Fabric Academy

Personas have been used successfully as a tool in marketing for many years. They allow marketers to take into account the feelings and emotions of their audience as well as their aspirations, behaviors, attitudes and buying habits to ensure they aren’t marketing to a faceless crowd, allowing their strategy and positioning to be directly targeted at core customers. 

However, personas are so much more than just a marketing tool, they are an incredible way to get to know the people you want to attract to your business inside out. Today candidates have an endless choice of which organisations to engage with, so by getting to know your ideal candidates on a much deeper level you’ll be able to attract and engage those with the right skills and values far more effectively. 

In this workshop, we’ll guide you through how to take a research driven approach to understanding your customer and talent target audiences. You’ll learn:


·         How to identify your core personas and understand their aims and pains on a deeper level 

·         How to run your own persona workshops 

·         Tools and techniques to validate your persona findings 

·         How to use personas to inform your recruitment, marketing and sales strategies




Lisa Eaton:

A commercially driven business leader and strategic marketing professional. Lisa is founder and Managing Director of marketing training academy, Fabric and integrated marketing and communications agency, Unwritten Group.

With more than twenty years of marketing experience, Lisa has extensive knowledge of insight research, strategic communications, creative concepts, brand development, project management, teaching and coaching.

With her extensive marketing experience, Lisa co-founded Unwritten Group in 2014. The award-winning integrated agency delivers marketing and communications strategies to wide range of organisations and prominent UK brands. In 2020, Lisa launched Fabric to support learners to build their own strategy from the ground up, using the methodology established at Unwritten.

Lisa is also involved in three organisations that are driving forward marketing best practice and business support in the region. With This is Marketing, Lisa is working to ensure marketing is recognised and valued for the professional discipline it is. As a trustee of The Key and Board member of SmartWorks, she is helping young people and women grow their confidence in work, business and life.



Maddy Houghton: 

Having worked agency side and in house for 5 years, Maddy Houghton is a passionate marketer who recently set up Fabric, a training academy that empowers the most ambitious marketers to thrive. Maddy champions skills development and is committed to supporting people of all ages to find a career they love. She is also a huge advocate for this in her role as Youth Board member for The Common Room, an ambitious organisation committed to inspiring the next generation of innovators and engineers. 


Maddy is an avid traveller and in 2014,  spent 4 months teaching underprivileged children in a small village in southern Thailand. Prior to the pandemic, she completed an 8-month trip across the Americas.   


Before she started her marketing career, Maddy studied English Literature at Northumbria University where she graduated with a first-class honour’s degree in 2016. Originally from Yorkshire, Maddy has lived in Newcastle since 2013.

PEOPLE POWER is an event series dedicated to people:  to skills, training, HR, employment and workplace productivity.  


The 2021 conference is designed to help you focus on The People Agenda - to provide you and your team with the knowledge and skills that you need to ensure your workforce thrives, to improve performance, increase productivity and to help you compete effectively in the new world. 

The conference takes place 30 June at Northumbria University. Attend in person or online. 

Tickets start from £35+VAT.