Rebecca Roberts is founder of Thread & Fable, a marketing and communications partnership, with over 20 years’ experience across sports, education, charity and public sector.

She’s worked in Premiership Football, across three Olympic & Paralympic cycles across all sports at the English Institute of Sport (now UKSI), within NGBs and as part of Team GB and Team England around Games time.

Since setting up as an independent practitioner in 2017, she’s worked on projects with numerous sports charities and NGBs, as well as campaigns across universities, the NHS, government departments and has a particular specialism on better engaging youth audiences.

She published research with the CIPR on Gen Z news media habits in 2024 and was recognised in The Impact 50 in 2025 for being among the top 50 independent PR practitioners in the UK making an impact in the industry.

She shares updates through the Hear It Podcast and Engaging Youth Substack.