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I'm a senior marketing leader with 20 years of experience in the D2C digital insurance space, building capability and driving growth. I excel at identifying the key challenges, developing robust strategies, and blending in-house and agency capability to execute with pace and energy. I’m seeking an opportunity to lead the marketing agenda for a nimble and agile business and to deliver significant, impactful growth. Most recently I led marketing at DeadHappy, built the function from scratch, and delivered sector-leading CACs and strong revenue growth through multi-channel campaigns and innovative partnerships. I’m passionate about scaling brands through evidence-led testing and an agile, collaborative approach that combines creativity with rigorous performance data.…I'm a senior marketing leader with 20 years of experience in the D2C digital insurance space, building capability and driving growth. I excel at identifying the key challenges, developing robust strategies, and blending in-house and agency capability to execute with pace and energy. I’m seeking an opportunity to lead the marketing agenda for a nimble and agile business and to deliver significant, impactful growth. Most recently I led marketing at DeadHappy, built the function from scratch, and delivered sector-leading CACs and strong revenue growth through multi-channel campaigns and innovative partnerships. I’m passionate about scaling brands through evidence-led testing and an agile, collaborative approach that combines creativity with rigorous performance data.

Lucy Holton

Brand Strategist, Marketing Strategist, Growth Marketer, +2

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I'm a senior marketing leader with 20 years of experience in the D2C digital insurance space, building capability and driving growth. I excel at identifying the key challenges, developing robust strategies, and blending in-house and agency capability to execute with pace and energy. I’m seeking an opportunity to lead the marketing agenda for a nimble and agile business and to deliver significant, impactful growth. Most recently I led marketing at DeadHappy, built the function from scratch, and delivered sector-leading CACs and strong revenue growth through multi-channel campaigns and innovative partnerships. I’m passionate about scaling brands through evidence-led testing and an agile, collaborative approach that combines creativity with rigorous performance data.…I'm a senior marketing leader with 20 years of experience in the D2C digital insurance space, building capability and driving growth. I excel at identifying the key challenges, developing robust strategies, and blending in-house and agency capability to execute with pace and energy. I’m seeking an opportunity to lead the marketing agenda for a nimble and agile business and to deliver significant, impactful growth. Most recently I led marketing at DeadHappy, built the function from scratch, and delivered sector-leading CACs and strong revenue growth through multi-channel campaigns and innovative partnerships. I’m passionate about scaling brands through evidence-led testing and an agile, collaborative approach that combines creativity with rigorous performance data.

Available to hire

I’m a senior marketing leader with 20 years of experience in the D2C digital insurance space, building capability and driving growth. I excel at identifying the key challenges, developing robust strategies, and blending in-house and agency capability to execute with pace and energy. I’m seeking an opportunity to lead the marketing agenda for a nimble and agile business and to deliver significant, impactful growth.

Most recently I led marketing at DeadHappy, built the function from scratch, and delivered sector-leading CACs and strong revenue growth through multi-channel campaigns and innovative partnerships. I’m passionate about scaling brands through evidence-led testing and an agile, collaborative approach that combines creativity with rigorous performance data.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Language

English

Fluent

Work Experience

Head of Brand & Campaigns at BOXT

October 1, 2024 - February 28, 2025

Led Brand and Campaigns for a fast-growing tech-led home services business; introduced budget management processes, built reporting frameworks, and drove improved strategy and ROI across TV advertising. Provided insights and strategic options to fuel future growth.

Head of Marketing at DeadHappy

July 1, 2019 - July 31, 2024

Built the marketing team from scratch to 8 people with an annual budget >£4m; delivered sector-leading CACs and ~130% YoY revenue growth across three years; developed a multi-channel approach including DRTV, BRTV, paid social, CRM, paid search, podcasts, OOH, affiliates, radio, DM and PR; secured a media-for-equity deal with C4Ventures; established an edgy brand and managed multiple agencies.

Senior Manager - Marketing Planning at comparethemarket.com

October 1, 2018 - July 31, 2019

Established a central planning function, implemented governance and reporting structures, and achieved significant bottom-line savings to support growing budgets.

Senior Manager - CRM at comparethemarket.com

January 1, 2015 - October 31, 2018

Led CRM development during a transition from acquisition to retention, built the team and agency capability to deliver transactional and brand campaigns, and shifted the balance of returning vs new customers.

Senior Manager - Media Planning at comparethemarket.com

July 1, 2011 - November 30, 2014

Helped establish the media planning function, led media pitches and audits, managed a £75m marketing budget, and drove overall marketing effectiveness while enabling budget growth.

Senior Manager, ibuyeco at BGL Group

July 1, 2007 - July 31, 2011

Marketing lead for the launch of an eco-friendly car insurance brand; executed an integrated campaign across TV, PR, Sponsorship, PPC, SEO and affiliate channels with a >£5m budget, delivering above-plan growth.

Digital Marketing Manager at BGL Group

January 1, 2006 - July 31, 2007

Led the development and execution of digital marketing plans for all Group D2C brands; responsible for performance and execution of paid search, SEO and email channels.

Digital Marketing Executive at BGL Group

February 1, 2004 - January 31, 2006

Executed digital marketing campaigns across the Group; led reporting and analysis to inform decision making.

Marketing Executive at BGL Group

November 1, 2002 - February 29, 2004

Executed direct mail and telephone directory campaigns; led the Group’s first SMS campaign.