Vicky joined AAR in 2007 to lead new product development, bringing over 20 years of client-side marketing and marketing operations experience from organisations including Procter & Gamble, Barclays and emap, where she held senior roles across brand, insight, campaign and marketing operations.
Over that time, she has developed a deep understanding of how marketing teams and their partners operate in practice – and where performance is often constrained. She works closely with CMOs and marketing leaders to help them navigate the realities of modern marketing, from increasingly complex agency models and marketing operating models to the growing influence of data, technology and AI.
Vicky plays a central role in shaping AAR’s work across marketing ecosystems – spanning people, partners, process and ways of working. Her focus is on identifying where friction builds and performance is being held back and helping teams make the changes that unlock it. This can range from onboarding and integrating new agency models, to resetting relationships, to designing capability and change programmes that raise the overall standard of thinking, output and commercial performance.
Alongside her consulting work, Vicky continues to innovate and evolve AAR’s approach across agency management, assessment and upskill – developing practical frameworks, tools and approaches that help clients address real-world challenges – while staying curious and actively exploring how new ideas, technologies and AI can be applied in practice.
She also contributes regularly to AAR’s thought leadership, writing candidly about the realities of modern marketing — from Resets are a good thing. Trust me., to Better briefing: from rushed admin to strategic power move, Why is multi-agency collaboration so damned hard?, and You’ve appointed the agency. Now the real work starts, bringing a practical, real-world perspective to the challenges marketing teams face today.
She brings a broad industry perspective, having worked across a wide range of sectors and clients, and as a judge for the 2026 Client Impact Awards, where she assesses what truly differentiates high-performing marketing teams and partnerships.
As a consultant, writer, coach, trainer and facilitator, Vicky is known for combining clear thinking with practical application – helping teams not only understand what needs to change, but make it happen. And after nearly two decades at AAR, she’s never happier than when she’s creating – on a flip chart, in a framework, or following her curiosity to ask the questions that lead to better answers.
