Hi, I’m Luke
I’m the Managing Director of LM Strategic Advisory with over 12 years of experience across marketing, business development and transformation consulting.
About me
I’m a commercially driven strategist with over 12 years of experience across marketing, business development, and transformation consulting. Eight of those years have been at a senior or advisory level, working with market-leading organisations across B2B and B2C, including Munich Re, Capita, and Hildon Natural Mineral Water.
My work spans customer acquisition, brand development, and digital optimisation – but always with a broader strategic lens. I’ve led channel projects across SEO, PPC, email, and e-commerce, but also advised on agency partnerships, customer journey design, and aligning marketing with commercial objectives.
Beyond marketing, I’ve contributed to wider business transformation initiatives, including my role in the M&A team responsible for preparing and selling the GJW business. I’ve also been part of Capita’s bid team, providing marketing consultancy and helping businesses identify and secure the right agency partners to support their growth.
Whether working with premium consumer brands or global insurance firms, I bring a customer-first mindset, strong commercial acumen, and a track record of delivering strategic outcomes that drive performance and long-term value.
Outside of work
When I’m not deep in strategy or refining a campaign, I’m usually being joyfully interrupted by Nala—our resident “Chief Distraction Officer.” She keeps things grounded, playful, and just the right amount of chaotic.
Fitness has been a constant for over a decade, with a focus on weightlifting and strength training. More recently, I’ve added running and swimming into the mix, with a personal goal of completing a sprint triathlon in 2026. It’s a challenge I’m genuinely excited about—and a great excuse to spend more time in the water.
Speaking of water, I’m happiest when I’m near it, in it, or on it. Whether it’s fishing, swimming, cold water plunging, or sailing (badly but enthusiastically), there’s something about being outdoors that resets everything.
I’m also an avid reader of philosophy—always curious about how we think, act, and build meaning. That curiosity extends to technology and gaming, where I love exploring new tools, platforms, and ideas.
Travel is another passion, whether it’s discovering new corners of the UK or heading further afield. It’s all part of staying inspired, connected, and open to new perspectives.
Experience & past roles
Marketing Business Partner
Munich Re Specialty, Global Markets — London & Southampton
Jan 2023 – Jun 2025
In this role, I have assumed various responsibilities.
Responsibilities, including but not limited to:
Part of the Mergers and Acquisitions team for MRSI during the successful sale of the GJW Direct business. I was involved in management meetings during the bid process, helping advise the business. I sat on the transition committee as the marketing and partnerships workstream lead.
Budget control – £1 million plus budget for various business entities.
Assisted in the development of the business growth plan for the GJW Direct business unit, including value proposition, customer segmentation, market share and competitive landscape, contributing to 20% YoY growth.
Digital marketing lead for UK division of the group (Munich Re).
Management and creation of marketing strategy and tactical plan for multiple business units, including GJW Direct, GrovesJohnWestrup Private Clients & Portfolio Solutions, and Munich Re Syndicate.
Sitting within the senior management team for GJW Direct, assisting with making key decisions relating to business growth, customer retention and ensuring alignment to the group’s marketing strategy.
Stakeholder management, including liaising with CUOs (Chief Underwriting Officers) internally, MDs and global marketing colleagues, as well as managing relationships with external stakeholders, including our marketing and design partners, broker networks, industry bodies and TPAs (Third Party Administrators).
Digital Marketer
Munich Re — London & Southampton
Sep 2019 – Jan 2023
Senior consultant for GJW Direct and other entities within Munich Re, reporting to the GJW Direct Steering Committee (Board of Management), undertaking various responsibilities.
Responsibilities, including but not limited to:
Product development, including our policy wording and market analysis to assess underwriting appetite.
Liaising with key partners in industry such as British Marine and RNLI and tactical execution of marketing plans.
Management of marketing and creative agencies and other external stakeholder relationships.
Overarching management of GJW Direct’s digital strategy and tactical plan.
Planning and delivery of flagship events including Southampton International Boat Show, BoatLife, Crick Boat Show and the Royal London Yacht Club’s Cowes Classics Week.
Budget Control – managing a portion of the marketing budget of approx £250k+.
Digital Marketing Delivery Lead
Capita PLC — London & Basingstoke
Jun 2017 – Sep 2019
Lead digital consultant for Gas Safe Register and other contracts within Capita PLC. Also time spent in Capita’s bid team, with the objectives of retaining existing multi-million-pound contracts and winning new business for the group.
Other responsibilities included:
Lead on all digital marketing campaigns – including the national “Gas Safety Week” and “Don’t cut corners” campaigns.
Management of two websites, PPC and SEO strategies and social media channels.
Lead digital analyst, ensuring the senior management team had access to reliable, high quality data to advise on key business decisions. This data was also used to improve an underperforming KPI.
Managed a network of external design, development and strategy agencies who helped execute Gas Safe Register’s wider marketing plan.
Gained a wealth of experience in a wide array of multimedia channels whilst working on key campaigns – this included involvement in the creation of TV and radio advertisements, print and digital marketing work-streams, and OOH promotional materials.
Digital Marketing Manager
Hildon — Stockbridge
Jan 2015 – Jun 2017
This promotion at Hildon gave me far greater responsibilities than my previous role, and I now had a direct report for the first time.
In this new role, I would:
Manage the design and development of Hildon’s brand new e-commerce website, liaising with specialist outside agencies to ensure the work was done quickly, accurately and in scope.
Become the guardian of Hildon’s digital output.
Manage the social media and digital output, coaching the digital marketing executive as they created content for Hildon’s social and digital channels.
Work with the senior management team to refine the company’s digital strategy and advertising plan, ensuring the right balance of sponsorships, advertising and promotions, whilst staying within the confines of the company’s social marketing budget.
Define the company’s international marketing strategy for the overseas aspects of the business
Manage the relationship between Hildon, all sponsorships and all its press, advertising, marketing and creative agencies.
Digital Marketing Executive
Hildon — Stockbridge
Jun 2013 – Jan 2015
A key starting point in my marketing and commercial career, I was responsible for executing the marketing strategy.
My role included:
Update content and imagery on the Hildon website.
Liaise with marketing and creative agencies to help create and manage the company’s campaigns.
Liaise with press agencies and copywriters.
Manage and curate content for Hildon’s social channels.
Engage with Hildon’s customers across all the company’s digital platforms.