Lottie Norman
Marketing Leader | Championing Creativity, Commercial Impact & Brand Legacy
London
Summary
Chief Marketing Officer with 18 years of global experience building brands that are seen, felt, and remembered. I lead the Tour Brands Marketing Lab at The Travel Corporation, looking after a multi-brand portfolio including Contiki, Trafalgar, Insight Vacations, Costsaver, and Luxury Gold.
I work at the sweet spot between creativity and commercial impact, connecting brands to culture, staying close to our customers, and pushing for marketing that performs with purpose. I've built and led brilliant teams across digital, content, CRM, media, and brand, always focused on clarity, results, and momentum.
Before TTC, I spent over a decade agency-side with brands like Google, McDonald's, Qantas, and Expedia, which shaped my love for strategy, digital innovation, and content that actually moves the dial. I lead with empathy, move with intent, and thrive around people who are passionate, sharp, and up for the challenge.
Overview
17
17
years of professional experience
3
3
years of post-secondary education
Work History
Global Chief Marketing Officer
The Travel Corporation's Tour Brands Marketing Lab
03.2023 - Current
- Lead TTC's global marketing lab, delivering scalable, audience-driven strategies across North America, EMEA, and Oceania to drive brand equity, market share, and commercial performance.
- Delivered a 47% year-on-year increase in brand recall and memorability across TTC's tour brands by spearheading award-winning global campaigns, integrating neuroscience-backed creative, and aligning media strategy with full-funnel performance metrics.
- Led Contiki's transformation into a marketing innovation engine, launching first-to-market activations across social commerce, influencer-led content, AI-enabled creative production, and Web3 experimentation, driving double-digit growth in Gen Z acquisition and improving CAC efficiency by 23%.
- Spearheaded the evolution of the Tour Brands Marketing Lab from a single-brand content function to a fully centralised, cross-discipline marketing powerhouse now servicing 12 brands globally — spanning creative, media, CRM, PR, digital innovation, and content strategy.
- Developed and operationalised a strategic destination growth model, integrating sales data, media insights and consumer search patterns to identify growth territories leading to the commercial prioritisation of South Korea as a Tier 1 destination for Contiki, resulting in a +60% revenue uplift YoY, trip expansion, and partner funding through KTO.
Global Marketing Director for Contiki
Tour Brands Marketing Lab
08.2021 - 02.2023
- Built and led Contiki's award-winning content marketing team, driving disruptive brand storytelling across emerging platforms, including a Webby-nominated Alexa voice skill to boost global visibility and cultural relevance.
- Reimagined Contiki's digital presence across the full consumer journey, challenging brand norms to deliver innovative, audience-first messaging for both trade and DTC channels.
- Delivered a high-impact web transformation, resulting in a 162% increase in visit duration, 233% lift in page views, and up to 153% growth in commercial referral click-throughs.
Global Head of Content, Brand & Engagement for Contiki
Tour Brands Marketing Lab
12.2018 - 08.2021
- Transformed Contiki's end-to-end consumer journey by redefining how the brand shows up across all touchpoints, driving more creative, high-impact messaging for both trade partners and direct audiences.
- Pioneered Contiki's social commerce strategy, now delivering 28% higher conversion rates and 58% greater basket value than any other channel, establishing social as a core revenue driver.
Strategy Director
Zenith (Publicis)
12.2017 - 12.2018
- Owned the strategic direction and performance of integrated content programs, delivering measurable impact across digital channels for a diverse portfolio of client brands.
- Conceived and launched the agency's Performance Content Studio, a cross-functional initiative to elevate creativity, accelerate innovation, and embed performance thinking into every brief.
Global Content, Audiences & Channels Manager
VisitBritain
04.2016 - 12.2017
- Led global content, channel, and digital marketing strategy for VisitBritain's flagship campaigns and high-priority communications across key international markets.
- Launched a global social strategy that, within six months, earned VisitBritain the title ‘Best Tourist Board on Twitter' (The Times) and recognition by Facebook as a benchmark for brand engagement.
Digital Strategist - Contract
Geometry (WPP)
03.2016 - 04.2016
- Developed the strategy and concept for a closed B2B social platform and content ecosystem for British American Tobacco, designed to drive engagement, compliance, and brand advocacy among trade partners.
Digital & Social Director
Brand New Media (WPP)
01.2012 - 03.2016
- Created video-led brand storytelling platforms and multi-channel amplification strategies across owned, earned, and paid, blending creative insight with performance data to drive attention and action in competitive global markets.
Creative Lead
Sapient Razorfish (Publicis)
11.2010 - 01.2012
- Led social strategy and content development for an array of clients across sectors, delivering award-winning, audience-first campaigns tailored to each stage of the consumer journey.
- Provided strategic direction on channel growth, audience targeting, and creative innovation,helping brands including Qantas and Samsung unlock new opportunities and maximise impact across social platforms.
Digital Content Manager
McDonald's C/O Sapient Razorfish (Publicis)
07.2008 - 11.2010
- Owned and evolved McDonald's ‘Make Up Your Own Mind' content hub, leading strategy, creative, and delivery across digital channels, while driving innovation in mobile web, app development, and gamified experiences like The Flavourhood Facebook app activations.
Education
Bachelor of Arts - Journalism
University of Lincoln
United Kingdom 05.2003 - 08.2006
Skills
Timeline
Global Chief Marketing Officer
The Travel Corporation's Tour Brands Marketing Lab
03.2023 - Current
Global Marketing Director for Contiki
Tour Brands Marketing Lab
08.2021 - 02.2023
Global Head of Content, Brand & Engagement for Contiki
Tour Brands Marketing Lab
12.2018 - 08.2021
Strategy Director
Zenith (Publicis)
12.2017 - 12.2018
Global Content, Audiences & Channels Manager
VisitBritain
04.2016 - 12.2017
Digital Strategist - Contract
Geometry (WPP)
03.2016 - 04.2016
Digital & Social Director
Brand New Media (WPP)
01.2012 - 03.2016
Creative Lead
Sapient Razorfish (Publicis)
11.2010 - 01.2012
Digital Content Manager
McDonald's C/O Sapient Razorfish (Publicis)
07.2008 - 11.2010
Bachelor of Arts - Journalism
University of Lincoln
05.2003 - 08.2006
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