Creative and Visual Director specialising in photography-led campaigns and scalable visual identity systems for global brands. Poppy Roy builds culturally relevant, digital-first narratives that drive measurable engagement, growth, and consistency across paid, owned, and earned channels, delivering visually distinctive, strategically effective, and operationally robust work for modern, content-rich marketing environments.
What I Do
“I partner with brands, editors, and founders to define and deliver beautiful photography-led creative direction, from concept and commissioning through to production and global content rollout. My work focuses on building coherent visual systems that scale across channels, protect IP, and translate brand values into distinctive, high-performing content.“
Core Services
- Creative and visual direction for global campaigns and brand platforms
- Photography and video commissioning, art direction, production, and multi-channel content delivery
- Rights management, image licensing, and IP protection across territories, including AI usage
- Digital asset management (including Orange Logic) and content governance for content-rich ecosystems
- Cross-platform storytelling across social, editorial, OOH, and marketing
- Budget ownership and high-volume content production at scale
Selected experience
Poppy has led and delivered work for global platforms including British Vogue and Service95, collaborating with Dua Lipa as Picture Director across editorial, publishing, and brand channels. At Service95, she oversaw photography and social content across the ecosystem, including the Book Club, podcast, newsletter, marketing campaigns, and brand development, alongside managing the end-to-end photographic and social content budget.
Working closely with a high-profile personal brand, she supported and protected Dua Lipa‘s IP through editorial strategy, image creation, and controlled, rights-compliant content distribution across platforms and territories.
At Expedia Group, Poppy contributed to the development of the Vrbo brand library and visual identity, building a cohesive and scalable asset ecosystem across global markets. Earlier at Condé Nast, she began as an archivist and researcher, supporting editorial requests, book projects, and major exhibitions including Vogue 100 at the National Portrait Gallery. She later spent three years as a Picture Editor at British Vogue, commissioning and producing photography and video across editorial and commercial projects, building deep expertise in image-making, talent collaboration, and rights-managed content production.
She is also a published writer, with work featured in British Vogue magazine and across global Vogue platforms, including Vogue Australia (print) and Vogue online (US, British, France, Germany, and China), as well as Service95. Her writing focuses on sustainability across fashion, food, and lifestyle, alongside photography, art, and wellbeing—reflecting a broad engagement with culture and contemporary creative practice.
Approach
Poppy’s work is grounded in a rights-led, systems-thinking approach to image-making. She combines creative direction with a strong understanding of content governance, ensuring that imagery is culturally relevant, visually compelling, and structured and licensed in ways that protect brand value and intellectual property.
Her practice engages critically with emerging technologies, with a focus on AI usage rights, image licensing, and IP protection. She partners with legal, marketing, and brand stakeholders to establish clear ownership, compliance, and controlled content use across global markets.
Additional work
Alongside her commercial practice, Poppy is the founder of subtle-body, a wellbeing platform offering sound and somatic experiences through events and retreats, with a focus on rest, embodiment, and community.
Representation & Contact
Represented by Crumb Agency, London
hello@crumbagency.com