Hollie Heffernan is a brand and growth leader specialising in scaling culture-first DTC businesses. As Head of Brand at Treatwell, she’s reshaping how Europe experiences hair and beauty across 15+ countries – from modernising the brand to building high-impact creative teams and partnerships that genuinely move people (and numbers). Spending the last decade across high-growth brands including ZOE, Hive Home and Treatwell, Hollie blends sharp creative instinct with commercial rigour, with deep expertise in beauty, wellness, nutrition and women’s health. Social-native by background, she believes brand relevance is won in culture, not channels – building social-up strategies, creator ecosystems and celebrity partnerships that spark conversation, not just impressions. Her philosophy is simple: brands that move culture, win.