The Team


The Labyrinth Team

Meet our talented team, we are all lovely decent human beings, no egos, we all just simply love what we do. Our passion is infectious and we are driven to make change and deliver results - but most importantly to support you to do so.

We have been there and we get it.

Abigail Dixon

Brand Strategy and Capability Consultant and Accredited Marketing Trainer

Our Director and founder Abigail Dixon is a Chartered Marketer and Fellow, an approved and accredited CIM (Chartered Institute of Marketing) consultant and trainer. She has an extensive track record for delivering profitable brand growth on many household brands, both client-side and in a consultancy capacity. Abby is proud of delivering award-winning campaigns achieved by proven brand and commercial effectiveness across multiple markets and sectors.

She has also been scoping, creating, delivering and directing courses and capability programmes for the CIM for over 10 years and has designed and developed a wealth of training programmes and frameworks. Abby also lectures on the IPM diploma at the IPM, the leading professional body for the Promotional Marketing industry, helping agency marketers to become more strategic to meet brand and client teams changing needs.

Abby is passionate about developing brands with a competitive point of difference, that step change a brand’s growth and gets results. She is personally passionate about empowering marketers and their teams to lead their business and deliver their personal growth aspirations.

Julian Watson

Insight Consultant

Julian is an MRS qualified, qualitative and quantitative insight professional with a wealth of experience across multiple categories and channels.

He has a broad background of both agency and client-side roles, influencing and motivating teams to drive excellent strategic and creative direction.  His senior roles include leading data collection and insight teams for a variety of clients such as Pfizer, Tesco, McDonald’s, whilst agency-side at Kantar and The Leading Edge.

Julian is passionate about mining data to uncover consumer, brand and category truths that are translated into simple effective, visual stories that can be actioned in every part of the organisation.

Shelford ChandlerShelford Chandler

Creativity Consultant

As founding Creative Director of one of the UK’s largest independent marketing agencies, Shelford spent over 20 years working with famous FMCG and retail brands; Vodafone, Nestle, Mars, McDonald’s and Carlsberg - to name a few.

Now, as a creativity consultant, he helps organisations unlock and liberate the creative potential of their own people. Designing and facilitating creative workshops, helping diverse groups apply their creative energies to generate innovative ideas and solve business challenges. He also trains teams in the habits, tools and processes of effective creativity.

Shelford is a firm believer in the power of collaboration and co-creation; that group creativity (involving not just the usual suspects!) can be motivating, empowering and deliver outstanding results.

Rachelle Wood

Shopper Marketing Consultant and Trainer

Rachelle has worked both Retailer and Supplier (FMCG) side successfully developing shopper-centric programmes and ranges for Tesco, as well as delivering category, customer marketing and shopper marketing strategies for Bacardi Brown Forman.  Rachelle’s specialist experience has enabled her to develop a unique perspective combining category and brand thinking with retailer, supplier and agency experience.

Rachelle is the IPM trainer for shopper marketing training and provides consultancy and training for clients in category development and shopper marketing.

She is passionate about understanding shoppers and sharing that knowledge and passion to develop others.

Helen Kemish

Associate Consultant - Brand Development

Helen started in research and moved across to client-side as a marketer, rising through the brand management ranks to controller. She consistently delivered growth on many much-loved household brands such as Ambrosia, Mr Kipling, Saclà Italia and Cheerios.

Helen has a wealth of experience including leading teams to deliver many redesigns, successful new product launches, complex pack price architecture projects and managing multi-brand campaigns.

She has a passion and love for desserts and even runs her own chocolate cake company, The Choc Spot, where great chocolate and quality ingredients are at the heart of every bake.

Chrissy Totty

Innovation Consultant

Chrissy has over 14 years experience working in innovation and communications. Prior to becoming a consultant, Chrissy was Lead Inventor at What If?!, working on numerous global innovation projects. At Vizeum, Chrissy was Head Of Innovation, where she set up an award-winning team focused on helping large brands and start-ups work together.

Chrissy believes that all innovation must be something that adds value and places the consumer at the heart of the challenge; putting energy into how ideas add meaningful value in a new way. In her spare time she can often be found with a tennis racquet in hand or poring over Interior Design magazines.

Olivia Buckby

Associate Consultant – Brand Activation

Olivia has worked as a client-side marketer with experience in both Brand and Retail, having developed and delivered award-winning campaigns for famous brands such as Pepsi and Tango, and delivered flawless in-store execution plans at Esso.

As activation consultant she works with clients to bring brand activation to life through offering credible advice on their brand plans and deliver strategic initiatives for them. Tasks have included agency shortlisting and recruitment, briefing creative, media, digital and BTL agencies, new template development, agency management and evaluation.

Olivia is passionate about the execution of delivery and leaves no stone unturned to ensure the planned consumer experience and journey is every bit as excellent as the aspirational plan.

VickiVicki Pledger

Associate Consultant

Vicki has over 10 years account management experience within top creative agencies. The fast paced nature of agency-side marketing has meant she has been immersed in a wide range of BTL disciplines, categories and brands (particularly FMCG) including United Biscuits, Brown Forman, Coca-Cola, Muller and Johnson & Johnson; collaborating on brand strategies, creative solutions and tactical implementations.

Starting her career in sales promotion and experiential campaigns, her passion for shopper marketing then saw her lead many NPD launches and shopper marketing toolkits.

Vicki loves the creative process and using her project management experience to make things happen.

Christine Frith

Team Support

A born organiser, Christine draws on her marketing and finance background to support all team members in delivering exceptional client services - from investigating and organising our revolutionary workshops to making sure us and our clients are loved after.

She has a wealth of experience in managing complex communication projects at all levels, working with clients ranging from major global finance organisations to ambitious start-ups, and her meticulous approach always delivers results.

Great with numbers, Christine is a firm believer that intelligent planning is the foundation of success.

Joolz Joseph

Associate Consultant - Digital-owned Platforms

Joolz has over 20 years sales and marketing experience. For much of that she has specialised in email marketing for building relationships and brands she has worked with include BskyB, Shop Direct Group, RSPCA and De Telegraaf Group.  She offers training services as well as working with clients, and delivers email marketing training for the CIM.
Joolz believes that email is a great way to build long term relationships with your audience, putting together the right mix of communications to nurture relationships in the early days and turn customers into advocates through targeted messaging.


“Having seen first-hand how some marketing consultants simply present strategic plans to their clients and then leave delivery in the client’s hands, we felt driven to do things differently. Coupling this idea with a passion for training and for elevating the marketing function within organisations, Labyrinth was born to guide you through the marketing maze.

We can help you to identify growth opportunities to step change your brand's growth and define how to unlock them, as well as empowering you and your teams to embed and deliver through providing project management resource, mentoring or training. We don’t just make plans – we bring plans to life.”

Abigail Dixon, Director, Labyrinth Marketing


Labyrinth is made up of a well-connected team of client side marketers, with a proven track record for delivering brand growth, market share and ROI


Our team has a wealth of experience with many household brands across multiple sectors – including FMCG, consumer durables, retail, leisure retail and pharmaceuticals

Some of the brands our team have worked on:


angel d

burger king