Sophie Bell, Managing Director at Toast, is passionate about authentic storytelling. With a background in documentary filmmaking, she has spent her career uncovering hidden narratives and bringing them to life with sensitivity and depth. In 2011, Sophie transitioned from documentaries to branded content and advertising, crafting story-led campaigns for global brands including Google, Hyundai, and the National Trust. Her ability to blend creativity with strategic insight has made her a trusted partner for brands seeking meaningful connections with their audiences. 

Since becoming Managing Director in 2022, Sophie has led Toast in delivering bespoke, impactful content, for clients such as BBC Storyworks and Trivago. She originated StoryX – the AI-powered platform designed to uncover authentic stories and inspire casting decisions, and with the help of Operations Director, Bob Hough launched the platform in 2025. By combining technology with human insight, Sophie continues to champion narratives that engage, inspire, and leave a lasting impression.