Joe Friend is the Director and Co-Founder of Pepper, an award winning creator first social media marketing agency. With 10 years of experience in commercial radio, Joe has adeptly transitioned his skills from traditional media to influencer marketing. His guiding philosophy emphasises treating influencer marketing as a media space, where brands can buy their target audiences through content creators who share compelling content.

Under Joe’s leadership, Pepper has won many awards by harnessing the power of influencer marketing as a key player in driving performance and customer retention for a diverse portfolio of global clients including industry giants like Google, Financial Times, Disney and Samsung. As one of the fastest-growing independent social media agencies, Pepper is known for executing innovative campaigns internationally, solidifying Joe’s reputation as a visionary leader in the marketing landscape.