Uprising: Lucy Darbon on Her Journey to Using Data Creatively

Growing up in Kent, Lucy’s childhood was defined by a blend of athleticism, creativity, and intellectual curiosity. She describes herself as “sporty and nerdy,” with a deep love for both team sports and digital games. As a child, Lucy would often find herself playing Pokémon and Need for Speed with her younger brother, indulging in the immersive worlds of video games. But her interests were not confined to the screen – Lucy thrived in team sports, particularly football and field hockey, which she continues to play.

“My family was very supportive, and I grew up with a strong sense of ambition,” she recalls. Her upbringing, shaped by her working-class parents, laid the foundation for the determination that has fuelled her career. Her father, who eventually became a director of a prominent architectural firm, and her stepfather, a film and TV composer, gave Lucy a unique perspective on work ethic, creativity, and pushing boundaries. "I couldn’t have asked for more love, inspiration, or support from my family," she says.

Despite her natural introversion, Lucy was driven by a quiet ambition, always seeking to do her best in everything she took on – whether it was excelling at school or trying new experiences.

Lucy studied History at Durham University, where she first honed the analytical skills that would later serve her well in marketing and data. "In my final year, I specialised in the history of propaganda in the 20th century, which ended up sparking my interest in the marketing sector," she reveals. By focusing on how communication and information can influence societies, she began to consider a career that would merge history, psychology, and technology.

Her time at university gave her academic confidence and an appreciation for storytelling, while also equipping her with the resources to understand the data that drives those narratives. These interests would eventually steer her toward a career in marketing.

Like most graduates, Lucy joined the industry via a graduate scheme at BT. But her early exposure to the world of high-profile brands started even earlier, during stints at Eastenders' PR department and at the sponsorship team for Manchester United. These formative experiences gave her a unique insight into the power of marketing at scale, and more importantly, revealed to her the critical role that data plays in crafting compelling customer experiences.

“I was fortunate to work for two massive brands, and the exposure to their operations gave me the confidence to pursue a graduate scheme,” Lucy explains. But it was at BT that Lucy began to truly cultivate her career in marketing, particularly in the realm of customer relationship management (CRM) and data-driven marketing.

Lucy’s time at BT, particularly in the CRM team, was particularly pivotal. She credits her early mentors, especially the female managers who believed in her potential, for providing the support and opportunities to propel her growth. Her interest in marketing automation was sparked as she learned to use platforms like Oracle and Salesforce. And it was this combination of data, technology and customer experience that quickly became her professional sweet spot.

One of the standout moments in Lucy’s career came when she led the performance marketing team and later, the digital marketing effectiveness team at BT. “These roles taught me so much about the potential of data and technology to transform customer experiences,” she says. “But equally important was the realisation that supporting and nurturing your team is essential to delivering on these experiences.”

During this time, Lucy managed a group of apprentices in her digital marketing effectiveness team. Their work on campaign reporting and cross-channel insights was groundbreaking. Their ability to design sophisticated reporting systems earned them internal awards, an achievement that solidified Lucy’s commitment to combining data, creativity, and technology in her work. “I’ve never been prouder,” she reflects. “That project confirmed for me that I wanted to work in marketing data and technology, but importantly, I wanted to lead great people.”

Since joining Armadillo in 2023, Lucy’s passion for data strategy has found its true home. “Every day, I get to solve new challenges,” she says. “What excites me the most is working with some of the smartest people I’ve ever had the privilege to learn from.” 

In her current role as data strategy director, Lucy leads initiatives that leverage data to create better customer experiences for clients. “Data offers a world of possibilities,” she explains. “When used correctly, it can do so much – from personalising customer journeys to driving decision-making.”

However, Lucy acknowledges the complexities of working in data and strategy. “Creative projects are more challenging for me,” she admits. “They aren’t as easy to assess and improve objectively as data-driven work. But when it comes to spreadsheets, I’m in my element!”

Her strategic approach to data is not just about using numbers to optimise performance; it’s about uncovering deeper insights that can deliver real, tangible results for clients. For Lucy, the intersection of creativity and data is where the magic happens. “When you combine the right data with great creativity, that’s where the magic happens,” she explains.

As much as she enjoys the technical aspects of her job, Lucy is deeply passionate about the evolving landscape of data privacy. “Data privacy is still a grey area in marketing,” she observes. “It’s something that gets me debating – especially as I’ve seen how companies interpret the legislation. It’s so important that brands get this right, and when they don’t, it really gets me riled up!”

Looking ahead, Lucy is particularly excited about the potential of AI and machine learning. “Data is incredibly powerful for understanding customer needs,” she says. “But to deliver relevant, personalised experiences at scale, we need technology to provide the intelligence and scale necessary.”

In her view, the industry’s biggest challenge is helping marketers better understand and utilise data and technology. “We need to make it feel easier and less intimidating for marketing execs,” she says.

Outside of work, Lucy is committed to staying active. She continues to play field hockey at a competitive level and finds that sport is the perfect way to decompress. Her love for travel has also grown in recent years, with Thailand, New Zealand, and the Inca Trail topping her bucket list.

When it comes to inspiration, Lucy is a fan of the arts in all its forms. “I love reading, films, TV, music, and gaming,” she says. With her partner, who enjoys highly-rated films, Lucy watches a lot of cinema. “I just wish I had more time to read – I’m a huge book lover,” she adds.

Lucy’s journey to data strategy director reflects her passion for marketing and data, while also highlighting how satisfying being a leader and supporting her team has been for her. Day-to-day, she’s solving challenges, but she’s also inspiring and leading teams to unlock the potential of data, creativity, and technology in pursuit of better customer experiences.