EMMA OULTON
Emma Oulton is Senior Influencer Marketing Manager at Pan Macmillan, where her job is to get the internet buzzing about new books. She specialises in influencer marketing, social media and TikTok Shop, helping books find the readers who will love them.
Her work sits at the rapidly evolving intersection of publishing and online culture, from BookTok and creator communities to innovative campaigns that bring digital audiences into bookshops. In 2024, Emma was behind Pan Macmillan’s influencer-led outdoor campaign for Lucy Jane Wood’s Rewitched, which used TikTok-style advertising across UK cities to connect online book communities with high-street readers.
SPECIAL EVENT | PUBLISHING PANEL
How does a book go from publication day to becoming the title everyone is talking about online?
Drawing on her experience as Senior Influencer Marketing Manager at Pan Macmillan, Emma Oulton will take us behind the scenes of contemporary book marketing and the increasingly powerful role played by social media, influencers and BookTok.
From finding the right online community for a book to understanding what makes readers share, recommend and buy, Emma will explore how publishers are reaching new audiences in a rapidly changing digital world — and what authors need to understand about promoting their work online.
Emma will be holding the panel conversation with literary agent Caroline Sheldon and writer & poet Lily Blacksell.