Image of Caroline Pay

Caroline Pay
Chief Creative Officer
Dentsu Creative

LONDON, UK // 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 will unleash creativity across the network’s capabilities in Experience, Brand Transformation, Entertainment and Earned Attention.

Prior to joining Dentsu Creative UK, Caroline was Chief Creative Officer of wellness brand Headspace in California. Influential across all parts of the business, including product, CX, content and production, 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 three hit Netflix series with over 20m viewers 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’s evolution into 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, and BBH London, where as deputy ECD she led the 120-person creative department and helped set up Black Sheep Studios and BBH Live. Caroline’s career began at Mother London, in partnership with Kim Gehrig.

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.