Katie Cannon, Chief Brand Partnerships Officer, Tillo
Katie Cannon leads brand partnerships at Tillo, the technology company connecting buyers, brands, and consumers through digital gift cards. Formerly Managing Director at Jigsaw Business Solutions (acquired by Tillo in March ’24), Katie oversees brand acquisition, new launches, and strategic relationships. Earlier this year she faced a life-changing health scare, underwent brain surgery, and returned to work with a renewed focus on authenticity, boundaries, and sustainable leadership.
Where do you work and what is your role?
“I work at Tillo, we are the global platform that connects brands and businesses through the power of gift cards. We help brands drive acquisition, engagement, and loyalty while enabling businesses to reward, incentivise, and retain their customers. With a single API, we make it simple for partners around the world to access and distribute digital gift cards in a way that creates real growth for everyone involved. I am Chief Brand Partnerships Officer, responsible for the retail brand side of our business: bringing new brands into the Tillo ecosystem, distributing their gift cards to buyers, or launching them into new channels and technologies. I also lead the account management team, focused on building long-term, strategic partnerships with our brands.”
What does your work pattern look like—home, office, hybrid?
“I was Managing Director at Jigsaw Business Solutions, and we were acquired by Tillo in March ’24. I was more London-based then. Tillo’s headquarters are in Hove, and I do one day a week in Hove and one in London. I had brain surgery back in April, so I haven’t returned to my full schedule yet, but my travel and events are picking up again.”
You mentioned brain surgery. What happened?
“I started to lose my vision in October last year in one eye. I thought it was stress-related… It took until March this year to get an MRI, and by that point, I’d lost 70% of my visual field in my right eye. They said, ‘Let’s get you an MRI, because we think there’s something wrong with your optic nerve.’ I had the scan on a Sunday and got a call on Monday: ‘We found a mass on your brain.’ I said, ‘What do you mean a mass?’ and he said, ‘A tumor.’”
“I was diagnosed on the Monday, and my stepmum passed away on Tuesday from a brain tumor, so as you can imagine it was a really challenging time for my family, we were all a mess. I took some time to be with them and to process the information but then I carried on because I thought, well, I’m in the same position I was two weeks ago—it’s just that now I know what it is.”
“The good news is that it was benign—a meningioma. I had surgery on April 23rd and they managed to get it all out. They went in through my eyebrow, drilled into my skull—I’ve got three metal plates there now (which I like to say is now my superpower)! I’ve got my vision back, which they didn’t think would happen. There are some long-term effects—my pituitary gland doesn’t work, so I’m on steroids for life—but I’m here, I’m back at work, and I’m getting back to me.”
Has your outlook changed?
“I’ve always been a positive person. I think positive mental attitude really helps in life. I used to get anxious about future things, but what I have experienced this year has definitely impacted that for the better. Now I go, ‘If I can control it, I’ll plan for it. If I can’t, then that’s it—we just need to go with it.’ Don’t get me wrong, I still have bad days, and I think it’s important to allow yourself to have them, but then acknowledge it and move forward.
I posted recently on LinkedIn about creating new boundaries. I’ve had no choice but to listen to my body. Work has always been more than work for me—it’s a coping mechanism and a huge part of my identity. I’m lucky to have a fantastic support system at home—my husband is my biggest cheerleader—and incredible support from Tillo and my team. Boundary setting isn’t about saying no; it’s about asking, ‘How can I make this work?’
I recently spoke at the RGCA conference which required me to travel from the UK to Minneapolis. The difference is, now I plan differently—I arrive a few days early, I eat well and limit my alcohol intake, and I make sure to take breaks. I still deliver at a high level, but I’m smarter about how I do it.
Looking back, would you have set those boundaries earlier?
“I think your thought processes change naturally as you go through life. I used to work in a bank, and my job was just that, a job. When I was headhunted to join Jigsaw I was so grateful for the opportunity that I put a lot of pressure on myself and went through a phase of really lacking that work/life balance. I’ve definitely learned the hard way that balance is important but one thing I know about myself is that I thrive on responsibility, leadership, and thinking in a big-picture perspective. I’ve always wanted the next challenge. And to have those things you naturally push yourself harder and outside of your comfort zone. I don’t regret anything—you learn from every decision. The tumor didn’t come about because of how I behaved, but it has made me pause and ask, ‘How can I make the way I work more sustainable?’ I want to do this for a long time.”
How does the industry look now in terms of women’s representation?
“When I first joined the gift card and incentives industry about ten years ago, it definitely felt more male-dominated – particularly at events or in senior roles. It’s been brilliant to see how much that’s shifted. There’s now a much stronger presence of women across leadership, commercial, and technical positions, and a real sense of community that encourages more women to step forward.
At Tillo, that commitment to representation is something we live and breathe. It’s not just about having women in senior roles – though we do, with four women on our 13-person senior leadership team – it’s about fostering a culture where everyone champions equality. What’s powerful is that advocacy doesn’t just come from women; our male leaders are equally passionate about creating an inclusive environment. That balance and mutual respect really define who we are as a company.”
Do you ever feel your voice isn’t heard in rooms or online?
“When I was younger and just starting out in my career, one of my biggest annoyances was when I was in a meeting with a senior male colleague, eye contact and questions would go to him first. But I decided that I was the one that could change that so I learned to make myself heard—say something valuable early in the meeting and claim space in the room.
“What this has done is make me very aware when I am hosting discussions and I make sure I’m inclusive in meetings and networking, making eye contact with everyone. It’s taken time, but one thing I like to do before I step into a room (be it networking, a meeting, a pitch or a conference) is think to myself “What value am I adding/can I add here? What one thing do I maybe know that someone else doesn’t? What can I share that would help someone?” and then I head in knowing the value I add. That confidence helps me forget about gender.
“On LinkedIn, I’ve been more open since my surgery and I absolutely feel heard and think the industry is great at making space for that. We bring so much of ourselves to work, but we often wear a bit of a front, especially online where people just share the best of what is happening. I believe in professionalism, but also in being human. Leading authentically is how I get the best from others—and myself. And if sharing that story helps one person go and get that health concern they’ve had for a while checked out, then it’s helped!
Someone once told me when I was younger that my reactions were ‘too emotional’ for business. But how can you be too passionate? Don’te get me wrong, I think there is a balance between professionalism and emotion, but what you get from me is an authentic leader who cares deeply about what we do and stands by our values. And hopefully people trust that, I know I do.”
Mentorship—giving or receiving—where are you on that journey?
“I’ve always valued mentorship, both giving and receiving. I’m passionate about helping others grow, and I’ve started exploring formal mentoring opportunities – including through my university. I’ll admit, imposter syndrome can creep in at times making me ask “What gives me the right or qualifications to mentor someone?!”, but I think that’s something many leaders experience. If I’d had more guidance earlier in my career – especially from senior women – it would have been incredibly inspiring. That’s why I’m so keen to pay it forward and create that support for others.”
Can you tell us a bit about networking and WiiN – why did you join and what do you get from being part of the network?
I joined WiiN because I love connecting with people, especially other women in the industry. It’s such a great space to share experiences, ideas, and support each other. Networking, for me, isn’t about swapping business cards – it’s about building genuine relationships that help you grow.
What I really value about WiiN is that it celebrates women without creating separation. I think we succeed when we create a safe space to bring everyone together – men and women – to have conversations that drive progress and inclusion across the whole industry. There’s so much inspiration in hearing other people’s stories and seeing how they’ve navigated their careers. It also reflects what I love about Tillo’s culture – collaboration, inclusivity, and the belief that when one of us succeeds, we all do.
What did you study—and how does it show up in your work now?
“I studied Public Relations after attending drama school, and I think that combination really shaped how I communicate today. It gave me confidence in storytelling and presenting – skills I use constantly in my role. I love public speaking and being part of panels (as many of my colleagues know, they can’t keep me off the stage – it’s my happy place!). Most of my talks focus on the gift card industry, but I’m increasingly drawn to speaking about leadership and wellbeing too. I’m passionate about continuous learning and sharing that knowledge with others.”
Whose ideas or content are inspiring you right now?
“I’m really inspired by content that helps me grow as a leader and better understand people. I listen to a lot of women-in-leadership podcasts, as well as The Diary of a CEO – I tend to pick episodes that resonate with where I am personally or professionally. One of the very first events I attended in my professional life was one where Karren Brady spoke, and her story was fascinating and full of insight. I’ve also always been drawn to learning about human behaviour; The Five Dysfunctions of a Team by Patrick Lencioni is one I come back to often. Within our leadership team, we regularly share books and resources we find valuable, and I’m a big fan of TED Talks on topics like strategy, KPIs, and goal setting. I think continuous learning is key to evolving as a leader.”
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Written by Elaine Keep www.elainekeep.com