Iona works on Abubilla’s overall strategy and partnerships, as well as leading on artist-specific promotional strategies and managing individual artists. Her niche within Abubilla is working with artists to understand and articulate their identity as musicians. With a background in storytelling, communications, and facilitation, she loves supporting artists to find what makes them unique, to help deepen their creative process, and unlock the path to building their fan base with distinctiveness and authenticity. These fall under a stream of work we call the "Artist Voice" and Iona has helped to develop Abubilla’s way of working in this area. Having grown up singing in choirs and bands, she also enjoys getting back in the booth as a session singer for Abubilla.

Outside of Abubilla, Iona works with non-profits, research institutes, small businesses and individual creatives on their storytelling, brand identities, and strategy, to help them craft public engagement strategies and pieces that help them communicate their story in its full potential. 

What she listens to: depends entirely on her mood but she’s generally a sucker for melancholic alt folk (especially The Staves, Flyte, and Bon Iver), queer girly pop (think MUNA, Romy, and Sylvan Esso) and arresting lyrics (she’ll never have enough of Bill Wurtz, Vulfpeck or Mitski).