Since 1992 Richard has been involved in designing and implementing experiential and communications campaigns for brands looking to alter their strategy, awareness or sales performance.  He thrives on developing creative and sustainable campaigns with tangible results.

Richard is also a trustee and Vice Chairman of StreetGames, a UK based charity that gives hope to disadvantaged children through the provision of “doorstep” sports.


Lucy began her PR career over 20 years working across high profile sport and drinks brands.  After building up a successful career agency side, she then made the jump to in-house to head up the PR for PUMA UK where she lead and managed high profile campaigns across lifestyle product, retail and team sports.

After five years client side, Lucy returned to agency side and launched Tea&Cake PR in 2006 determined to build an agency that offered exceptional client servicing, relations and creativity.  The agency attracted a range of high profile clients such as Macmillan Cancer, Alcatel, Jameson Whisky, Malibu Rum, Le Coq Sportif, Bjorn Borg, KSWISS, and of course, PUMA.

In 2015, Tea&Cake PR merged with Capitalize to form ALTER Agency.


Ross started at Alter in 2011 and brings 14 years of strategic retail experience. He now heads up our division providing brands with retail brand experiences through field teams. He builds strong and engaged teams, ranging from full time specialists to part time student brand managers.

Ross has led projects for market leading brands including Puma, Ray-Ban & Alcatel, working collaboratively to deliver increased brand awareness and growth in sales. His belief in face-to-face communication and immersive management style has a proven track record of success.


Since 2006, Emma has been leading marketing communications programmes for clients in fashion, drink, technology and music sectors.  Emma is comfortable working for both global brands and dynamic local growth businesses.  Clients have included Converse, Havaianas, Malibu, Puma and Alcatel.


Louise Dodds is a highly experienced marketer who has been at the forefront of the experiential marketing industry for over fifteen years. Louise works seamlessly across the sports and entertainment genres to create award winning integrated campaigns and memorable brand experiences that drive brand growth.

Prior to her work at Alter, Louise led the industry renowned Red Bull Sports and Events programme in the UK for seven years responsible for multimillion-pound projects such as the Red Bull Flugtag and Red Bull Air Race. 

At Alter Louise created the multi award winning brand experience Casa BACARDI, which brought to life BACARDI Rum’s global campaign in a way that instantly connected with consumers. The integrated experiential campaign which included On-Trade, Students and Festival strands delivered over 100,000 perfectly served mojitos in to the hands of target market consumers during a single summer, helping to position the mojito as the UK’s number one cocktail.

As Head of Insights Louise draws on her extensive industry knowledge to drive the strategy to best connect clients with their target market, ensuring the agency’s work is shaped by insight and meticulously planned.


Lottie has been at ALTER since 2013, in that time she has worked across: PR, creative production and experiential. 

She currently heads up the experiential events team working with clients from a wide range of backgrounds spanning the tech, sport, lifestyle and entertainment industries 

During her time at ALTER, Lottie has been involved with various projects including global brand experience campaigns, festivals, photoshoots and product launch events. 

Tom Lloyd -

Tom started at ALTER in 2012,  currently works with brands in both the PR and Experiential events teams, planning and executing campaigns for a wide client base.

A graduate from Nottingham University, Tom has previously worked on global, national and local campaigns, covering tech, automotive, corporate brands  as well as experience working across music and entertainment and sport sectors.   

Away from the the agency, Tom is a keen sportsman, playing both Rugby League and Cricket competitively and has be known to participate in the odd cycle race.

Nicole Cole senior Account Manager

Nicole has been working within the PR sector for the last 10 years, with clients spanning across both fashion, lifestyle and technology. Nicole has worked with a variety of luxury and consumer high street brands, these include the luxury estate The Lakes by yoo, Patrón, Havaianas, Bjorn Borg and Alcatel.

 Having been a part of the ALTER family, Nicole has returned to manage the Alcatel, Havaianas and More Drinks team. A keen interest and understanding of the ever-growing heath and wellbeing sector, Nicole is also a qualified yoga teacher based in East London.

Cherie Evans-White

Chérie has worked across the sports, music and events industry for more than 17 years.  Racking up some pretty impressive clients along the way such as Ray-Ban, Bacardi, Beefeater Gin, Beats By Dre, Puma, Volvo Cars Corp, Lexus Cars, M.A.C. Cosmetics, JTI, Google, Standard Chartered Bank and English National Opera. 

Chérie has been a veteran of the Alter family for more than 10 years and has returned to oversee the beast that is Casa Bacardi as well as consulting on various other projects.  In her spare time she loves nothing more than getting her hiking shoes on and trailing around the place with her little family, or spending time in the surf off the coast of her native Wales.