Upskill
Steering Group

Help us build the skills our industry needs next.

About the steering group

The digital and creative industry is changing faster than ever.

AI is transforming how we work. New disciplines are emerging. Traditional roles are evolving. And the skills that made someone successful yesterday aren't necessarily the skills they'll need tomorrow.

So how do we make sure BIMA members have the knowledge, skills and support to keep up — and get ahead? The BIMA Upskill steering group meets monthly to discuss, debate and advise how BIMA can help make sure membership has access to the relevant skills and learning platforms.

Recent progress

Some of the latest Initiatives the group are working on include:

BIMA Mentoring

In the summer of 2026 we reviewed and updated the BIMA mentoring support package. With a new improved programme for mentees and mentors to work to during the 6 month progress.

Online Ethics training

2026 BIMA Upskill Steering group decided to design a fundamentals guide to ethics in digital.

Built around the concept that if the digital industry pays your wages, you should understand the ethical landscape shaping it. It;s an online course for anyone in the industry no matter what their role or their experience. A ground up movement and a refusal to be ignorant to the ethics in our work. A pilot is due early 2027.

Steering group members

The Upskill Council is chaired by Nicole Niemann, Client Partner at Media.Monks.

Nicole Niemann
Nicole Niemann Chair & Client Partner at Media.Monks
Client Partner at Media.Monks with a career across digital advertising and media, leading the Mondelēz account to build a connected consumer experience across Europe; works across time zones, blending tech, creativity and data.
Jason Campbell
Jason Campbell Business Coach & Mentor, Agency Ignite – Jason Campbell Business Coaching
Jinny Mitchell-Kent
Jinny Mitchell-Kent Joint Managing Director, Great State
Chief Operating Officer at Great State, leading delivery and operations, with 17+ years in project and client management for brands including Dyson, McLaren and Rolls-Royce; formerly Head of Delivery at AKQA London.
Jamie Learmont
Jamie Learmont Associate Director, Waypoint Partners
Associate Director at advisory and M&A firm Waypoint, advising agencies in the UK, Europe and Middle East on financial and commercial growth; formerly Head of Finance & Operations at Queryclick.
Paul Alexander
Paul Alexander Head of QA, CreateFuture
Advocate for quality, accessibility and inclusive design who heads QA at CreateFuture (formerly xDesign), leads its Accessibility Council and coaches and mentors leaders.

Apply to join the steering group

If you’re interested in joining a Steering Group you can register your interest below. Every quarter we’ll go through all council and steering group applications, so please bear with us when waiting for a reply.

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