Allison Homes has promoted Julia Brass to the role of group marketing director, recognising her impact and leadership progression since joining the business nearly three years ago.
Julia was appointed head of group marketing in 2023 and has since played a central role in evolving the company’s marketing strategy to support its ambitious growth plans. Her promotion reflects both the scale of progress already delivered and the importance of marketing as Allison Homes continues to expand, backed by a new £165m financing facility from HSBC, NatWest and Homes England.
With more than 20 years’ experience across marketing and advertising, Brass brings extensive leadership expertise from the housebuilding sector, including five years as group marketing director at Avant Homes. She began her career in agency-side marketing after graduating in 2004, working across both B2B and B2C sectors, with a strong focus on construction, building products and residential property.
She commented: “Those early years were fast-paced and demanding, but they shaped my work ethic and mindset. I’ve always been motivated by challenge and the opportunity to continuously improve.”
Brass joined Allison Homes at the start of its five-year growth plan, attracted by both the culture and the opportunity to help shape the business’s next phase of development. This has included strengthening agency relationships, overhauling suppliers and media strategy, and embedding a more data-led approach to marketing performance. A new group-wide marketing strategy was introduced, alongside significant investment in digital capability.
Brass explained: “Our website was upgraded with a clear CRO and SEO strategy, and now performs above industry benchmarks. Today, there is a shared understanding across the business of our vision to be ‘Known as The Homebuilder You Can Trust’.
“Since joining Allison Homes, my focus has been on broadening and strengthening our marketing approach. We now operate a full-funnel marketing mix, supported by AI-driven programmatic activity, delivering higher lead volumes, stronger conversion rates and a materially lower cost per lead.”
She added: “We’ve recently launched a new region in the East Midlands, opened a new South West office in Bristol, and are expanding our Central region further into Norfolk and Suffolk. Marketing has already proven it can deliver in challenging economic conditions, and as the business looks to double output over the next five years, it will play a critical role – particularly in supporting the growth of our Partnerships division and building long-term trust and reputation.”
John Anderson, group CEO of Allison Homes, said: “Julia has become a huge influence in our business during her time with us. Her ability to balance commercial strategy with creativity, combined with her energy and leadership, has had a significant impact on how our brand is perceived both internally and externally. She embodies our values and leads with integrity. I’m delighted to see her take this next step and continue shaping the future of Allison Homes.”
