Lucy Mildwater

Observer
DISC Type : ci

Senior Brand & Campaign Manager at Direct Line Group

Claygate, England, United Kingdom

Overview

Lucy is a creative and commercially-minded Senior Brand and Campaign Manager with a proven record in brand building and lead generation for major UK companies. She has a strong background in the insurance and property sectors and holds a Mini MBA in Brand Management.

She was nominated and shortlisted for “Insurance Marketer of the year” in 2024 by Financial Promoter.

Personality Overview

Assertive

Value Driven

Curious

They can sound friendly and charming but can quickly change gears to become inquisitive and probing.  They are generally strong communicators and are not easy to convince. They often ask many questions and rely heavily on information and documentation.

Topics They Care About

Sonic Branding
Led the successful 2023 relaunch of Direct Line's iconic "bugle" sound, believing multi-sensory experiences emotionally connect with consumers and enhance brand recognition.
Brand Campaign Management
Manages high-profile campaigns for major brands like Direct Line and Green Flag, focusing on creativity, collaboration, and driving growth.
Insurance Marketing
Recognized as a leader in her field, having been shortlisted for the "Insurance Marketer of the Year" award in 2024 by Financial Promoter.

Media Appearances

Lucy has no verified media appearances

Work History

3-2017
Senior Brand & Campaign Manager at Direct Line Group
11-2012 - 5-2016
Digital Marketing Manager at Barratt Homes
5-2011 - 9-2012
Senior Digital Marketing Consultant at Direct Line Group
5-2010 - 5-2011
Senior Marketing Consultant (Project Team - new product launch) at RBS Insurance
4-2009 - 4-2010
Marketing Consultant (Aggregator Team) at RBS Insurance

Education

Mini MBA Brand Management from MiniMBA
TV Masters from TV Masters from Thinkbox

More Information

Social Presence :

Prographics :

Exp : 17 Location : Claygate, England, United Kingdom Job Level : Middle Designation : Senior Brand & Campaign Manager at Direct Line Group
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Insights For Selling To Lucy

During A Call Or A Meeting

DO's

  • Use phrases like ‘clear proof that’, ‘data shows’ etc.
  • Be prepared for a lot of questions, answer them objectively
  • Help them realize that there is no personal risk in making this decision

DONT's

  • Don’t rely excessively on your relationship with them to win the deal
  • Avoid making offhand commitments
  • Don’t be too objective but make sure to pad your storytelling with data points

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Lucy is

  • Clear proof of product value matters to them, followed by others' testimonials and rapport.
  • Will you ever get a clear answer from Lucy

  • They are practical yet friendly, don’t expect a clear no very often.

Insights For Deal Planning

    How fast (or slow) will Lucy move?

  • They like to analyze well and then make their decisions.
  • Can Lucy take some risk or not?

  • They systematically evaluate all decisions and are unlikely to take many risks.

You And Lucy

Personality Compatibility


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