Bristol-based customer relationship marketing agency Armadillo has continued to invest in its senior management team by creating the new role of managing director.
The promotion of client partner Joanna Penn to the position – along with the arrival of Emma Watson as a new client partner – follows year-on-year revenue growth of 75% for the agency in 2021. 
Armadillo, which works with blue-chip clients such as McDonald’s, Disney, Carnival UK and P&O Cruises, said as managing director Joanna would lead the operational management of the agency, allowing CEO James Ray to focus on strategies to continue its momentum.
Joanna, pictured right, joined Armadillo two years ago as client partner on its McDonald’s account, having had a successful career working on global brands such as Nike, Unilever and Pernod Ricard.
Armadillo said she had excelled at building and nurturing a high-performing, motivated and happy team and leading them to focus on delivering the best work for its clients.
In her new role, she will apply these skills across the business while continuing to deliver against Armadillo’s proposition for existing and new clients.
Joanna said: “A big part of me never thought this would happen, because I never thought I would find the right agency in which to take on this role. 
“Armadillo has fantastic clients, the right leaders, great, supportive and highly talented teams, and – most importantly – a great ethos and culture.
“I am both grateful and proud I have been given this role and really look forward to helping the agency deliver unrivalled return on investment for all our award-winning clients and future partnerships.”
Emma Watson, pictured right, joins from Bath-based customer data specialist Edit where, as business director, she ran its flagship account with Jaguar Land Rover, delivering commercial success and multiple award wins (including two Golds at this year’s DMAs).
Armadillo said Emma brought a pedigree in data and customer relationship marketing (CRM) to the team, with deep experience working strategically with data and MarTech to deliver compelling campaigns and customer experiences with proven results.
Emma said: “Armadillo continues to go from strength to strength and I’m excited to be part of its next phase of growth.
“I’m passionate about working in partnership with clients and, along with the talented Armadillo team, am looking forward to pushing CRM boundaries to achieve innovative work, which delivers amazing results.”
CEO James Ray added: “Jo was the natural choice for the MD role: her energy, intelligence, commitment and natural instinct for leadership have been a huge part of our success, and I’m excited to see her apply that across the whole business.
“Emma brings with her a wealth of experience and skill in delivering commercial success for clients through orchestrating engaging, data-driven customer experiences: a perfect fit for our proposition and a fantastic addition to the team.”
Armadillo combines expertise in data, insight, technology and strategy with creativity, personality and craft to drive changes in customer behaviour that deliver fantastic results for global brands.
Last December it won five awards – a Gold, two Silvers and two Bronzes – at the DMA Awards, the annual best-in-class showcase covering all areas of direct marketing across the UK.
