Joe Friend is a co-founder of Pepper Agency and Director of Finfluencer, establishing himself as a recognised innovator in influencer marketing. He also brings over a decade of experience from commercial radio into the digital creator space.
Throughout his career, Joe has championed data-driven, audience-focused campaigns that deliver measurable results while preserving creative integrity. His expertise bridges traditional media principles with the dynamic demands of the creator economy, enabling brands to engage meaningfully with communities at scale.
His work at Pepper has helped creators and brands form partnerships that are both commercially effective and culturally relevant, demonstrating how influencer marketing can be leveraged as a powerful growth engine.
Joe continues to show that strategic thinking, audience insight, and creator collaboration can transform digital influence into tangible business outcomes.
