Kris Shaw

Chief Marketing Officer

Now running his own Digital Consultancy for health, travel and wellness brands, Kris Shaw has digital running through his veins. The former Digital Director for Soho House and David Lloyd started out in content creation for the likes of MTV and BBC. Here, Kris shares some of the lessons he's learned along the way.

Tell us about your career journey to running your own consultancy.

It really felt like the right time to break out on my own, after spending most of my career at much bigger companies like BBC, MTV & Soho House. After several years creating digital content for BBC 6 Music & Radio 1, I moved over to MTV to head up their newly created social team. I was then given the chance to start the Soho House digital journey from scratch and stayed with them as the brand grew to the hospitality behemoth that it is today.

I then worked as the Chief Marketing Officer for a luxury travel platform in New York, before Covid decimated the travel industry. More recently I led a digital transformation for the fitness operator David Lloyd, creating a lot of premium content and transitioning them to more of a lifestyle brand.

You started out in digital just as digital itself started, what was it that initially piqued your interest?

I wanted to be a journalist, but even way back then the print industry looked a little bit shaky. My journalism school was a one stop shop for editorial, web production, video editing and design -- it was great to learn a little bit of everything.

You studied English, then Journalism at MA level, did you imagine your career would take this direction?

I don't think any of us could have imagined the impact of digital on traditional media. A little bit of me still dreams about the lifestyle of the old Fleet Street hack, spending most of their afternoons in the pub. Especially when you're two years into some huge digital transformation project which looks like it might never see the light of day.

Has there been someone who's really inspired you in your life?

Hunter S Thompson has always been my biggest inspiration and the reason I pursued journalism. The life of the rock and roll Gonzo journalist was what I was originally aiming for. Unfortunately that world seems quite anachronistic these days

What's your own digital presence like?

I'm an avid follower but not necessarily an active poster, which I’m trying to get better at. The support I’ve had from my Linked In community while moving into consultancy has been phenomenal. My advice to anyone branching out on their own, is start with your own network - that’s where your superfans are.

When you're not working, what are you doing?

I'm usually at a yoga class or running -- right now I’m training for the London Marathon. The ever increasing rise of the health & wellness industry is really fascinating and it's only going to get bigger and better.

What advice would you give your younger self?

Don't worry if you don't achieve everything you think you should. The industry you'll end up working in doesn't even exist yet.