Set Collective is a talent agency and consultancy built for the next generation of storytellers – bold, disruptive and unapologetically original. We exist to champion creators who don’t chase culture, but shape it. Creators who are deeply craft-driven, intentional in their storytelling, and committed to building meaningful connection over momentary attention.
Our creators are not content machines. They are brand builders, cultural contributors and community leaders whose work carries weight beyond the algorithm. We partner with creatives who refuse to dilute their message or follow the status quo, using storytelling as a tool for advocacy, impact and progress.
At Set Collective, influence isn’t defined by metrics alone. Diversity is a commitment, not a KPI, and perspective is our greatest strength. Our creators want to transcend platforms – launch products, curate IRL experiences, advise global brands and collaborate across media. We collaborate with change-makers who lead with integrity, intention and accountability, elevating voices that deserve not just a seat at the table, but the whole stage.
in 2026 you must Storytell with substance and create with intention.
Meet the Team
Maya Nash-Herod
Founder
Maya Nash-Herod is a Creator Economy expert with over 12+ years of experience working at the forefront of the industry.
She has shaped the careers of some of the UK’s leading creators and delivered innovative, creator-led partnerships with some of the world’s biggest brands such as burberry, l’oréal, Adidas & netflix.
From her role as Head of Creators at leading influencer marketing agency Kyra, to working within Meta’s Creator Partnerships team supporting top UK creators with their social strategy, Maya has experienced the rapid evolution of the creator economy from both an agency and platform perspective.
Now the founder of Set Collective, a talent agency and consultancy, Maya is entering the next chapter of her career with a continued passion for creativity, collaboration and innovation, dedicated to supporting the next generation of talent and building meaningful community and connection across the space.
Keys Pownall
Senior Talent Manager
Keys Pownall is a seasoned Talent Manager with over six years of experience delivering culture-led campaigns and strategic brand partnerships across the creator economy.
Before joining SET Collective, Keys built a strong reputation for identifying standout talent, negotiating impactful brand deals, and developing partnerships that drive meaningful results. Her work has included collaborations with globally recognised brands such as Google, Coca-Cola, GUCCI & beats, supporting campaigns that sit at the intersection of culture, creativity, and strategy.
Keys’ expertise and industry impact have also been recognised by Business Insider, where she was featured as one of the "15 Rising Stars in Influencer Talent Management Making Waves Behind the Scenes in the Creator Economy."
With her breadth of industry knowledge Keys brings both deep Creator Economy expertise and a shared belief in the values that define SET Collective. She is passionate about championing authenticity, aligning creators with the right opportunities, and helping talent build sustainable, long-term careers..