Our Team


Founder & CEO

Petra launched Custard in 2007 to deliver creative, strategic and measurable solutions to the hospitality sector. With more than 23 years of experience in strategic hospitality marketing, Petra has her finger on the pulse of the industry’s challenges and commercial pressures. Petra is currently the chair of the leading professional body for hotel marketers, the Hotel Marketing Association and delivers the marketing module for the Master Innholders Aspiring Leaders Diploma.


Account Director

Lesley excels in the diligent management of Custard’s B2B PR and marketing accounts. Working with venues, associations and industry suppliers, Lesley’s stringent organisation and unparalleled eye for detail ensures the delivery of bold and pioneering campaigns, backed up by the latest research and industry trends. Lesley keeps a firm grip on industry issues and Government engagement to build bold campaigns for lobbying and positioning.


Account Director

Maria balances her time between consumer-focused and B2B client accounts from across the industry. With an extensive background in hotel, leisure and venue PR, Maria is always hot off the mark with creative new ideas and outside-of-the-box approaches to client campaigns and delivery. With experience in working within hotels, restaurants and theme parks, Maria has vast knowledge in developing successful marketing strategies and creative campaigns with big results.


Account Manager

Emma has worked as a journalist for 15 years, 10 of which have been for drinks and hospitality trade publications. Now working as an account manager, Emma is using her experience to help Custard clients amplify their message and target their desired audience in the most effective way. Emma works on our B2B accounts, auditing client communication and implementing PR strategies.


Account Manager

Anna works on both our consumer and B2B accounts, delivering innovative campaigns and marketing content. A proficient writer with a keen eye for detail, Anna brings creativity into her storytelling and often delivers client workshops and masterclasses. Anna enjoys developing close partnerships with her clients to understand the heart of a brand and strengthen messaging through meticulous word choice and tone of voice.


Head of Marketing

Since joining Custard through the National Apprenticeship Scheme in 2014, Georgia has developed a wealth of knowledge and experience of the hospitality and events industries. With a passion for results-driven marketing and digital delivery, Georgia has been instrumental in building the Custard brand over the years and continues to support and nurture the company’s leading reputation and reinforce its deep-rooted connection with the industry.


Business Operations Manager

Following his degree in Business Management, Louis is in charge of the operational side of the business, working closely with our CEO, Petra, our bookkeeper and head of marketing to support the busy day to day management of the business. A driven professional with an analytical mind and an aptitude for problem-solving, Louis provides strategic operations and marketing support to the Custard team and clients.