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Our Team

Meet the dedicated team of enthusiastic, commerce marketing specialists. Our mission is to help your commerce marketing function deliver and demonstrate a positive and increasing return on investment.

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Lobster Agency Board

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Sam Knights:
Chief Executive Officer, SMG

Sam joined 9 years ago, having spent 6 years at P&G most notably as the Gilette Brand Manager across Western Europe.

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Emma Dean: 
Capability & People Development Director, SMG

Emma leads the team that look after our number one asset - our people. This includes everything from attracting brilliant talent, building expertise, our internal comms and creating culture.

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Lee LeFuerve: 
Chief Commercial Officer, SMG

Lee joined SMG 10 years ago having spent 5 years at Blue Chip Marketing. 

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David Bromfield:
Chief Financial Officer, SMG

David joined SMG 10 years ago and has been pivotal to the success of SMG's FInance team in this time. 

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Katie Streeter Hurle: Chief Operating Officer, SMG

Katie has been working within SMG for 11 years, moving from P&G.

Lobster Team

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Claire Trbovic:
Client Director

Claire joined SMG in 2014 and has worked across all three agencies, having previously spent time at both Canon and Disney. Today, Claire leads the Lobster team and works to ensure Lobster clients are satisfied with the agency’s service and output.

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Tara McGarvey:
Senior Client Executive

Tara joined the team in in 2021 coming from a PR background. Tara supports the Lobster client team and her role includes day-to-day account management and evaluation of shopper media campaigns. 


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Ella Rice: 
Client Manager

Ella joined the team in 2020 with a background in digital marketing. Ella manages relationships with clients and is responsible for the evaluation of shopper media across a number of key FMCG accounts.

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Archie Hamilton:
Client Executive

Archie joined the Lobster team in 2021, after working in PR following a degree in History. Archie supports the Lobster client team in the day-to-day relationship and evaluations of campaigns for clients.

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Phil Kouloumas: 
Client Manager

Phil joined having worked in a number of data focused roles within the marketing industry. Phil is repsonsible for managing client relationships and evaluations across a number of key FMCG accounts. 

Our Specialist Support

Lobster's team is supported by a wealth of specialist SMG teams.

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Bianca Hall:
Insight Director

Bianca joined SMG from IRI in 2016 and now leads SMG’s Insight Team. Bianca’s team specialise in leveraging our evaluation data to provide actionable insights and recommendations to our clients.

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Sali Davies: 
Product Director

Sali leads the product team at SMG after working across the business for the past 7 years. Sali's team specialise in our Plan-Apps development working with our in-house developers and clients teams. 

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Lara Hamilton:
Planning Director 

Lara joined the SMG team 6 years ago and now leads the planning team. Lara's team specialise in planning and strategy along with softer insights for our clients. 

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Yannis Drosidis: Technology Lead

Yannis joined the SMG team in summer 2019, after having led several software development teams. He is spearheading our efforts to deliver Plan-Apps, our end-to-end web platform for planning, managing and measuring marketing activity.

We empower these leading FMCG brands

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