Elle is the founder of GangHut, the world’s first and only marketing agency to specialise in online marketplaces and the world of ‘peer to peer’. Think any business that starts with ‘the Airbnb of’… from renting out your driveway or campervan using an app, to hiring a designer dress for the night or using a ‘gig economy’ platform to pay for on-demand skills or services like housesitting.
Originally from Oxford, Elle cut her teeth in marketing as an advertising creative in Edinburgh. At home with a baby on maternity leave, she was inspired by the (then brand-new) world of social media and blogging to explore the world of media and journalism.
Her own beauty and parenting blog quickly won awards and then she moved seamlessly into a half-decade long career as a journalist, writing for women’s magazines and broadsheets such as the Guardian on subjects ranging from gender politics to social issues and mental health – as well as working for Channel 4 and the BBC and appearing on the radio as a parenting expert.
In 2014 she pitched an article to the Guardian called ‘Shares are going up’ about the then nascent ‘sharing economy’, and went on to write about homesharing and the rise of access over ownership.
Fast forward another half decade and her agency, GangHut, has a global client base and, in keeping with the name, a thriving community of partners around it.
This is the part Elle loves the most – developing relationships all around the world with like-minded peer to peer businesses. She is on the steering committee of the sharing economy global summit and recently spoke in San Francisco at the Marketplace Risk conference, where she’s also on the advisory board. She frequently gives workshops and records podcasts, talking passionately about trust in marketing and how to change behaviours so that we can enter a new era of peer to peer, technology enabled transactions.
Elle loves inspiring change. “I love it when I'm telling people about what we do and the type of businesses we work with, and I can see the penny dropping, and people thinking – that’s amazing, that could really change the world.”
What I know for sure is that speaking your truth is the most powerful tool we all have