Lucy Allen - Activations and Events Manager
How long have you worked at Global Brands?
Just over 2 years.
What is your role at Global Brands and what does it entail?
I am the Activations and Events Manager. I manage the events team which includes an office-based team and a warehouse-based team. We support the wider business by delivering strategic activations, event assets, and relationships that drive brand values and sales.
How did you get into it?
I came from a similar position in the hospitality industry, working with one of our current customers, so the move felt like a natural step. The events experience I had there really helped me hit the ground running here.
What’s the best project you’ve worked on and why?
I’d say the Northern Restaurant & Bar Show in March 2025 stands out. We had six totally unique stands, but my favourite part was bringing the 90s pub concept to life for Hooch. It was such a fun theme, and while it’s always hectic in the lead-up to events, seeing everything come together and watching people’s reactions makes it all worth it.
What do you like the most about working at Global Brands?
I think it’s the people here, everyone’s supportive, no matter what team you’re in. And because of the industry we’re in, the work stays fresh and exciting. There’s always something new on the horizon, whether it’s a creative activation or an event we’ve never done before.
What’s your favourite GB product and why?
I’ll be cheeky and have 2, an alcoholic and non-alcoholic! Plus, they’re perfect together.
- Take Tequilla – Grapefruit
- Franklin & Sons Grapefruit Soda
And just to be nosy, what’s your favourite packet of crisps?
Seabrooks – Prawn Cocktail.
What one piece of advice would you give to someone thinking about a career in the drinks industry?
It’s wide-ranging and always evolving – there are always new brands, new products and new ways of activating. Stay involved and stay curious, keep up with the industry, get out there and experience new events, drinks and ways of marketing. If you see something is everywhere, think forward to something new.
