Overview
Lily Thistlewood is the Head of Performance Marketing at Adanola, a prominent and rapidly growing athleisure fashion brand headquartered in Manchester, United Kingdom. She is a digital marketing expert with over 14 years of experience in the industry, specializing in high-growth, data-driven marketing strategies predominantly within the fashion and e-commerce sectors.
Professional Background
Current Role: Adanola
- Title: Head of Performance Marketing (occasionally referenced as Head of Digital)
- Company: Adanola
- Location: Manchester, UK
- Team: Directs a marketing team comprising roles such as Senior Ecommerce Executive, Paid Social Executive, and Influencer Marketing Manager (13 team members in total).
- Scope:
- Responsible for driving Adanola’s performance marketing strategy across paid channels, digital media buying, influencer partnerships, and ecommerce growth.
- Oversees the integration and optimization of multi-channel marketing campaigns, brand positioning, and international market expansion, with a current strategic focus on US market entry.
- Advocates for a blend of in-house and agency marketing practices, leveraging her background to scale digital operations.
Career Trajectory
- Performance Marketing Agency Leadership:
- Lily previously founded and managed “Reform The Fold,” a performance marketing agency, where she served as Managing Director. Here she developed specialized skills in campaign performance optimization for e-commerce and direct-to-consumer brands.
- Previous Experience:
- Key performance marketing roles at The Very Group and Penkeths Limited, two established names in the UK retail sector. She has also worked with Michael Kors, highlighting capabilities with global fashion brands.
- Early experience as a marketing intern at the American University of Sharjah.
Education
- Master’s Degree: Sports Marketing, University of Central Lancashire
Industry Engagement & Thought Leadership
- Podcasts & Interviews:
- Featured on leading industry podcasts such as Girls in Marketing and C3 Unplugged, regularly discussing trends in performance marketing, data-driven brand scaling, and the transition between agency and in-house marketing environments.
- Provides insights on topics such as the evolution of digital marketing, campaign attribution, and leveraging influencer channels for e-commerce acceleration.
- Public Speaking:
- Recognized for “breaking down the key drivers of Adanola’s e-commerce success” and sharing expert commentary on challenges and opportunities specific to UK and US fashion retail landscapes.
- Social Presence:
- Active on LinkedIn, sharing company updates, market outlooks (e.g., “UK fashion label Adanola on its plans for US domination”), and thought leadership pieces.
- Engagement from industry peers and her team on strategic announcements suggests strong internal and external credibility.
Adanola Background
- Company Type: Private company, fast-growth athleisure brand.
- Sector: Fashion & Apparel (Athleisure, Lifestyle)
- Headquarters: Manchester, UK
- Employees: 51–200
- Market Position:
- Frequently referred to as “one of the hottest brands right now,” Adanola is recognized for its digital-first approach and urban-lifestyle positioning.
- The brand’s digital marketing success is often showcased as a case study in industry content, spotlighting Lily’s leadership.
- Growth Focus: Currently prioritizing US market expansion, leveraging digital marketing to increase brand presence and sales in North America.
Skills & Expertise
- Performance Marketing: Deep expertise in paid channels (search, social, programmatic), campaign analytics, attribution modeling, and direct-to-consumer growth strategies.
- Strategic Leadership: Proven track record of scaling marketing organizations and teams, transitioning between startup/agency environments and global brand-side roles.
- Fashion & E-Commerce: Extensive background in fashion brand building, including experience running marketing initiatives for both emerging and established labels.
- Agency Operations: Experience founding and scaling a performance marketing agency, providing her with a comprehensive perspective on cross-functional marketing operations.
- Market Expansion: Skilled in launching and scaling brands internationally, with recent focus on the US market.
Notable Achievements
- 14+ years in digital and performance marketing across agency, startup, and global brand environments.
- Led Adanola’s digital marketing as the company became a case study in e-commerce growth and innovation.
- Established Reform The Fold, a performance marketing agency, and served as Managing Director.
- Recognized subject matter expert and frequent commentator on digital marketing industry podcasts and panels.
Additional Notes
- Lily is highly regarded by marketing peers for her results-driven approach and innovative strategies in e-commerce & digital brand scaling.
- Her profile demonstrates a focus on data-driven decision making, team building, and adaptation to dynamic, high-growth environments.
- She maintains an active and well-engaged professional network, particularly across UK and European marketing communities.
LinkedIn: [Lily Thistlewood](http://www.linkedin.com/in/lilythistlewood)
Company: [Adanola](https://www.adanola.com)
Prepared for strategic business development and partnership exploration.
