Lucy is a Senior Lecturer at Falmouth University, School of Communications. She has been working in higher education for the past ten years and is a Fellow of Advance HE. She leads the Behaviour Change for Good modules on the Advertising courses and started the in-house agency 'BE good' to manage the live projects. Prior to this, Lucy ran a highly successful digital marketing agency with 80 staff in the UK across three offices.

Lucy has spoken about the healthy relationships campaigns she has been working on at a domestic violence conference in October 2023. She has also published a 'hierarchy of live briefs' to express her experience of working with live briefs in such a way to promote equity and employability.

Lucy kicked off her career in 1996 when she wrote her dissertation about search engines while studying at King’s College London, at a time when Google didn't even exist. She went on to co-found Neutralize in 1999, which grew to be an extremely successful digital marketing agency.  After being acquired in 2007 Neutralize re-branded as Guava, then rebranded again as NetBooster in 2012. The company delivered digital marketing services to the likes of DirectLine, Argos, Royal Bank of Scotland and Confused.com amongst others.

Having run a digital marketing agency for 14 years and headed up the marketing of the company itself, Lucy consequently went back into education in 2013 and studied for her Diploma in Professional Marketing with the Chartered Institute of Marketing. This led to an interest in teaching and Lucy has been lecturing on the Creative Advertising BA(Hons) , the Creative Advertising MA and Marketing Communications BA(Hons).