Meet the Team -  Lucia Sibley

Welcome to our latest meet the team blog

Meet Lucia Sibley, Senior Marketing Executive, who has worked at before for over 4 years. During this time, I have grown our social media following by 84% supported the implementation of HubSpot and a new brand message “see what others can’t.”

Part 1: Meet the Person Behind the Role

What excites you most about the work you do?

No two days are ever the same. One week I might be helping shape a major event experience, like our “See What Others Can’t” challenge at London Connect, where we took it old school with a red reveal glass to uncover a hidden code. The next, I could be supporting a new product launch, running a webinar, building marketing campaigns, or launching a community initiative.

I also love the people side of the job. Marketing gives me the chance to work with colleagues across different teams, regions, and specialisms, and there’s always plenty of new things to learn. Whether it’s celebrating a successful event, getting innovative about a new campaign, or being that person who starts talking while still on mute in a team’s meeting, there’s truly never a dull moment at Bedford.

What’s your go-to workday soundtrack?

Anything by Jungle, Glass beans or Khurangbin. I like a good rhythm to work to.

What’s the proudest achievement you’ve had at Bedford so far?

Honestly, my biggest achievement has been developing the confidence to lead, make decisions, challenge ideas constructively, and take accountability for outcomes. Being trusted to drive initiatives, influence ideas, and see it all come to life.

Part 2: The Insight Behind the Expertise

What are the biggest challenges organisations are facing in this area today?

From a marketing perspective, I think the biggest challenge is AI. It’s become so readily available that everyone is using it, which means it’s never been easier to create content. The downside is that across all organisations we are seeing more off-brand social posts, presentations, and marketing materials that don’t reflect a company’s identity or standards.

I’m really passionate about the Bedford brand, so for me the challenge isn’t avoiding AI, it’s making sure we use it well. That means working closely with our teams to provide the right templates, guidance, tools, and support so people can move quickly without compromising quality or consistency.

What’s one question every customer should ask before starting a transformation project?

“Do we have the right data, and can we trust it?”

From my experience supporting the rollout of HubSpot, which has many similarities to an Anaplan implementation, the biggest lesson is that technology is only as good as the data behind it. You can invest in the best platform available, but if the data going in is incomplete, inconsistent, or outdated, the results will be too.

That’s why I’d encourage organisations to focus on data readiness from day one. Getting your data in the best possible shape before implementation reduces risk, speeds up adoption, and helps ensure you see value from the investment much sooner.

Tell us about the challenge, what you or the team changed, and the impact it had.

One challenge we faced was how to scale our marketing activity as the business was growing so quickly, we wanted to ensure we remained relevant to different our audiences across regions, industries and services.

As a team, we focused on becoming more audience-led in our approach. Rather than creating broad marketing campaigns, we’ve invested more time in understanding the challenges our customers face and tailoring content, events and communications around those needs. Specifically, using data to drive our next steps. We also introduced new ways to engage audiences, from interactive event experiences, communities and more targeted account based campaigns.

The impact has been increased engagement across our marketing channels, stronger participation, and engagement across our marketing initiatives. Most importantly, it has helped us create more meaningful conversations with customers.