Kat Gates is a Creative Lead in Google’s Creative Works where she helps some of the world’s largest brands design their campaigns to solve business challenges and drive ROI on YouTube which includes using data, insights and storytelling expertise to forge deeper connections with audiences. She also teaches brands how to use AI for creative intelligence to drive campaign effectiveness and for creating asset variety at scale. As Creative Director for the Shorts Experimentation Program, she has been using her vast knowledge of culture and trends to design experiments that uncover the creative levers that drive business objectives. With over 15 years of global creative leadership experience, Kat has led award winning and business driving campaigns both inhouse (Meta and Viacom’s influencer marketing agency - WHOSAY) as well as creative agencies including Saatchi, Publicis and Leo Burnett. In an effort to fully understand YouTube - Kat started a YouTube channel and is now an emerging YouTube Fitness Creator nearing 85,000 subscribers. This has provided her with a hands-on understanding of building for YouTube and social platforms as well as integrating influencers and creators strategically throughout the marketing journey.