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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 is responsible for leading SMG and our three award-winning agencies - Threefold, Capture & Lobster - in our mission to lead connected commerce marketing.  This means working closely with both retailers and brands, creating campaigns that are high performing, connect with the shopper and that grow demand for our clients.

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David Bromfield:

David oversees the day to day running of the Finance Team, ensuring that our agency is a well oiled financial machine. David is responsible for making sure that we have all the right internal controls and is involved in budgeting, forecasting, cashflow, and advising the board on financial and strategic issues.

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Emma Dean: 
Capability & People Development Director, SMG

Emma joined as our first graduate shortly after the business started 12 years ago. Having worked on our various client teams, she now 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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Katie Streeter Hurle: Group Strategy & Planning Director, SMG

Coming from a commercial marketing role at P&G, Katie joined SMG in 2011. Having held a number of different positions, Katie now leads Axis – our central planning, creative and insights teams, helping brands make themselves heard in an increasingly cluttered and changing shopping environment.

Lobster Team

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Leanne Naughton:
Business Director

Leanne has been supporting FMCGs including PepsiCo, Unilever, McCain and General Mills with their shopper marketing activations since 2012. Today, Leanne leads Lobster’s Client Services Team and works to ensure Lobster clients are satisfied with the agency’s service and output.

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Zara Segal:
Client Manager

Zara joined the team in 2021 having worked in relationship management and client-based roles previously. She is responsible for growing our Lobster UK business, from the first conversation we have with a brand through to their initial onboarding. 


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Tara McGarvey:
Client Executive

Tara joined the team in November 2021, coming from a PR background, after graduating from The University of Glasgow with an English Literature degree. 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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Ros Kino:
Senior Client Manager

I've worked in client services across various different categories of FMCG clients in a shopper marketing agency for over 6 years, and having spent some time client side, I'm now Senior Client Manager at Lobster looking after ten of the Lobster's clients with the brilliant team at Lobster.

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Andrew Dalman: 
Client Manager

Andy joined the team in September 2021 with a background in packaging design and branding. Andy manages the day-to-day relationships with clients and is responsible for the planning, management and evaluation of shopper media across a number of key FMCG accounts.

Ella Rice:
Senior Client Executive

Ella joined the Lobster team in Summer 2020, after working in the digital sector following the completion of a Marketing degree at Pearson Business School, London. Ella supports the Lobster client team in the day-to-day relationship with a number of clients.

Henry Sherratt:
Client Executive

Henry graduated from Leeds Beckett with a degree in Marketing & Advertising in 2020, working as a freelance writer before joining the Lobster team. Henry's role involves day-to-day account management including planning, implementing and evaluating commerce media campaigns.

Michael Higgs:
Client Executive

I'm a client executive at Lobster and have worked at SMG since August 2021. Recently I changed roles having moved internally from the Capture agency. Previously I worked in the travel and hospitality sectors, though I had a change of career path just over a year ago moving into marketing, having studied it while at university. 

Olivia Franssen: 
International Manager

Liv joined having worked in a number of international roles within the publishing industry. Liv is responsible for identifying international new business opportunities by carrying out detailed market analysis, creating 'go to market' proposals and growing Lobster's Plan-Apps subscriptions overseas.

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Eva Alcock:
Client Executive

Eva recently joined the Lobster Team, following working in customer services after completing her degree in American Studies & English Literature at the University of Sussex. Eva supports the team by working with clients – assisting with the planning, booking, and evaluation of shopper media.

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Alice Bergin:
Client Associate

Alice graduated from the University of Cambridge with a degree in English, joining Lobster with experience in advertising agencies and customer service roles. She supports clients by working across the planning, implementation and evaluation stages of their campaigns.

Andrei Luminariu:
Client Associate

I joined the Lobster team in October 2021 after graduating from King’s College London and having previously worked for a big FMCG company.
In terms of my day-to-day role, it involves working closely with clients and supporting a smooth execution of end-to-end shopper campaigns, from planning and management to evaluation and reporting.

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, who to date have performed over 2,500+ commerce media evaluations. Bianca’s team specialise in leveraging this data to provide actionable insights and recommendations to our clients.

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Fenella Hogg: 
Conceptual Director

Fenella leads the in-house creative team at SMG and has a strong FMCG background, having previously worked at creative agencies including Grey, Ogilvy and the WARL Group.

Mike England:
Planning Director 

Coming from a creative agency background, Mike joined SMG in 2017. Having spent time leading the Mothercare and The Very Group partnerships in Threefold, Mike is now responsible for leading the SMG Planning Team, ensuring the creation of effective campaigns for all of our clients.

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Yannis Drosidis:
Senior Developer

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.

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Thanos Kounenis:
Head of Engineering

Thanos joined SMG in 2017 on a mission to make Plan-Apps the operating system powering commerce marketing. With more than 15 years of experience in the software development industry, Thanos and his team works to ensure that security, robustness and resilience are the core elements upon which Plan-Apps is built.

We empower these leading FMCG brands

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