I joined Först to lead group marketing and brand strategy creation and implementation across 25 sales territories globally, and support a growth in annual turnover from £25m in 2020/21 to over £40m the following year. Working with a limited budget that required a lot of work to be completed in house and my sleeves to be permanently rolled up - I focused on a new brand direction, making Först's customers the focus of our marketing rather than the machines. By fine tuning the customer journey, and allowing our audiences to see themselves in our content across all channels, I supported a growth in conversions and a reduction in the length of the sales cycle.