In conversation with our DMA judge and council member: Holly

1. Please introduce yourself

I’m Holly Mander, Strategy Director at ActionRocket, where I help brands create connected, human-led digital experiences. I’ve worked in digital marketing for over 20 years, developing innovative and award-winning strategies for brands including British Airways, Skype, Asda, Nespresso and TurboTax. My focus is on helping brands better understand their customers’ end-to-end digital journeys and create solutions that truly deliver. As part of the DMA Creative Council — and now in my second year judging the DMA Awards — I’m passionate about celebrating great marketing and shaping how creativity and data come together to make an impact.

2. What inspired you to join the DMA Email Council and to apply to be a DMA judge?

This is my second year judging at the DMA Awards, and I was genuinely thrilled to be invited back. It’s such a privilege to see the breadth of work being produced across the industry — the creativity, insight, and craft that go into each campaign never fail to inspire me. Judging gives me a front-row seat to some of the most impressive and effective marketing in practice, and it’s something I always come away from feeling energised by.

I’m also fairly new to the DMA Creative Council, but I'm already loving being part of it. I joined because I wanted to contribute to change — to help tackle some of the wider challenges I see in our industry that sit beyond my usual sphere of influence. It’s been great to connect with others who share that drive, and to be part of conversations that genuinely help shape the future of marketing.

3. What have you contributed to or worked on that you're most proud of?

One of the things I love most about my role at ActionRocket is the variety — no two projects are ever the same, and each brings a new challenge or opportunity to connect with audiences in meaningful ways. For me, the work I’m most proud of always comes down to understanding, personalising, and genuinely considering the customer experience.

A great example of that is the recent award-winning Tax Tracker campaign we created for TurboTax. I was part of the team behind it, and it really stood out because of the depth of personalisation involved — delivering real, timely value directly to customers and adapting dynamically as their situations changed throughout the tax season. It was one of those projects where creativity and data came together seamlessly to make a genuine difference.

4. What have you learned from being on a DMA council?

The wide variety of views and skills within the Creative Council constantly blows me away. Everyone brings something different to the table, and that diversity of experience makes every discussion valuable. For my part, I bring my perspective as a digital CRM strategist — but what I really value is the chance to learn from and be challenged by others from client-side roles, above-the-line disciplines, and wider agency backgrounds. It’s a brilliant reminder of how broad and dynamic our industry really is.

5. You recently judged the 2025 DMA Awards in the Innovation for Good category. What were your key takeaways from the experience, and what advice would you give to brands looking to enter in the future?

One tip I’d give is not to underestimate the D in DMA. A strong data story from the very start — one that threads seamlessly through strategy, creative and execution — really makes an entry stand out.

Another key point is to make sure your story is clear, concise and thorough. The strongest entries I’ve seen clearly outline the challenge, define the goal, and then show how the approach and creative work are directly aligned to that. The best submissions also back this up with solid metrics to demonstrate success, so you can clearly see how the work delivered on its objectives.

6. If your council made headlines tomorrow, what would you hope it says?

“DMA Creative Council helps redefine what meaningful creativity looks like in marketing.”

I’d hope any headline about the council would highlight how we’re helping to define the value of creativity — not just in terms of big ideas, but in the impact those ideas have. For me, it’s about showing how creativity can drive real connections, deliver measurable results, and make a genuine difference to both brands and their audiences.