Victoria (Tori) Yelland Riddell is an Australian communications and commerce strategist based in New York City. With over 15 years of experience spanning PR, affiliate marketing, publishing, and eCommerce, she works at the intersection of brands, creators, and performance marketing.

Armed with a Master's in Communication and an enduring fascination with consumer behaviour, she's equally passionate about helping brands grow as she is discovering them herself—usually while cooking, exploring New York, or adding yet another item to her shopping cart.