Previously Elaine’s career had been focused on advertising and brand strategy, spanning across the entertainment, sports and finance and industries.

She currently leads strategy for the games and esports sector at Barclays and has working closely with the industries, both in the UK and globally, for a number of years.

Her focus is on identifying opportunities where Barclays can better support the industry to help it grow, from banking and beyond. Elaine champions and leads a number of initiatives and events that support the growth of the games industry.

Elaine loves the creativity and innovation of UK games businesses and to that end, spends a lot of her time making a big impact in helping indie developers to grow their businesses and get exposure for their games. She creates numerous opportunities to shine a light on upcoming studios and their games. She runs The Games Demo Day series, in partnership with Ukie (who are a key games industry body), which gives indie games studios an opportunity to demo their game to a wide audience of industry investors and is always looking to support these games businesses with every event exposure opportunity. She also acts as a super connector facilitating introductions, to help these indies get the support and guidance they need both from within and from outside the industry.

In addition to this outside of work Elaine is an active fundraiser for SpecialEffect, a charity that specialises in helping physically disabled people, to have a greater quality of life through playing video games on modified devices. She is an advocate in driving greater awareness and support for Barclays colleagues, who are going through fertility issues and miscarriage. She has also been a constant mentor on the Barclays Black Founder Accelerator programme, championing Black founder-led businesses.