Fabiana Xavier, the city-creative has joined Connectt, the London-based social networking service provider as its creative director. Xavier will help Connectt to build its brand in the B2B and B2C space, as its platform continues to help global brands engage with audiences increasingly alienated by the larger social media networks.

Xavier brings with her a wealth of experience across brands including Google, IKEA, HSBC, Mars, Kelloggs during her time at some of London’s most well-known agencies and creative houses in London including AMVBBDO, Saatchi & Saatchi, Havas WW, Publicis and Glue Isobar.

Xavier is also president of SheSays, the only global creative network for women that provides mentorship, training, networking and events for women in the creative industry. Within her role as president, Xavier aims to empower and help creative women thrive in their career.

Initial responsibilities will focus on building the Connectt brand with key assets, narrative, and visuals that will engage clients and help them with their creative needs.

Xavier says, “I am really excited to be on board with Connectt. I really loved the unique challenge the team posed to me. It’s a real mix of B2B from both client and agency side, and for me, I was keen to construct a clean narrative for the brand, as well as establish best practice for all creative management with our professional services. I am energised for the future, and I am excited about what we are creating.”

Greg Consiglio, chief operating officer at Connectt adds, “Consumers are looking for community-based social networking experiences that connect them with like-minded people around common interests. Fabiana’s creativity will be crucial in helping us to to champion this message and assist brands in building branded social networks for their customers who are increasingly sceptical of platforms attempting to be all things to all people.”