Alison Thorburn has earned praise across adland for her ability to forge innovative partnerships and channel capabilities, revolutionising EE's approach to engaging both current and future customers and taking traditionally broadcast channels and making them addressable. Bringing major players like Google, Meta, Amazon, Spotify, TikTok, and others into collaborative orbits, Alison's adeptness extends to orchestrating complex, remote, and diverse teams, overseeing a multi-million-pound digital media operation with resounding success in driving sales, customer lifetime value (cLTV), and engagement KPIs across multiple brands.