Lydia has worked in international marketing in a range of sectors, from music industry to e-commerce to now the charity sector at the National Trust. She was a key force behind transforming Groupon’s 14-country global marketing planning and operations teams into a trading function that helped the organisation steer through covid and beyond. She has been at the National Trust for three years, where her multi-year vision for growing younger audiences is now coming to fruition with the Trust having recently seen a +39% year on year increase in recruitment of young adult memberships.  In 2023, her team won the PMA for Best Leisure, Lifestyle and Wellness Campaign. In addition to what she does in Marketing, she is currently completing a Churchill Fellowship to find new ways to reverse the decline of societal generosity in the UK.