OLIVER UK names Eloise Smith Executive Creative Director to Drive Creative and AI Innovation

Nov. 20, 2025

OLIVER UK, part of The Brandtech Group, has announced the promotion of Eloise Smith to the role of Executive Creative Director, reinforcing its commitment to delivering world-class creativity and innovation for clients.

Smith is stepping into the new, expanded role following nearly a year-and-a-half of successfully driving creative excellence for OLIVER’s biggest global in-house team.

In her new, broader role at OLIVER UK, Smith will work to elevate creative output across the agency’s 100+ UK clients, including household names such as Boots and Barclays. Reporting into Rod Sobral, Global Chief Creative Officer, OLIVER, she will manage a 200-strong creative and design department, with a focus on AI upskilling.

Smith is an award-winning creative leader with expertise across the entire customer journey – from brand platforms and TV campaigns to social and e-commerce – and has won accolades across film, digital, social, radio, experiential, retail, web build and AI. Her appointment marks a significant step in OLIVER’s mission to combine creativity with cutting-edge technology.

Previously, Smith led Amazon’s award-winning in-house creative department across EMEA, creating high-profile TV and social campaigns for brand, retail and Prime, launching Amazon Groceries in the UK and repositioning Alexa for Germany.

Her agency experience includes senior creative leadership roles at MullenLowe and Lowe Profero, where she directed the award-winning digital transformation of Primark and delivered ground-breaking AI innovation for Diageo before the technology became mainstream.

Beyond her professional achievements, Smith is a published author, Oxford graduate and former Olympian – bringing a unique blend of creativity, strategy and resilience to OLIVER’s leadership team.

Rod Sobral, Global Chief Creative Officer, OLIVER, said:

"Eloise has a track record in building the world’s most iconic brands through AI-driven creativity, storytelling and culture-shaping ideas. Her leadership and energy will be key to transforming our UK brands’ marketing from the inside out. I’m thrilled to have her on board."

 

Amina Folarin, CEO, UK Group, OLIVER, added:

“Eloise’s appointment reflects our ambition to continually elevate creative standards while embracing innovation. Her track record in building iconic brands and her passion for integrating AI into creative processes make her the perfect leader for this next chapter."

 

Eloise Smith, Executive Creative Director, OLIVER UK, concluded:

"I’m stoked to be working with Rod, Amina and the Brandtech Group to push OLIVER UK forward. With Pencil – the best AI aggregator in the market – and our AI talent giving us a serious edge, we can help clients rethink their marketing from the ground up. Here’s to an exciting 2026."