and experiential
• Managed end-to-end campaign delivery including shoots, events, launches and content production
• Built strong relationships with brands, agencies and creative partners, positioning artists as influential voices within culture and storytelling
• Acted as the bridge between artist teams and brands, ensuring alignment across creative, commercial and audience objectives
• Delivered partnerships that increased visibility, engagement and cross-platform reach for both artists and brands
• Monitored cultural trends and emerging talent to inform partnership strategy and unlock new opportunities

E-Commerce Marketing Executive - Vivienne Westwood - London

(2013-08 - 2016-04)

• Managed e-commerce operations, performance reporting and digital campaign execution
• Analysed sales data and customer behaviour to inform product and marketing strategy
• Managed online content updates and campaign execution across digital channels

BA - International Business - London Metropolitan University (2010 - 2014)

A Levels - Government and Politics, English Language & Literature, Business Studies - St Francis Xavier 6th Form College (2008 - 2010)

GCSEs - Virgo Fidelis Convent Senior School (2003 - 2008)