The Lisa Allan-Downie Interview

We chat with Lisa Allan-Downie of LADM, to discuss the park industry, her role, and what she likes to do when not working.

Hi Lisa, thank you for taking part in the interview. Can you tell us a bit about your journey into the park industry – what led you to where you are now?

Thanks for asking me for an interview.  I did my marketing degree *a very long time ago* I spent my former marketing employment in some great roles – lingerie, banking, energy, snowsports, camping and outdoors and then I started at Argyll Holidays way back in 2012.  I joined as a one woman marketing department and 7.5 years later I left the role of Head of Marketing, Reservations and E-commerce and a team of 8 and a whole lot of business growth accolades under my belt.  I started LADM, in 2019. 

Tell me about your role at LADM? 

LADM is my lifestyle marketing agency, where my small team and I provide a comprehensive range of services including digital marketing, design, marketing strategy, content marketing, web design, lead generation, and marketing team coaching. For some clients, we offer full-service marketing solutions encompassing digital marketing, social media, print, and design. Additionally, I serve as a fractional CMO for certain clients, acting as their marketing director a few days each month to guide their internal teams, develop strategies, and measure performance.  We create strategic solutions to boost profitability and customer loyalty. The secret to the success of LADM is that I am passionate about all my clients.  I take a personal interest in my clients and what they need and want.  And I’ll do everything in my power to make their marketing work. 

Where do you like to holiday? 

I like ANY holidays.  Being self employed taking time off is a bit tricky, so when I go away I like to really get away from it all (with my laptop of course – you never know when there will be a marketing emergency!)

I am lucky to have clients across the UK who I visit so even though am working, I still get to experience their holiday parks as a guest would. I’ve even taken my daughter with me on some occasions – she is a very lucky wee girl who has stayed at many amazing UK holiday parks.

What do you find the most rewarding aspect of your role? 

I love meeting new people and helping them address their challenges. From the initial problem-solving phase to understanding their unique needs, I love seeing the results of our collaboration on new projects. I take my client work personally and deeply care about their businesses. Building these relationships and witnessing their growth and success is incredibly rewarding.

Do you have any advice to those starting out in the industry? 

Be authentic and take the time to understand your customers, whether they are clients, holiday park guests, or owners. By truly getting to know them and putting in the effort, you will see a positive return.

Would you like to share your most embarrassing moment? 

Ooh anyone who knows me, knows there are many embarrassing moments. But most of them I am too embarrassed to share. Haha.

What has been your favourite professional moment? 

I have received awards for marketing, including a Drum Award and a Scottish tourism award. However, what I find most rewarding is seeing the people I have trained and developed go on to achieve incredible things on their own.

If you weren’t doing what you do now, what would you be doing? 

An old school friend told me recently that she always knew I would be a marketer, even back in the 90s. If I hadn’t studied marketing, I would have gone to art school, but my parents talked me out of it. I’m pretty chuffed with the way things have turned out.

Outside of work, what are some of your interests or hobbies?

I have a 7 year old daughter and 2 dogs so when I am not working I’m spending quality time with them.  I love walking and the outdoors – a lot of my creative thinking comes from those moments.

Looking ahead do you have any personal and professional goals for the next year? 

I aim to further grow LADM by connecting with and working with more clients, helping even more businesses achieve their goals.

Is there an interesting fact about yourself or achievement people may not know about?

An interesting fact about me….mmmm during my twenties and early thirties I did some DJing at a Glasgow nightclub.

Who else would you like to be seen interviewed in this series and why?

I am always interested in reading people’s stories, especially leaders in the holiday park and hospitality industry. I love learning about their challenges, how they’ve overcome them, and their secrets to success.