Luke Judd, Cazenove+loyd’s digital marketing manager, tells Madeleine Barber about his rollercoaster 2020 and how he’s finding his feet in a new role
Luke Judd’s position as marketing manager at Norad Travel Group became one of the many Covid-19 casualties last August when he was made redundant after a period of furlough, but the 29-year-old didn’t submit to the potential career setback. Instead, he fervently undertook a job search and found himself employed by Cazenove+loyd as digital marketing manager before the end of October.
“I was going to take any job I could get but then this position came up and it presented an opportunity to get back into travel, which is where I really wanted to be,” he says.
At Cazenove+loyd, a luxury tailor-made tour operator, Judd heads up digital strategies including website development, email marketing, SEO, advertising, social media and all other digital analytics. This month he’s managing and working with external experts to implement a redesign of Cazenove+loyd’s website ready for a travel restart.
“I feel like I’m treading water waiting for things to open up,” he says. “It’s all about getting your ducks in a row and your strategies in place because the demand is there and as soon as people get the green light to travel there’s going to be so much opportunity – we’re going to have to be adaptable.”
But it’s not just the tour operator that is having to be adaptable; Judd is too. Starting a job in lockdown with little experience of homeworking and generating marketing plans without a budget to play with have really put him to the test. “It’s been difficult but I’ve found my ground”, he says.
This resilience in part comes from the careers advice Judd took last year, which he believes will benefit other young people working in travel too.
“When you’re being knocked down, always pick yourself back up,” he explains. “Don’t get disheartened, because you can’t afford to spend a week feeling bad – you have to push yourself to be positive and keep going.”
In his career thus far, Judd names the creation and execution of a Norad Travel Group print campaign as his proudest achievement: a travel-themed calendar sent to previous customers that featured a different supplier each month and resulted in a number of enquiries at the group’s travel agencies in Wiltshire, Hampshire and Northern Ireland.
After working across print, digital and events in his previous role, Judd’s aspirations for working at Cazenove+loyd include focusing on and expanding his online marketing portfolio.
“I’m looking forward to really specialising in digital and getting some successful campaigns under my belt,” he says.
The marketer’s love of travel, which was cemented while working on projects in the US and Africa after university, will only act as a catalyst for his projected success.
“I’m working with a product that I love and promoting amazing destinations that I want to go to myself,” he says. “Some of the holidays we promote at Cazenove+loyd blow my mind – it really gets me excited about when we can travel again!”