Head of Games & Creative Industries, Barclays
Elaine's career has been centered around advertising and brand strategy, with extensive experience spanning the games, entertainment, sports, and finance industries. Currently, she leads a specialist team at Barclays focused on games and creative industries, steering the bank's strategy and implementation, for these sectors in the UK and globally.
Her primary focus is to identify opportunities where Barclays can enhance support for these industries, facilitating their growth beyond traditional banking services. Elaine is particularly passionate about the creativity and innovation inherent in UK games businesses. A significant portion of her time is dedicated to supporting indie developers in expanding their enterprises through mentoring, introductions, and opportunities to showcase their games.