Sophie Maycroft

Sophie is Head of Paid Media at Savills, where she leads digital marketing across B2C and B2B audiences. With experience spanning property and financial services, including roles at Barclays, she specialises in data‑driven paid media across search, social, and property portals. Sophie leads an in‑house team of media buyers and works closely with agency partners to deliver lead generation and full‑funnel growth.

What do you think the biggest challenges are currently facing the industry?

A couple of the toughest challenges in the industry: 1. Rising costs without seeing the same return (costs of media). 2. Creative is one of the biggest performance levers, yet many teams aren't set up for this.