— ABOUT LUCY
Twenty years of marketing experience
Marketing should be measurable, strategic and directly connected to your commercial goals. That is what Mkt Lab is built on.
— MY BACKGROUND
From magazine publishing to SaaS tech
I started my career at IPC Media in London — one of the UK's biggest magazine publishers — where I learned how great brands build audiences and drive commercial growth.
After moving through web development, freelance consultancy and a stint living in California, I returned to the UK and spent five years as Director of Marketing at an independent school before making the move into SaaS.
As Head of Marketing at Applicaa, a fast-growing EdTech startup, I was the fourth hire and helped scale the business from 200 to 1,300 schools between 2020 and 2023. A 550% increase in three years.
In 2023 I returned to consultancy, founding Mkt Lab to bring that same rigour and commercial focus to ambitious SMEs who deserve better than guesswork.
— WHY MKT LAB EXISTS
Good marketing without clear data is expensive trial and error.
After years of working with founders, I kept seeing the same problem. Businesses investing time and money into marketing, Instagram posts, email campaigns, networking events with no real way of knowing what was working.
They were tracking activity, not results. And without clear data, every decision was a guess.
So I built the tools I wished my clients already had. A live marketing dashboard that connects your platforms and shows you the full picture. An AI diagnostic that identifies exactly where your marketing is breaking down. And a structured programme that takes you from unclear to aligned in six weeks.
Mkt Lab is not just a consultancy. It is a data-driven marketing company with a qualified expert behind every insight.
— QUALIFICATIONS
The expertise behind the work
FCIM
Fellow of the Chartered Institute of Marketing — the highest professional marketing qualification. Awarded to senior marketing directors and consultants operating at board level.
CIM Level 7 Marketing Leadership Programme
The CIM's senior leadership programme, focused on strategic direction, organisational change and board-level consultancy.
BSc (Hons) Business
A full business degree covering marketing, sales, HR, data management and business strategy and giving me a commercial foundation that goes beyond marketing.
“Lucy was a pleasure to work with, highly professional, responsive and proactive throughout. She produced clear and engaging communications and was always reliable with deadlines and follow-ups. Her support made the process smooth and significantly improved the quality and consistency of our materials. Highly recommended.”
— LEARN MORE
Want to work with someone who understands your business?
Whether you need a live data dashboard, a strategic diagnostic or a full marketing programme, the first step is a conversation.
Industry Experience Highlights
EDTECH SAAS
SaaS Tech
Head of Marketing
____
550%
Customer growth in 3 years, scaling from 200 to 1,399 schools across the UK.
HIGHER EDUCATION
University
Marketing Consultant
____
Sold Out
Full programme launch from scratch: brand, go-to-market and communications.
RECRUITMENT
Recruitment
Marketing Consultant
____
Brand Growth
Efforts delivered new subscribers and new high worth recruitment contracts.
INDEPENDENT EDUCATION
Boarding School
Director of Comms
____
End to End
Full brand, admissions strategy and complex communication programmes.
SMEs
Multiple Clients
Marketing Consultant
____
15+
Years working with founders on brand, positioning and lead generation strategy.