Incubeta Bolsters UK Leadership with Senior Hires Across Client, Media and Commercial Teams

Raft of newly created senior roles support clients to outperform their business goals with elevated strategic, commercial, and capability expertise.

London 7th July, 2025 – Incubeta UK has announced a wave of senior hires across its UK business, reflecting increased investment in supporting clients to drive growth by continually surpassing the expectations of performance marketing.

A global leader in digital marketing, Incubeta helps clients navigate complexity in today’s ever-accelerating pace of change to deliver results that outperform. Among the appointments announced today by Incubeta’s UK Managing Director Andrew Turner, are three senior strategic client service roles, designed to help brands navigate the complex media and marketing decisions required to drive ongoing business growth and outperform their targets.

Miltos Lazarides joins as Executive Client Partner, operating at C-suite and Board Level with Incubeta’s largest clients to ensure their marketing strategies are directly aligned with their commercial objectives. Miltos is a former VP, Managing Partner at Dentsu B2B and Merkle B2B. His career also spans senior roles at Havas and Ogilvy. Gabriella Cohen and Peter Mayall join as Client Directors, overseeing strategic direction and delivery for key accounts. Combining deep understanding of clients’ business objectives, team leadership and strong project management, they will be responsible for ensuring clients’ business goals are met through Incubeta’s multifaceted execution team.

Gabriella is a former Client Services Director at Tug Agency in London. She also spent four years in Sydney, Australia, at Wellcome Worldwide, GDR Group and Woolworths Group. Peter joins from Mindshare where he was Paid Search Director. He previously worked at Jellyfish, and before that at Dixons Carphone and The Plum Group.

The expanded leadership team also sees the arrival of several dedicated specialist capability leads. These roles will lead innovation across performance media channels, without line manager responsibility. This enables them to focus on ensuring Incubeta’s proposition continues to be market leading and aligns with broader client objectives, which ultimately tie back to profitable growth.

Gary King is appointed Head of Display & Video, to drive the agency’s programmatic and video strategy — with a focus on full-funnel impact and media efficiency. He was previously Executive Director Performance, EMEA at OMD and has held senior roles at Media Plus and RAPP after starting his career at Agenda 21. Ryan Delf steps in as Head of Social, responsible for spearheading the agency's Social proposition, delivering client strategies that outperform their ambitious growth targets. Ryan joins from Spark Foundry where he was Business Director.

He has also worked at Mindshare, Assembly Global and Dentsu. Nisha Faulkner rejoins Incubeta as Senior Commercial Lead, responsible for driving Incubeta’s Marketing Intelligence proposition, using her recent experience at Amazon Web Services and Contentsquare to support investment conversations with customers to enable actionable insights from their data. She leads new business strategy and growth initiatives and oversees multi-channel solution design for key clients. Nisha previously spent nearly six years at Incubeta. The hires reflect Incubeta’s ongoing ambition to deliver more consultative, outcomes-focused services in a market where brands are under pressure to prove marketing value in the boardroom.

Andrew Turner, MD at Incubeta UK, said: “This raft of new hires reflects our ambitious strategy to deliver a new era in performance marketing, challenging the industry to task marketing to deliver genuine business outcomes, incrementality and category growth. “It signals an evolution and levelling up of media capabilities, welcoming senior experienced talent into the business to ensure that our approach remains market leading and at the forefront of what is a critical time with how media is changing at a rate and a pace which supports this expanded investment.” About Incubeta Global marketing agency, Incubeta, empowers ambitious brands to harness marketing as a key driver of sustainable growth and long-term business success. With over two decades of experience and a global presence spanning 18 offices, Incubeta partners with leading brands like L’Oreal, ING, M&S, Les Mills, and Hyundai

to transform complexity into clarity, drive innovation, prove value, and achieve measurable growth. Through its Seamless Approach, Incubeta removes barriers that hold marketing back and unlocks its full potential. By integrating creative, media, data, and technology across platforms, partners, and teams, Incubeta delivers transformative strategies and award-winning execution that drive growth, improve efficiency, and redefine what marketing can achieve. More than just solving today’s challenges, Incubeta empowers businesses to outperform targets, exceed expectations, and outpace competitors. Discover how Incubeta redefines the possibilities of marketing at incubeta.com and follow them on Instagram, X, and LinkedIn.