At UKLASH, behind every scroll-stopping ad and every product you discover online, there’s a strategy in motion, and leading that strategy is Lizzie, our Senior Performance Marketing Manager. She’s constantly testing new ideas, learning from the data and scaling what works, all while making sure we Never Stop Growing.

From analysing what makes someone click “add to basket” to turning creative experiments into real results, Lizzie sits at the intersection of numbers, creativity and big-picture thinking. We sat down with her to talk about testing, learning, and why growth is as much a mindset as it is a metric.

1. For anyone who doesn’t work in marketing, how would you describe what you do in one sentence?

I follow you around the internet to remind you not to forget your UKLASH purchases :) 

2. What does a typical day look like for you? Is it more about spreadsheets, strategy, or scroll time?

First thing is always a coffee and numbers; sales, overall ad performance and potential optimisations to campaigns. Then afternoons are usually strategy or signing off new creative, whether it’s looking far ahead or switching up a current campaign to test something new, it definitely varies!

3. What metric do you care about most, and why?

Although I should say revenue, ad engagement always excites me the most, especially when we’ve seen an ad idea from script to production. It always feels good when people enjoy the content we create! 

4. “Testing” is such a big part of your role; what does that actually look like day to day?

All of our creative is being tested constantly, alongside audiences, campaign set-ups and messaging, so it's typically checked daily or weekly to see if we have enough evidence to make one decision over another and communicate it to the relevant teams with actionable insights. 

5. What’s the most surprising thing you’ve learned from testing ads at UKLASH?

That simple is always so much better than bells and whistles when it comes to messaging! 

6. In a world where trends move so quickly, how do you balance reacting fast with thinking long term?

The balance always comes from staying true to the brand and what’s relevant to our audience. Some trending content really works, but it doesn’t always engage everyone, so we tend to think of personas and try to solve their problems as best we can, whilst getting their attention through eye-catching creative!

7. We know your role involves ensuring UKLASH as a brand Never Stops Growing, but how do you take that ethos into your professional and personal life?

There’s a quote that’s always stuck with me: “If you’re the smartest person in the room, you’re in the wrong room.” Professionally, I’m always looking for ways to learn, whether that’s heading to networking events to learn from peers or listening to performance marketing podcasts, so I’m constantly picking up new ideas and perspectives.
Outside of work, I like to try new hobbies away from the screen, learn new skills, be creative and say yes to things I haven’t tried before. I just love that feeling of growing and learning!

8. What’s one mindset shift that’s helped you grow in your career?

Being in the arena is what counts! Drowning out the noise of criticism from people who aren’t taking risks and moving forward is important for growing and developing the career YOU want, not the one that someone else thinks you should have. Charli XCX’s t-shirt explains this perfectly.

9. How do you know when to stick with an idea and when to let it go?

Ultimately, if it isn’t easy to explain, it needs more work! And if you just can’t make it work, let it go. 

10. What makes you stop scrolling?

I find myself gravitating towards more soft, calming TikTok’s & Reels over loud, busy videos, probably because we’re all so overwhelmed with content that stands out more to me than actively trying to get my attention in a flashy way!

11. What’s one thing people would be surprised to learn about how ads actually work?

It’s all one big auction - every ad live is bidding against aaaaaalll the others and every user has a different value placed on them depending on what action they may take.

12. Performance marketing is often seen as ‘numbers-focused’. How important is creativity in what you do?

Creativity is super important - we need 100s of ads a month to feed the algorithms of social channels, and they all need to be different and appeal to different audiences. I’ve got the millennial, minimal makeup consumer nailed! 

13. Have you ever seen a ‘pretty’ ad not perform, or an ‘ugly’ one outperform everything?

All the time! But the clear, concise and easy-to-recognise ads always outperform even the really pretty ones. 

14. If you had to sum up your approach to growth in three words, what would they be, and why?

I would choose: consistent, courageous, creative. Consistency means you will get better with more practice. Being courageous means you won’t be standing still. And creative means you will stand out from the crowd.

As Lizzie shows, it’s about staying curious, testing bravely and refining consistently. It’s about knowing when to lean into what works, and having the courage to let go of what doesn’t.
Behind every ad you see, there’s intention, optimisation and learning. Because at UKLASH, we don’t just talk about growth, we live it.