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Meet the Team

The Destination Lincolnshire Team

Hand-picked for the individual skill-set they each bring to the table, we’re quite rightly proud of the faces and voices that make up Destination Lincolnshire. Experts in their field, we’re combining decades of experience in destination marketing, PR, SEO and digital communications, social media, and journalism, with talent that’s being honed right on our doorstep.

Charlotte Goy CEO Destination Lincolnshire

Charlotte, Chief Executive

The embodiment of Destination Lincolnshire, you’ll be hard-pressed to find someone more passionate about Lincolnshire and its visitor economy. A true champion for what the county stands for, Charlotte is a true believer that Lincolnshire can fulfil its potential to be jostling for prime position among the top 10 visitor destinations.

Having been at the centre of destination marketing within the county for 15 years, Charlotte has worked her way up through the DMO - from marketing executive to PR director and now chief executive. She has seen our county’s growth and successes as well as its struggles, at all levels, building up unrivalled industry knowledge, contacts and an incomparable level of understanding.

Get in touch with Charlotte.


Jayne, Business Manager

Our sanity checker, HR guru, finance lead and office manager, as well as acting as Charlotte’s PA, Jayne is the one who ensures the entire Destination Lincolnshire team is organised and that everyone has the support they need.

Soon to be calling the Lincolnshire Wolds home, Jayne and her fiancé are moving into the county from further afield - a real life case study of outdoor investment coming into the county! The Wolds will be the perfect place for Jayne and her family to enjoy the pleasures of rural living that they so adore - we know long walks up and down Lincolnshire’s coastline with the Labradors in tow will feature heavily in Jayne’s down time.

Get in touch with Jayne.

Jennie Lowthian Campaigns Manager Destination Lincolnshire

Jenny, Campaign Manager

Another of our cohort who has migrated over from Yorkshire, Jenny's experience and passion for driving exciting campaigns forward to boost the visitor economy and tourism is second to none. Having previously made her mark at Selby District Council, looking after tourism and culture as well as Make It York, Jenny is a multi-taking, data mad, campaign whizz.

Always looking at the bigger picture, thanks to her fascination with conversion research, the Destination Lincolnshire research surveys that are currently being circulated will have a huge impact on Jenny’s campaigns for the region moving forward. Research-led, Jennie will be proactively planning rather than reactively driving, change. With her current focus set on summer activity, Jenny working to ensure visitor economy businesses countywide feel the full benefit of the first real summer being fully open following Covid.

Get in touch with Jenny.

Ginny Askham Growth Manager Destination Lincolnshire

Ginny, Growth Manager

Our walking, talking font of knowledge when it comes to the £1.5m Lincoln Town Deal programme, our consultant Ginny is responsible for managing the progress of this ambitious five-year project. With a focus on digitising the city centre, bringing visitors, residents and businesses on a digital adoption journey, Ginny is an integral part of this innovative, exciting, transformation project to life and how it is championed across the city.

Residing in the Wolds, and daughter to a Lincolnshire farmer, you could say that rural Lincolnshire life is in Ginny’s blood.

Get in touch with Ginny.

Holly Christian

Holly, Relationship Executive

A local girl having grown up on the Nottinghamshire/Lincolnshire border, and former teacher, Holly is the second Relationship Executive we've welcomed to the team. Upon leaving the teaching profession, Holly moved into sales, taking up a position at Lincolnshire Life magazine. Now living in Lincoln Holly is looking after central Lincoln and the North of the county, Holly is loving getting out to meet our partners, and forming new relationships with businesses in her area. Holly also helps the team with design work having studied Graphic Arts & Design at Leeds Met (now Leeds Beckett).

Get in touch with Holly.

Emily Pearson, Marketing Executive, Destination Lincolnshire

Emily, Content Management Executive

If you see it, read it, engage with it, odds are it’s been created by Emily. Working strictly with our consumer facing brands, Emily is the eyes and ears of Visit Lincoln – the talent behind our Visit Lincoln social media accounts, blog, business listings and events.

After a decade in London working in retail and then leisure and tourism marketing, Emily moved back to her hometown of Lincoln. Currently searching for her dreamhouse uphill, Emily’s favourite part of being back in Lincoln is undoubtedly the Cathedral Quarter. Walking through Bailgate on a sunny day, coffee in hand, cathedral bells ringing – there’s no place like home for Emily.

Get in touch with Emily.

Reece Smith, Digital Marketing Executive, Destination Lincolnshire

Reece, Digital Marketing Executive

A vital part of our growing digital team, Reece is our resident video, audio and editing whizz. A dab hand at design too, Reece joined us from a role at the University of Lincoln, which saw him marketing Lincolnshire to students here in England and overseas.

Having studied audio production at Lincoln Uni himself, Reece already has an incredible understanding of how the city has evolved, and why it is so well-placed to retain students, our county’s future stars. Having grown up a hop, skip and a jump away in Mansfield, Reece now lives in Saxilby. Offering the whole team technical support, Reece’s main focus moving forward will be the rebrand, design and launch of the new Boston website, a project which will see the website act as a hub for the partners in the area.

Get in touch with Reece.

Destination Lincolnshire Joanne Allen Summer 2022 1

Jo, PR and Comms

After working with us on various projects last year, including the formative Destination Lincolnshire case studies, Jo has joined the team to look after PR and communications. One of our part-time team members, Jo comes from the world of publishing and journalism. After working extensively in local press for the past decade, Jo now runs her own business delivering content to a multitude of small businesses across Greater Lincolnshire.

Bringing an array of contacts with her to Destination Lincolnshire, we’re thrilled to have Jo and her journalistic skills on the team. Leading on the Destination Lincolnshire news pages and B2B social media channels, we know if there’s a story out there to be had, Jo will find it. Jo will be a familiar face to many of you – and if not, she will be soon!

Get in touch with Jo.


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