• Lobster

5 minutes with Toby Lyons (Client Associate)


When did you join Lobster?

I joined Lobster in February 2021.


Describe your role in a nutshell...

My role is to help manage shopper media campaigns for some of Lobsters FMCG clients. This can vary from booking in clients' media, doing evaluations on Plan-Apps and helping ensure the success of every touchpoint in the store.





Tell us what you enjoy most about working here?

The people are fantastic! Everyone is super friendly and really helpful when you first start. Also it's a great opportunity to work with well known brands and it's really satisfying when you see your work go live in store.


What aspects of your role keep you challenged and curious?

I'm constantly learning, every client and retailer is different therefore it's important to remain organised and agile. I'm also really interested in seeing which pieces of media performed best and why. I think Plan-Apps is a great resource for these shopper evaluations.


Which of the four SMG values resonates most with you and why?

Stay curious. The shopper marketing industry is fluid and changing every day. SMG offers lots of opportunities to learn, and the people are fantastic in taking time to help you grow.


What is the most useful piece of advice you've received since joining SMG?

Don't be afraid to challenge the status quo. You get lots of responsibility working at Lobster and they love it when you ask questions and try to improve. Also have fun!

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