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hi, i'm Dani

a little about me

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  • Job role: Creative Director, Ada Digital

  • Specialist areas: Creative, Content strategy & SEO

  • Digital experience: Twelve years


As an experienced digital strategist, I’ve worked within the industry for over 12 years - that means, the year I started working in digital the iPhone 5 was released, HMV went into administration and the word “Selfie” was officially added to the English Oxford Dictionary.

Since then, not only have I taken a lot of questionable selfies, but the digital landscape has continued to grow at great pace and I’ve been lucky to be part of some unforgettable digital projects along the way. I love all things ecommerce, from diving into search trends and creating annual content roadmaps, to optimising websites and rolling out new cost saving initiatives.

Leaving Reading University as an English Language graduate, I knew the place to be was digital - new, exciting and growing. My journey started as an Intern at a Digital Marketing Agency, conducting keyword research and creating optimised website content for established B2C and B2B brands, such as Silentnight and TNT Direct.

After a few months, I became a permanent member of the team as a Digital Marketing Executive. Developing and implementing marketing strategies for a broad variety of clients, writing a wealth of optimised advice and lifestyle articles, link building to increase ranking positions in SERPs and managing email marketing strategies from start to finish; briefing, creating and reporting.


After four years of working agency-side, I wanted to see what life was like as a client - in house. 


I moved to LloydsPharmacy as Digital Marketing Executive. Awarded “Marketer of the Year” voted for by the Digital and Marketing function, I managed the LloydsPharmacy email marketing channel, affiliate marketing channel and supported the content team by creating optimised content aligned to SEO best practices.


During my time at LloydsPharmacy, I worked my way up from Executive to Manager and Senior Manager to Head Of Digital. I worked closely with the board, senior internal stakeholders and external agencies on a daily basis to define and implement the overarching digital strategy - from annual targets & KPI to A&P spend and budget management. I focused on leading a team of Digital Designers, Copywriters, Marketing Executives and eCRM experts to develop, launch and optimise digital content across all channels and deliver a seamless digital customer experience.

How it all started

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Where I am today

Today, my aim is to use my knowledge and experience to help as many businesses as possible unlock their true potential online. I love to see a vision come to life, businesses see success and happy clients.


Ready for a new challenge, I joined Ada Digital as Creative Director. Offering full service digital support to businesses of all sizes.  As a digital marketing expert, I can help with website design and development, SEO and content strategy, email marketing, affiliate marketing, CRO and much more. 


I’m passionate about helping businesses drive success online and I take the time to really get to know each client, their brand and most importantly, their customers. I’ve worked with lots of different types of industries, retail sectors and verticals, and I can help your brand take the leap to drive increased leads and sales. So, if you’d like to talk, just send a quick message and we’ll arrange a chat.

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Who we are

The story

Ada Digital was founded by Tom Murrell, a digital expert with a passion to help businesses unlock their true potential online. Why Ada? Ada Lovelace was an English mathematician and the analytical brains behind the first ever computer

The quality

With over 25 years combined digital experience, the Ada Digital team are experts in all things digital, truly passionate about each step of the process - research, build, launch and optimise.

Vision statement

To provide expert digital advice, guidance, insight and solutions to empower businesses to realise their potential online and transform our clients business with the power of digital marketing.

Honesty & integrity

​We're results-driven (and there's no hiding from numbers). Our clients are at the heart of everything we do. We think about our clients, their business and their customers, as a digital partner every step of the way.

Mission statement

Empowering people to build their business online. Inspiring people to achieve business growth.

Think. Create. Do.

Passion & learning

We love the opportunity of working with new or existing businesses; digital marketing and enabling business growth is our passion.

Our clients

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What our clients say

Fancy a chat? Free consultation

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