About me

I've spent the past twenty-plus years building brands, leading teams and trying to make marketing both more creative and more effective. My career started in advertising agencies, where I had the chance to work with some brilliant people and some very big brands, including Sky, MINI, Vodafone, Kellogg's, Santander, Smirnoff and The Telegraph. It was a fast, occasionally chaotic and hugely fun environment that taught me how powerful a clear idea can be when everyone rallies around it.

During my time at WCRS/ENGINE (now House 337) I led major integrated campaigns across advertising, digital, PR and partnerships. One of the pieces of work I'm most proud of from that period was the Women's Aid campaign, which went on to win two Cannes Lions and reach hundreds of millions of people around the world. It reminded me that great creative work can do more than sell products; it can genuinely change conversations.

In 2021 I made the leap client-side to become Chief Marketing Officer at Lovat Parks. The business was still in its early stages, which made it an exciting moment to join. My role has been to help shape the brand and grow the company into something distinctive within the UK holiday market. Lovat Parks sits slightly apart from traditional holiday parks. We've focused on creating beautiful places to stay, celebrating the outdoors and building a business that takes sustainability seriously. The company became the UK's first B Corp-certified holiday park operator, and when we re-certified, we managed to improve our score, which is something I'm incredibly proud to be part of.

Day to day my job is a mix of brand thinking, digital performance, storytelling and team leadership. We've built a marketing function that spans Brand, PR, CRM and Performance Marketing, and together we've transformed the company's digital presence. Relaunching our website as a proper e-commerce platform has helped increase engagement, organic traffic and revenue significantly, while our CRM and lifecycle marketing now play a big role in driving growth.

I'm a big believer that the best marketing sits somewhere between creativity and data. I love a good idea, but I also love testing, learning and optimising things until they really work. At Lovat we've embedded a "test and learn" culture across the team, using analytics and experimentation to keep improving how we connect with guests and holiday home owners.

What I enjoy most about my role is building brands that people genuinely feel something for. Whether that's through design, storytelling, partnerships or the little details of a customer experience, the goal is always the same: to create something distinctive and memorable.

Before all of this I studied Fine Art at Oxford, which probably explains why I'm still drawn to the visual and creative side of marketing. It also taught me to look at problems from different angles, and the enjoyment I get from imagery and design.
Ultimately, I love helping organisations grow by giving them a clear identity, a strong story and a team that believes in what they're building.

Work
Articles
Achievements
Activity

Torie's achievements

Site Achievements

Top 25

Judging

Torie Wilkinson has sat on the Creativepool Annual jury.

Annual 2026 Judge Best Brand to Work For

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