George founded Merch Mates in 2021 after working in digital marketing, initially as a testing ground for content strategy and SEO. The publication has since grown into a comprehensive pop culture platform covering film, TV, gaming, music, fandom and culture.

As lead editor, George oversees editorial direction across all verticals, working with writers, photographers, and industry professionals to deliver coverage that goes beyond surface-level news. His approach prioritises clear, authentic writing that respects both the subject matter and the audience – whether that’s in-depth artist features, film analysis, or character coverage.