People

Founder / Strategy & Creative Director
Nick Woods

Founder / Strategy & Creative Director

Nick worked for leading agencies such as Weber Shandwick, Porter Novelli, Cirkle & WE Comms in a twenty-year career before founding the agency in 2016. He has led and won awards for work with businesses of all sizes, across a wide range of comms assignments and across every platform and channel. He’s not sure if he’s a creative strategist, or a strategic creative. Nick also co-founded the Creative Mentoring Project run in association with PR Week. Belfast-born, Nick is a sport-loving wannabe-polymath.
Managing Director / Head of Client Services
Zoe Ward-Waring

Managing Director / Head of Client Services

Zoe rose from graduate trainee to MD & owner of her first agency. She joined her second, Sunny Side Up, in early 2020, bringing an energy and passion for client service and team management. Her experience covers both UK and global (from her active role within the Public Relations Organisation International) and crosses retail, FMCG, food & drink, travel & leisure, homes & property and automotive. Zoe is also mum to two active little boys, an art lover and a list-maker extraordinaire.
Digital Performance Director
Aedín O’Neill

Digital Performance Director

Aedin is our gin-loving digital specialist. Google certified and passionate about helping brands find, grow and keep customers through best-in class-digital advertising strategies. With over ten years' experience in paid media, she leads all things digital across all our accounts handling both high level strategy through to managing the implementation of campaigns.

Aedín is also mum to a little girl and boy who keep her busy outside of work, CrossFit and socialising with friends.
Senior Account Director
Antonia Paget

Senior Account Director

Antonia is an expert media relations specialist, she worked as a journalist for leading national newspapers and digital news brands, including The Mirror & Mail Online. Her freelance work has been published in titles including The Times, Huff Post, and Vice.co.uk. Antonia’s industry knowledge and media know-how has made her a successful PR consultant, with award-winning work across brands including innocent Drinks, Riverford Organic & Weetabix. She also has a passion for purpose-led projects, amplifying campaigns for the likes of Guide Dogs, Red Nose Day and Sport Relief.

Beyond her desk, Antonia is an avid adventurer and will often be found in some far-flung corner of the globe, preferably eating her way through a new city with a Picante in hand.
Senior Account Director
Ellie McLeod

Senior Account Director

Ellie brings a wide range of PR experience across sports, fitness, FMCG, food & drink, travel, and retail.

At Sunny Side Up she works across Brooks Running, New Covent Garden Market, lastminute.com, Physique Management, Castle MacLellan and BARK.

In her spare time, Ellie is seeking out the world's sunniest destinations, meal-prepping and batch cooking enough food to last an apocalypse, getting lost in her latest book, or putting in miles at the gym and on the running track.
Head of Content
Lucy Gornall

Head of Content

Lucy is a talented writer and content creator across a wide variety of media types. She is a former award-winning Health & Fitness Editor (across all of Future Media’s women’s lifestyle mags) and is now a freelance writer, regularly writing for The Sun, Fabulous, Men’s Health, Men’s Fitness, Coach, Women’s Fitness and various other outlets. She specialises across a number of areas including fitness, nutrition, all aspects of consumer health and travel. Lucy is also a qualified Pre and Post Natal Personal Trainer.
Digital Performance Director
Sinéad McElhinney

Digital Performance Director

Sinead is our data Queen! A straight-A student with a degree in Actuarial Science, she has a passion for all things data and algorithms. Sinead uses her skills to analyse customer behaviour to maximise return from advertising spend. (Some may say she should analyse her own shopping habits!)

Outside of work Sinead can be found with her nose in a kindle or planning her next city break.
Account Director (Part-Time)
Tanya Binks

Account Director (Part-Time)

Tanya has gone from full-time London drinks PR to mum-of-three and part-time specialist Mrs Premium Drinks & Travel PR. Her work for us is focused on ensuring the delivery of lots of coverage across print, broadcast and online.
Paid Media Senior Account Manager
Kerry Gardner

Paid Media Senior Account Manager

Kerry focuses on delivering clients’ paid media strategies. She enjoys the mix of spending days digging into data, making changes in accounts and calls with clients.
Senior Account Manager
Immy Holmes

Senior Account Manager

Immy has experience across a number of vertical sectors including luxury F&B. At Sunny Side Up she works across New Covent Garden Market, Majestic, BARK, XIX, British Berry Growers and Bearfields and is responsible for media outreach, partnerships, events and influencer collaborations.

Outside of work you can usually find her watching football at Elland Road, training for a run she regrets signing up for, or bingeing on The Real Housewives of Somewhere!
Account Manager
Lynn Irungu

Account Manager

Lynn achieved a degree in Marketing (with Advertising and Public Relations), gaining some experience at a PR agency during her placement year which sold her on the world of PR. After a good few years at her first agency, she joined SSU earlier this year (2025), applying her experience to manage campaigns and press office activity across Brooks Running, lastminute.com, Physique Management, Beechdean and Castle MacLellan.

Outside of work, you can usually find her attempting to be a runner, at the cinema, working on her next sewing project, visiting an exhibition, or trying to book her next holiday.
Account Manager
Ethan Day

Account Manager

Ethan has experience across a range of FMCG, charity, and corporate clients. He has worked previously on large-scale activations for blue-chip food and soft drinks companies as well as supporting brands to break into new markets and developing press office management skills. Ethan now uses his media knowledge across his portfolio of Majestic, Polli, Charlie Bigham's and British Berry Growers supporting with the launch of campaigns, managing press offices, and running social media accounts.

Outside of work, Ethan is always on the move, whether running, exploring new restaurants, or patiently waiting for Arsenal to win something. He also loves unwinding with a binge of the latest political drama.
Senior Account Executive
Céd Stanislas Uyttenhove

Senior Account Executive

Cédric works across Brooks Running, lastminute.com and BARK, among others. He brings with him a genuinely exceptional roster of journalist contacts and a wealth of knowledge in writing and placing great PR stories, and is hugely passionate about media relations.

Outside of the work, Cédric can be found lifting weights in the gym, doing something football related, going to the pub with friends, catching a music event, throwing darts, reading manga and watching anime.
Account Executive
Harriet Williams

Account Executive

After the completion of her degree Harriet did what any self-respecting 21 year old would do – and headed off to Oz for a year! Once back in the UK we quickly snapped her up as an intern, giving her a chance to learn the basics across media relations, event management, content management and managing clients. She was so good, she quickly jumped to the next level and is now working across Hand Picked Hotels, Physique and Majestic, helping with sell-ins, managing media, working with influencers and learning learning learning.

Outside of work she’s equally busy, whether it’s going to live music, lifting weights in the gym, playing with dogs, exploring London by foot, hunting out new foodie places or enjoying a cheeky drink or three.
Account Executive
Molly Hamilton

Account Executive

Following her degree at Edinburgh University, Molly moved down to London to begin her career in PR. She has already completed an internship with another leading consumer PR agency and joined us earlier this year (2025). At Sunny Side Up she works across British Berry Growers, Bearfields, Charlie Bigham’s, New Covent Garden Market and BARK, helping each team by collating media lists, tracking coverage, helping with events and selling-in.

When she’s not in the office she enjoys spending time with friends, reading, exercising, going to galleries, watching live music and sports or spending time back at home in Yorkshire.