Shelby is a highly experienced marketer and the driving force behind the strategic imperative that guides the transformational campaigns created at Mobas. As Head of Strategy, she ensures that brand-centric and consistent thinking infuses every aspect of client delivery.

Starting her career in academic publishing, Shelby spent a decade in a West End PR agency helping to hone campaigns for major blue chip clients such as Switch, MasterCard, Warner Bros and Del Monte. Senior management roles at agencies followed, as she developed a thorough understanding of all aspects of the marketing mix.