Our people
“Great strategy finds the opportunity others miss. Whether we’re unlocking a hard-to-reach audience or taking a brand into global markets, our job is to understand what will make people notice, trust and choose you, then turn that insight into creative work that makes a commercial difference.”
About Becky Robinson
With more than 20 years’ experience in marketing, Becky has developed and led strategies for organisations operating at both a local and global level. From reaching hard-to-engage audiences within individual communities to delivering campaigns across international markets, she understands how to balance a consistent strategic direction with the different needs, behaviours and expectations of each audience.
As CEO of Wrapped, Becky works closely with clients to tackle commercial challenges, identify opportunities for growth and develop marketing strategies that support wider business objectives. Her expertise spans digital and performance marketing, brand and digital strategy, audience research and go-to-market planning for innovative products.
Becky has extensive experience working across regulated and complex sectors, including healthcare and MedTech, financial services and charities, with healthcare representing her deepest area of specialist expertise. She understands the challenges of marketing products and services where regulation, advertising restrictions, technical complexity and audience trust influence how organisations communicate.
Whether developing international strategies that need to work across different markets, regulatory environments and cultures, or highly targeted local campaigns, Becky focuses on understanding what drives each audience and finding opportunities to deliver effective marketing within the boundaries of each sector.
Her approach brings together research, brand, creative, content, search, paid media and website development, ensuring each discipline contributes to a connected strategy rather than operating in isolation.
For Becky, the value of a full-service agency lies in understanding how every element of marketing influences the others. Audience research can reshape a brand’s positioning, search insights can inform content and creative, and advertising restrictions can influence the wider campaign strategy. Bringing these disciplines together from the outset creates more connected, effective marketing, rather than separate activities competing for attention and budget.
A recent example of Becky’s work is the West Yorkshire and Harrogate Cancer Alliance’s You Can Ask breast screening campaign, for which she led the marketing strategy.
The challenge was to understand and address the barriers preventing eligible women from attending breast screening appointments. Becky used audience insights to inform the campaign’s strategic direction, helping shape messaging and engagement activity around the concerns and motivations of the people it needed to reach.
The campaign delivered measurable results. Among 250 breast screening patients surveyed, 40% recognised the campaign and more than a third said it had helped support their screening appointment. In Pudsey, screening attendance was 12.5% higher than in the previous screening round.
