Caroline Pay

Caroline is a dynamic and inspiring creative leader with a huge breadth of experience, both on the brand-side and at many of the industry’s top agencies. As Chief Creative Officer of Dentsu Creative UK, her remit includes building a culture and ways of working that unleash creativity across all of the network’s capabilities.
Prior to joining Dentsu Creative UK, Caroline was CCO of wellness brand Headspace in California. Influential across all parts of the business, she headed up brand and product design, design research and all marketing and creative output. From partnering with the likes of Nike, Disney, Microsoft, Spotify and Waze, to creating their hit Netflix series and award-winning podcasts, and from launching the Healthy Happy America activation, to influencer campaigns with John Legend and Raheem Sterling, she was instrumental in Headspace becoming the world’s leading wellness brand.
Previously, Caroline held senior positions at some of the UK’s top agencies, including Grey London, where she was joint CCO with Vicki Maguire and worked closely with Dentsu Creative UK CEO Jessica Tamsedge. At BBH London, as deputy ECD, she led the Tesco account, helped run the 120-person creative department and established Black Sheep Studios and BBH Live. Caroline’s career began at Mother London, in partnership with Kim Gehrig, where they were one of the UK’s most awarded creative teams.
Caroline is a maverick thinker known for compelling conceptual ideation, strong strategy and building powerful relationships at every level – internally and externally. Excited by scale, pace and tackling difficult business challenges, she is passionate about building brands through game-changing ideas, the power of company culture, growing teams and challenging the norm. She is a champion for young women breaking into the industry, coaching new parents back to work, and encouraging women to own their rightful place at the top table.