Expertise:

Ideation – Brand – Problem solving

Background:

Richard started Punch in 2007 (with former boss David Kirven, and then Ian and Helen later on) who wanted to create an independent and democratic design agency where everyone could play an active role in our success and build real client relationships. He worked within hospitality marketing since 2010, on brands such as The Grand, Holiday Inn, Jet2, Revolution, Dublin Airport, Hotel Indigo, Best Western & Dunkin’. Before Punch, Richard worked across different design agencies in Leeds, after graduating from Leeds Met with a degree in Graphic Art & Design in 2001.

Key Contributions:

• Achieved six-figure turnover in first year of trading with Punch which lead to inward investment and several key hires who are still with the business today.
• Strategically led the business through its evolving propositions from print design agency to full service offering now refined to niche hospitality.
• Leads Creative Direction of key client accounts from a creative / brand POV.

Approach:

As Creative Director of Punch, Richard’s focus is about ideation and creative problem-solving. He enjoys exploring ideas that come from non-linear thinking about our client’s challenges. He believes that a successful creative agency thrives as a collective of thinkers who are closely connected with our clients to create the big ideas that make a difference.

Expertise:

Business Development – Commercial Campaigns – Sales Strategy

Background:

Louise’s passion for hospitality began at an early age, resulting in her studying a degree in Hospitality Business Management at Leeds Beckett University.

She has over 20 years of experience in hospitality, leading sales and marketing teams across various hotels and ownership/management companies such as Thistle Hotels, Holiday Inn, Cedar Court, Hotel Indigo, and Q Hotels.

Louise went on to become a client of Punch for six years, before we chased her to join as commercial director and co-owner.

Key Contributions:

Provides commercial consulting for our clients across everything from tech stack and acquisition strategy to new hotel market entries — all with a focus on bottom-line performance.

Ensures sales and marketing strategies are aligned at every stage of the customer acquisition journey, joining the dots to make sure every penny spent is working in the right places.

Approach:

Louise approaches her work by focusing on “the what” for clients, guiding them to practical solutions that deliver real results. Her commitment to commercial success ensures that she asks the right questions to create meaningful and impactful strategies.

Expertise:

Strategic Leadership – Business Development – Commercial Sales

Background:

Malcolm started his career as an account manager for a single source office supplier. He went on to lead sales teams in account management and business development, eventually landing a role as National Development Director. While in this role he was responsible for all training and development of sales personal and strategy for a £300 million business.

During his career he’s worked extensively in verticals such as retail and finance, has spearheaded strategy, and even led development of award winning technology for the NHS.

Malcolm has a passion for continued development in business, having just completed a CMI level 7 in strategic leadership and organisational change.

Key Contributions:

• Successfully implementing development strategies leading 7-figure account wins.
• Building sales teams from scratch to win national awards.
• Leading on the development of an innovative procurement and reporting portal for national accounts including the largest public sector contract of its kind for print and tail spend worth over 25 million pound per annum.
• Developed award winning Tech products for both the service industry and the NHS leading to nominations for the national Health Tech awards.
• Developed a Tech product in the NHS which entered the Tussell Tech top 200 UK companies within 2 years.
• Published author in Government Access, the largest public sector magazine in the UK.

Approach:

Malcolm focuses on a consultative approve with clients to ensure they’re fully understood, enabling their requirements to be fully met.

As Development Director, he’s focused on engaging with the right clients for Punch which will lead to long lasting partnerships.

Expertise:

Content Marketing Strategy – Brand Development – Audience Insight

Background:

After studying Digital Media & Communications at University of Leeds, Jess worked for brands like National Trust, Beauty Bay, and The Science Museum. She joined Punch as its first marketing hire back in 2016, growing the team to a department of four.

Jess has worked on key hospitality accounts such as Splendid Hospitality Group, LGH, and Clermont Hotel Group, leading the marketing and publicity content strategy for their expansive portfolio. She then introduced Strategy as a new department, focusing on growing the agency’s service offering to clients, enhancing the way we deliver marketing and brand campaigns.

Key Contributions:

Led on the launch of Blakeney Manor, a boutique, four-star hotel in Norfolk, achieving 100% occupancy for three months post-launch due to their marketing strategy, with 40K website visitors and an average engagement rate of 18.75% on social media.
Led on the LGH B2B summer pops campaign strategy, enabling the client to achieve an 18% year-on-year growth in total revenue for the group, generating £18.8 million in enquiries.

Approach:

Jess combines an audience-first mindset with analytical insight to deliver impactful marketing solutions that resonate with our clients target guests and clients. Her focus on measurable results ensures that every strategy align with our client’s goals.

Expertise:

Digital Project Management – Digital Marketing Strategy – Performance Marketing

Background:

Jack studied at De Montfort University and began his career in marketing at a technical PR agency, where he worked as a B2B copywriter.

He then transitioned to an in-house role as Marketing Manager where he connected with Punch as a client for many years.

Jack joined Punch as a Senior Account Manager in 2021, transitioning into a digital focused role in 2023 to ensure all digital transformation projects were executed effectively. He was promoted to Head of Digital in 2025.

Key Contributions:

• Led the management and delivery of the Clermont Hotel Group digital transformation project, overseeing the development of over 10 websites.
• Led the management and delivery of Compushare’s website development project, overseeing the design and build of 12 websites, increasing the use of self-serve channels where the client saw 61% more website users in less than a year.

Expertise:

Brand Strategy – Hospitality Expert – Founder of Junior Hospitality Board

Background:

Philip has over 37 years of experience in hospitality, starting his career washing pots to later becoming the General Manager of the 5-star hotel, The Grand, York. He has ran various hospitality businesses, such as pubs, restaurants, hotels, areas, and divisions. Philip later set up his own company, Mr B, in 2020, working with a wide range of hospitality ventures; small, private, and corporate.

Key Contributions:

• Launched the Junior Board in November 2023, with a second cohort launched in September 2024, and third coming in March 2025
• Chaired the York Hospitality Association
• Created the MIY Members Advisory Board
• Judge for the VY and YP Tourism awards

Expertise:

Process Development – Profitability – Operational Strategy

Background:

Prior to her role at Punch, Charlotte had a diverse professional career, with time spent in PR, account management, and marketing roles.

Charlotte has worked at a variety of marketing agencies within the client services team, providing strategic solutions, idea generation, and managing campaigns alongside client communications.

She first joined our agency as a Senior Account Manager in 2020, working across all key hospitality client accounts, before becoming the Head of Operations in 2022.

Approach:

Charlotte is focused on the seamless execution of projects, optimising our processes and ensuring our operational strategy is aligned with Punch’s business objectives.

Expertise:

Team Engagement – Policy Compliance – Overseeing Employee Lifecycle

Background:

Prior to joining Punch, Helen worked in hospitality for over a decade including seven years working in a pub, and three years as a chambermaid in a hotel.

Helen’s academic background is in design, studying Graphic Design at Leeds College of Art and Design, completing both a BTEC and a degree in Visual Communications. During her time as a studio manager, Helen’s interest in people management grew.

As Punch grew, it became clear there was a need for more structured people processes, which led her to develop performance plans aligned with our company’s strategic goals, becoming Punch’s Head of People.

Key Contributions:

• Developed a new onboarding structure, ensuring tasks are well-organised and employees feel engaged from the outset.
• Launched a goals and objectives framework tied to Punch’s overall strategy, introducing workshops to align the team.
• Implemented our Vision and Values programme, including workshops, surveys, and engaging events to bring them to life.

Approach:

Helen prefers a hands-on approach, gathering feedback and researching extensively to ensure she’s fully informed. Regular check-ins and maintaining a positive outlook are central to how she operates, as is empowering our Heads of Department. Working with people has been a journey of learning and discovery, and she believes there’s always more to refine.

Expertise:

Brand Development – Creative Campaign Development – Art Direction

Background:

Julie studied Graphic Arts and Communications at Leeds Beckett University and joined Punch before graduating.

She has been with the agency since 2009, starting as a Junior Graphic Designer, working her way up to Head of Design. From day one, Julie has played a key role in developing creative brand campaigns for our hospitality clients.

Key Contributions:

• Led on the creative execution of Splendid’s Winterful Life campaign, which converted 51% of website visitors to bookers and won multiple awards within the sector for its success and revenue growth.
• Created year-long campaigns for Dunkin’, including key seasonal events like Halloween, Christmas, and Easter, reaching over 32 million individuals.

Approach:

Julie combines creative vision with strategic insight. She focuses on crafting visually compelling, brand-aligned designs that improve our client’s positioning in the sector. She leads our design team, delivering innovative, user-centred solutions that resonate with consumers.

Expertise:

Website Development – Game Development – Digital Project Management

Background:

Neil studied at Huddersfield University, gaining a BSc in Virtual Reality Design before moving on to work at Northern marketing agency for eight-and-a-half years.

While in this role Neil became Studio Manager, delivering on web development and design projects for travel and tourism clients, as well as overseeing both departments.

During his 11 years at Punch, Neil has assisted in growing and developing the digital department, expanding the skillsets across the team. He works across digital hospitality projects with a specific focus on accessibility.

Key Contributions: