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

With solid consumer PR experience under her belt, Mika is responsible for Custard’s consumer-focused clients, bringing together PR professionalism and creative storytelling to implement bespoke strategies to hotel businesses. Mika always keeps a close eye on developing trends in the media as well as the industry, striving to shape and deliver PR strategies for hotels using a creative and intelligent approach.


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

Katie has a wealth of hotel communications experience having worked at AA Hotel Services and Publishing for 15 years prior to working at Custard. A whizz at the written word and sharing a tale, Katie works at high speed to generate compelling content and ideas for our clients. The understanding Katie has of the hotel industry is exceptional, so her role often involves sharing news and updates on who has moved where and who bought who.


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.


Junior Account Manager

An articulate and team-orientated individual, Charlotte applies her knowledge of marketing along with her professional skill set and our in-house training to provide the Custard team with robust marketing and PR support. Charlotte has an infectious passion for sustainability and shares pioneering ideas with clients as well as being a part of our in-house Conscious Custard green team.


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.


Junior Account Manager

Lucia is a multi-skilled marketing professional offering a wealth of experience in wellness and employer branding PR strategies. Her keen eye for detail and flair for the written word enables her to work with both our consumer and business-focused clients. With a background in the discipline of dance and an ambition to champion marketing excellence, Lucia brings the perfect combination of precision and creativity to the Custard team.


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.