Shirin is Executive Creative Director Europe at Virtue Worldwide, the creative agency of Vice Media Group.
She joins from VCCP, where she was Deputy Executive Creative Director, leading UK and pan-European campaigns across the partnership's specialist agencies for clients such as Unilever, British Red Cross, O2, easyJet, RB, and TikTok.
A multi-award winning creative director, Shirin's 25-year career spans pioneering creative leadership roles in New York and London. In 2010, Shirin co-founded the New York office of Splendid Communications as creative director where she led Smirnoff’s multi-award winning first global campaign and launched Spotify in the US as lead of its first partner agency.
She was the first creative director of the LADbible's in-house creative agency Joyride, where she helped it launch and win multiple awards in its first year. Following her time at LADbible, she joined Havas sport and entertainment agency Cake as its first female executive creative director.
Known for her non-traditional approach to innovating brands and connecting them to culture, Shirin has deep experience building brands across every touchpoint from TV to Twitter to emerging tech. Her recent work includes easyJet’s Holidoorways AR experience, This Is Human Kind artist collaboration with Yinka Ilori MBE for the British Red Cross, the UK’s first branded TikTok collab house House of 02, and the first ‘mixed reality bar’ for Rekorderlig Cider.
In 2019, Campaign and Creative Equals called her 'one of the industry's next chiefs' when she was named to its Future Leaders list. In the last few years, she's judged for Cannes Lions, Young Lions, Campaign Big Awards, Campaign and Creative Equals Future Leaders, Campaign Experience Awards, Female Frontier Awards, Brand Film Awards, Creative Circle, and Creative Moment, and is a member of Snapchat's Creative Council and non-exec director of Good Brains for Good Brands.
A Holland-born British-Kashmiri who grew up in Amsterdam, Toronto and Texas, she now lives in south London.