Incubeta makes six senior hires to drive client growth

Global digital performance marketing agency Incubeta UK has revealed a wave of senior hires across its UK business, reflecting increased investment in supporting clients to drive growth.

Among the appointments made by UK managing director Andrew Turner, are three senior strategic client service roles, designed to help brands navigate the complex media and marketing decisions required to drive ongoing business growth and outperform their targets.

First up is Miltos Lazarides, who joins as executive client partner, operating at C-suite and board level with Incubeta’s largest clients to ensure their marketing strategies are directly aligned with their commercial objectives.

A former VP, managing partner at Dentsu B2B and Merkle B2B, Lazarides’ career also spans senior roles at Havas and Ogilvy.

In addition, Gabriella Cohen and Peter Mayall join as client directors, overseeing strategic direction and delivery for key accounts. Combining deep understanding of clients’ business objectives, team leadership and strong project management, they will be responsible for ensuring clients’ business goals are met through Incubeta’s execution team.

Cohen is a former client services director at Tug Agency in London. She also spent four years in Sydney, Australia, at Wellcome Worldwide, GDR Group and Woolworths Group.

Meanwhile, Mayall joins from Mindshare where he was paid search director, having previously worked at Jellyfish, and before that at Dixons Carphone and The Plum Group.

The expanded leadership team also sees the arrival of several dedicated specialist capability leads. These roles will head up innovation across performance media channels, without line manager responsibility, enabling them to focus on ensuring Incubeta’s proposition continues to align with broader client objectives, with the ultimate aim of driving profitable growth.

Gary King is appointed head of display and video, to drive the agency’s programmatic and video strategy with a focus on full-funnel impact and media efficiency. He was previously executive director performance, EMEA at OMD and has held senior roles at Media Plus and Rapp after starting his career at Agenda 21.

Next up is Ryan Delf, who steps in as head of social and will be responsible for spearheading the agency’s social proposition, delivering client strategies for ambitious growth targets. He joins from Spark Foundry where he was business director. Delf has also worked at Mindshare, Assembly Global and Dentsu.

Finally, Nisha Faulkner rejoins Incubeta as senior commercial lead, responsible for driving Incubeta’s marketing intelligence proposition, using her recent experience at Amazon Web Services and Contentsquare to support investment conversations with customers to enable actionable insights from their data.

She will lead new business strategy and growth initiatives and oversee multichannel solution design for key clients. Faulkner previously spent nearly six years at Incubeta between 2016 and 2022.

Andrew Turner said: “This raft of new hires reflects our ambitious strategy to deliver a new era in performance marketing, challenging the industry to task marketing to deliver genuine business outcomes, incrementality and category growth.

“It signals an evolution and levelling up of media capabilities, welcoming senior experienced talent into the business to ensure that our approach remains market leading and at the forefront of what is a critical time with how media is changing at a rate and a pace which supports this expanded investment.”

With over two decades of experience and a global presence spanning 18 offices, Incubeta’s clients with leading brands L’Oréal, ING, M&S, Les Mills, and Hyundai. Earlier this year, the UK agency also picked up the Harrods business.