• by Fern Siegel , May 27, 2025

Global social media agency Born Social has promoted Kate Higham to the newly created role of UK joint managing director. She was previously head of operations.

Higham reports to CEO Ben Tyson and leads the UK heads of social media management, influence and production.

The promotion reflects rapid growth for the social agency, especially in the U.S. Its New York office opened in early 2024.

A second joint managing director will be appointed later this year to focus on driving UK growth.

Higham has been with the agency since 2019. She played a key role in the agency’s development, helping grow the team from 20 to over 180 people and leading the agency to multiple Agency of the Year wins. She also oversaw the agency's operational integration with Croud.

Before joining Born Social, Higham spent six years at post-production company Splice.

Her team will lead the AOR work for Smirnoff and partner with Croud U.S. on key accounts, while also taking on wider responsibility international hubs. This includes collaborating closely with the broader Croud Group, including teams in New York and Atlanta, and developing a scalable model for multi-market social strategy and execution.

Ben Tyson, CEO, Born Social, said: “Kate has been instrumental in shaping Born Social into the agency it is today. Her impact over the past six years has been transformational. She has an unwavering commitment to our people, our values and our ambition.”

Born Social, which builds social-first brands, is part of the Croud Group. Client work has included Nando’s, Barclays, Guinness and Ford.