For nearly 18 years, Katie has guided Guinness World Records through innovative initiatives that maintain its relevance and international esteem. She started as a software engineer and led teams in  IT, marketing, to becoming SVP of Content and Product in 2018. In her most recent appointment in 2022, she has led the company’s expansion into digital content services that enable the iconic book of world records to reach new audiences and remain ‘fresh’.Katie talks about how the origin of Guinness World Records started as an idea by the Guinness Brewery becoming a “pioneer” of content marketing. Katie explains the process and the key parameters for adjudicating records and argues that when media brands evolve to stay relevant, they still have a duty to reflect the good and bad of society—reporting the stories of inspiring determination as well as unsafe stunts that have gone horribly wrong.