The Power of Partnership Ads: Driving Incremental Growth with Creators on Meta and Beyond

Dan Wilson is Chief Data Officer and Co-Founder of Charlie Oscar, where he leads marketing science, data strategy, and measurement innovation.

With over 20 years of experience in marketing, data, and technology, he focuses on helping organisations understand what actually drives commercial impact.

Dan’s work spans full-funnel measurement, incrementality testing, attribution, predictive modelling, and the integration of data across marketing and business systems. His focus is on turning measurement into a decision-support system, helping brands allocate investment more efficiently and understand the interaction between channels, brand activity, and performance outcomes.

Dan is a recognised voice in marketing effectiveness and measurement. His work and perspectives have been featured in publications including WARC, Campaign, Performance Marketing World, Information Age, and New Digital Age.

Pete Buckley is the Connection Planning Director at Meta, where he helps advertisers get more from their marketing investment by better understanding mobile and media today.

He won IPA Effectiveness, EFFIE and APG Golds, twice won the WPP Atticus award for best thought leadership across WPP globally. And has had work published in Campaign, Admap and Market Leader. Lectured at Oxford University and University of London on marketing communications and behaviour change.

Sasha is a passionate Brand Marketer, Strategist, and Creative from sunny Australia, with 9+ years of experience across agency, brand, e-commerce, and venture. She’s obsessed with the intersection of brands, talent, and entertainment. She helps new brands scale aggressively and supports established brands in staying relevant through culturally attuned, partnership-led and influencer marketing strategies, combining consumer, cultural, and data-driven insights to create scroll-stopping advertising.

She’s worked with brands including Bumble, Calvin Klein, Reebok, The Ritz-Carlton Yacht Collection, Samsung, Rimmel, Marks & Spencer, Pernod Ricard, Harper’s BAZAAR, and Mercedes-Benz.