Director of Digital Job Description

UK Director of Digital Job Description

Comprehensive Reference Guide for the Director of Digital Role at UK SMEs and Mid-Market Firms Across Digital Strategy, Digital Channels, Digital Customer Experience, Digital Transformation Operations, UK Digital Regulatory Framework and Senior Digital Leadership

A UK Director of Digital is the senior digital leader at a UK SME or mid-market firm with senior accountability for the firm’s digital strategy, digital channels (website, e-commerce, mobile, app where applicable), digital customer experience framework, digital transformation programmes, digital operations integration with the firm’s broader commercial operations, digital marketing technology stack, digital analytics, digital innovation framework, and the wider senior digital leadership dimensions of running senior digital at the firm. The Director of Digital designation is the standard senior digital leadership designation at UK SMEs and mid-market firms (typical revenue £5-100 million) — distinct from the Chief Digital Officer (CDO) designation more typical at UK scaling firms, UK FTSE-listed firms, UK PE-backed firms operating at scale, and larger UK firms operating with senior C-Suite tier digital leadership designs, distinct from the Chief Technology Officer (CTO) designation typical at UK firms operating with senior technology architecture and engineering leadership, and distinct from the IT Director designation typical at UK firms operating with senior IT operations and infrastructure leadership. The Director of Digital typically reports to the Managing Director, Chief Executive, Commercial Director, or Chief Operating Officer at UK SMEs and mid-market firms, with senior digital accountability extending across the firm’s digital function leadership, UK digital regulatory framework application, and the wider senior digital leadership dimensions specific to the firm’s commercial sector. For the UK Chief Digital Officer Job Description reference covering C-Suite tier CDO roles at UK scaling and major firms see Chief Digital Officer Job Description.

This UK Director of Digital job description reference covers the role specification at UK SMEs and mid-market firms, the principal UK digital regulatory framework applicable to senior digital leadership, the principal UK digital methodology and capability frameworks (Agile, Scrum, SAFe, DevOps, ITIL, digital maturity frameworks), the senior commercial distinction between Director of Digital, Chief Digital Officer, Chief Technology Officer, and IT Director designations at UK firms, the realistic compensation calibration by firm scale and sector, and a sample Director of Digital job description structure that UK SMEs and mid-market firms can adapt for senior Director of Digital recruitment. For senior Director of Digital recruitment service engagement see Director of Digital Recruitment; for senior CDO recruitment service engagement at scaling/listed firms see Chief Digital Officer Recruitment; for delivery-model variants see Fractional CDO.

The Director of Digital Role at UK SMEs and Mid-Market Firms

The Director of Digital at a UK SME or mid-market firm is the senior digital leader with senior accountability for the firm’s digital strategy, digital channels, digital customer experience framework, digital transformation programmes, digital operations integration with the firm’s broader commercial operations, digital marketing technology stack, digital analytics, digital innovation framework, and the wider senior digital leadership dimensions. The role typically reports to the Managing Director, Chief Executive, Commercial Director, or Chief Operating Officer at UK SMEs and mid-market firms. The Director of Digital designation reflects senior digital function leadership at firm scale where senior C-Suite tier broader strategic digital leadership designs are not yet warranted by the firm’s commercial scale.

The senior Director of Digital designation is most prevalent at the following UK firm scenarios.

UK SMEs (typical revenue £5-30 million) — UK SMEs frequently appoint Directors of Digital as senior digital leaders combining senior digital strategy ownership with hands-on senior digital delivery accountability. UK SME Director of Digital scope typically extends across senior digital channels leadership at firm scale (website, content, marketing automation, e-commerce where applicable), direct senior involvement in digital programme delivery, hands-on digital marketing technology stack management, digital analytics framework leadership, digital regulatory framework application including UK GDPR digital data dimensions, and the wider senior commercial dimensions specific to UK SME digital operations.

UK mid-market firms (typical revenue £30-100 million) — UK mid-market firms appoint Directors of Digital as senior digital leaders with broader senior digital scope across multiple digital functions. UK mid-market firm Director of Digital scope typically extends across senior team management of digital functional leaders typically numbering 4-12 senior digital direct reports, senior digital strategy ownership across the firm’s multiple commercial activities, senior digital technology stack leadership, senior digital customer experience framework leadership, senior digital transformation programme leadership, and the wider senior commercial dimensions specific to UK mid-market firm digital operations.

UK B2B firms — UK B2B firms frequently appoint Directors of Digital with B2B-specific senior digital scope including B2B digital lead generation framework leadership, B2B digital marketing operations integration with senior sales leadership, B2B content marketing platform leadership, marketing automation platform leadership (typically HubSpot, Marketo, Pardot, ActiveCampaign, or sector-specific platforms), B2B CRM and digital data integration, account-based marketing (ABM) digital framework where applicable, and the wider senior digital dimensions specific to UK B2B firm operations.

UK B2C firms and e-commerce firms — UK B2C firms and UK e-commerce firms frequently appoint Directors of Digital with B2C-specific senior digital scope including consumer e-commerce platform leadership (typically Shopify, Magento, BigCommerce, custom platform integrations depending on firm scale), digital customer experience framework leadership, paid media operations across paid search, paid social, programmatic media, mobile and app where applicable, customer data infrastructure leadership, and the wider senior digital dimensions specific to UK B2C and e-commerce firm operations.

UK retail firms — UK retail firms frequently appoint Directors of Digital with retail-specific senior digital scope including omni-channel retail framework leadership, e-commerce platform leadership, in-store digital integration framework, retail customer loyalty programme digital framework, retail customer data framework, retail digital marketing operations leadership, and the wider senior digital dimensions specific to UK retail firm operations.

UK manufacturing firms — Industry 4.0 and digital transformation — UK manufacturing firms frequently appoint Directors of Digital with manufacturing-specific senior digital scope including manufacturing digital transformation programme leadership across Industry 4.0 dimensions, manufacturing technology stack integration, IoT and connected manufacturing framework leadership where applicable, manufacturing data infrastructure framework, supplier digital integration framework, and the wider senior digital dimensions specific to UK manufacturing firm digital transformation operations.

UK professional services firms — UK professional services firms frequently appoint Directors of Digital with professional services-specific senior digital scope including digital service delivery framework leadership, professional services digital marketing operations leadership, thought leadership digital content platform leadership, professional services CRM digital integration, and the wider senior digital dimensions specific to UK professional services firm operations.

UK financial services firms — digital channels — UK financial services firms frequently appoint Directors of Digital with financial services-specific senior digital scope including digital banking and digital wealth channels leadership where applicable, FCA Operational Resilience digital dimensions framework, digital customer onboarding framework, FCA Consumer Duty digital framework intersection, and the wider senior digital dimensions specific to UK financial services firm digital operations.

Director of Digital vs CDO vs CTO vs IT Director — The Four-Way Senior Distinction

The senior distinction between Director of Digital, Chief Digital Officer (CDO), Chief Technology Officer (CTO), and IT Director designations operates across firm scale, senior tier within firm structure, and senior accountability scope.

Director of Digital — senior digital leader at UK SMEs and mid-market firms with senior accountability focused on digital strategy, digital channels, digital customer experience, digital marketing technology stack, and digital transformation operations. Director of Digital designation operates at senior director tier reporting to MD/CEO/Commercial Director/COO at UK SMEs and mid-market firms.

Chief Digital Officer (CDO) — senior C-Suite tier digital leader at UK scaling firms, UK FTSE-listed firms, UK PE-backed firms operating at scale, and UK firms operating with senior C-Suite tier digital leadership designs. CDO scope typically extends across broader senior strategic digital leadership including digital strategy at C-Suite tier, digital P&L accountability at scale, digital ecosystem leadership, digital innovation portfolio leadership, and the wider senior C-Suite tier digital leadership dimensions specific to scale UK firms.

Chief Technology Officer (CTO) — senior technology leader at UK firms with senior accountability focused on technology architecture, engineering, technology infrastructure, and technical product development. CTO designation operates with materially different senior accountability scope than Director of Digital — CTO scope focuses on technology engineering and architecture rather than digital strategy and digital channels. UK CTO designations operate at C-Suite tier at UK scaling firms (particularly UK SaaS and technology firms) and at senior director tier at UK firms with smaller technology engineering scope. For UK Chief Technology Officer Job Description reference see Chief Technology Officer Job Description.

IT Director — senior IT leader at UK firms with senior accountability focused on IT operations, IT infrastructure, IT systems, end-user computing, IT security operations, and IT helpdesk operations. IT Director designation operates with materially different senior accountability scope than Director of Digital — IT Director scope focuses on internal IT operations and infrastructure rather than digital strategy and external-facing digital channels. UK IT Director designations operate predominantly at senior director tier reporting to COO, CFO, or Operations Director. For UK IT Director Job Description reference see Director of IT Job Description.

Compensation calibration across the four designations — UK Director of Digital compensation typically operates in the £80,000-£200,000 range depending on firm scale and sector. UK CDO compensation typically operates in the £180,000-£450,000+ range reflecting C-Suite tier and senior commercial dimensions. UK CTO compensation operates with material variation depending on tier (senior director tier or C-Suite tier) and engineering scope, typically £150,000-£450,000+. UK IT Director compensation typically operates in the £90,000-£180,000 range reflecting IT operations leadership scope.

UK Digital Regulatory Framework

UK Director of Digital regulatory scope operates within a UK digital regulatory framework that meaningfully shapes senior digital leadership accountability at UK firms. Understanding the framework is essential for senior Director of Digital search engagement design.

UK GDPR and Data Protection Act 2018 — the principal UK data protection framework with associated senior Director of Digital accountability for digital data processing including digital data lawful bases, consent management framework for digital marketing and digital tracking, digital data subject rights framework, digital data retention framework, digital data security framework, and the wider data protection dimensions specific to senior digital leadership. Director of Digital accountability for UK GDPR framework application is fundamental at UK firms operating with digital data infrastructure.

PECR — Privacy and Electronic Communications Regulations 2003 — the principal UK regulations governing electronic direct marketing including email marketing, SMS marketing, online tracking technologies (cookies framework), and the wider electronic marketing framework. PECR 2003 framework intersection with Director of Digital senior accountability is particularly material at UK firms operating with digital marketing and digital tracking dimensions.

Online Safety Act 2023 — the recent UK statute introducing online content safety framework with associated senior Director of Digital accountability at UK firms operating user-generated content platforms, social media operations, and online content services within scope of Online Safety Act 2023 dimensions.

Digital Markets, Competition and Consumers Act 2024 — the recent UK statute introducing material new framework dimensions affecting digital commercial operations including subscription contract framework, fake review framework, drip pricing framework, and material new Competition and Markets Authority enforcement framework. Senior Director of Digital accountability extends to Digital Markets, Competition and Consumers Act 2024 framework application at UK firms with digital subscription, digital marketplace, or digital consumer-facing dimensions within scope.

Network and Information Systems (NIS) Regulations — UK regulations implementing network and information systems security framework with associated senior Director of Digital intersection accountability at UK firms operating as Operators of Essential Services or Relevant Digital Service Providers within scope of NIS Regulations framework.

Electronic Commerce (EC Directive) Regulations 2002 — UK regulations governing e-commerce framework including information requirements for online services, electronic contracts framework, and the wider e-commerce regulatory framework. Senior Director of Digital accountability for E-commerce Regulations framework application is fundamental at UK firms operating with e-commerce dimensions.

Equality Act 2010 — digital accessibility framework — Equality Act 2010 framework intersection with digital accessibility (Web Content Accessibility Guidelines — WCAG 2.1 and WCAG 2.2 framework) with associated senior Director of Digital accountability for digital accessibility framework application across the firm’s digital channels and digital services. Digital accessibility framework dimensions have grown materially through 2018-2026 alongside the broader UK digital accessibility regulatory framework.

ISO 27001 — Information Security Management Systems — the international standard for information security management systems with associated senior Director of Digital intersection accountability at UK firms operating ISO 27001 framework. ISO 27001 framework intersection with senior Director of Digital scope typically extends to digital data security framework, digital information security framework, and the wider information security dimensions specific to senior digital leadership.

Cyber Essentials and Cyber Essentials Plus framework — the UK government-backed cyber security framework administered by the National Cyber Security Centre (NCSC) with associated senior Director of Digital intersection accountability at UK firms operating Cyber Essentials or Cyber Essentials Plus certification. Cyber Essentials framework dimensions are particularly material at UK firms operating with UK government procurement framework engagement.

FCA Operational Resilience digital dimensions — at UK FCA-authorised firms, the FCA Operational Resilience framework introduced March 2022 with associated senior Director of Digital intersection accountability for important business services framework, impact tolerance framework, and the wider Operational Resilience digital framework dimensions.

FCA Consumer Duty digital intersection — at UK FCA-authorised firms operating retail-facing distribution dimensions, the FCA Consumer Duty framework introduced 31 July 2023 with associated senior Director of Digital intersection accountability for Consumer Duty intersection with digital channels including price and value digital framework, consumer understanding digital framework, consumer support digital framework, and the wider Consumer Duty digital framework dimensions.

Principal UK Director of Digital Responsibilities

UK Director of Digital responsibilities vary across UK firm sectors but typically extend across the following senior digital dimensions at most UK firms.

Senior digital strategy and operations leadership — owning the firm’s senior digital strategy and senior digital operations framework. Senior digital strategy scope covers senior digital planning aligned with the firm’s commercial strategy, senior digital resource allocation across the firm’s digital functions, senior digital governance framework, digital budget framework at firm scale, and the wider senior digital strategy dimensions specific to the firm.

Digital channels leadership — leading the firm’s digital channels framework across website operations, e-commerce operations where applicable, mobile and app operations where applicable, content management platform leadership, digital channel customer experience framework, digital channel performance optimisation, and the wider digital channels dimensions specific to UK firms.

Digital customer experience framework — leading the firm’s digital customer experience (CX) framework across digital customer journey mapping, digital touchpoint framework, customer experience analytics framework, digital service design framework, and the wider digital customer experience dimensions specific to UK firms operating with digital customer dimensions.

Digital transformation programme leadership — leading the firm’s digital transformation programmes including digital transformation strategy, digital transformation delivery framework, digital change management framework, digital transformation governance framework, digital transformation supplier and partnership management, and the wider digital transformation dimensions specific to the firm.

Digital marketing technology stack leadership — leading the firm’s digital marketing technology stack typically in partnership with senior marketing leadership including marketing automation platform leadership (HubSpot, Marketo, Pardot, ActiveCampaign), CRM platform digital integration (typically Salesforce, HubSpot, Microsoft Dynamics 365, Pipedrive, Zoho), digital analytics platform leadership (Google Analytics 4, Adobe Analytics, sector-specific platforms), and the wider digital marketing technology dimensions specific to UK firm digital operations.

Digital analytics and data framework leadership — leading the firm’s digital analytics framework across digital performance analytics, digital customer data framework, digital attribution framework, digital data infrastructure framework intersection with the firm’s broader data infrastructure, digital reporting framework, and the wider digital analytics dimensions specific to senior digital leadership at UK firms. Digital analytics scope frequently intersects with senior CDO or senior data leadership at firms operating both Director of Digital and senior data leadership designations.

Digital innovation framework — leading the firm’s digital innovation framework across digital innovation portfolio management, digital innovation pilot programme leadership, emerging technology assessment framework (artificial intelligence, machine learning applications, conversational AI dimensions where applicable to the firm’s commercial sector), and the wider digital innovation dimensions specific to UK firms operating active digital innovation programmes.

UK digital regulatory framework compliance — leading the firm’s digital regulatory framework compliance across the principal UK digital regulatory framework dimensions described above. Senior Director of Digital accountability for UK digital regulatory framework compliance is fundamental to the role.

Digital agency and supplier relationship management — leading the firm’s digital agency and digital supplier relationships across digital agency relationships (typically including web development agencies, digital marketing agencies, e-commerce agencies, design agencies depending on firm operations), digital technology supplier relationships, digital marketplace and platform supplier relationships, and the wider digital supplier dimensions specific to UK firm digital operations.

Digital team leadership — leading the firm’s digital team typically numbering 4-12+ senior digital direct reports at UK SME and mid-market firm scale (typically including Digital Marketing Manager, E-commerce Manager where applicable, Digital Product Manager where applicable, Digital Analytics Manager, Digital Operations Manager, UX/UI Manager where applicable, depending on firm scale and structure).

Digital methodology framework leadership — leading the firm’s digital methodology framework typically including Agile, Scrum, or Scaled Agile Framework (SAFe) methodology application across digital programme delivery, DevOps and DevSecOps methodology where applicable, ITIL framework for digital operations management where applicable, digital maturity framework application, and the wider digital methodology dimensions specific to UK firm digital operations.

UK Director of Digital Required Experience

UK Director of Digital appointments typically require senior digital career experience across the following dimensions, with specific requirements varying by firm scenario and sector.

Senior digital leadership career background — typically 10-20+ years of senior digital career experience including prior Director of Digital experience at peer UK SME or mid-market firms, prior senior digital leadership experience (Head of Digital, Senior Digital Manager, Digital Strategy Lead) at major UK firms with senior digital scope that meaningfully maps to Director of Digital scope, or senior digital agency leadership experience with material progression dimensions at scale agencies.

Sector-specific career background — UK Director of Digital appointments typically require senior career background in the firm’s commercial sector or commercially adjacent sectors with senior digital dimensions that meaningfully map to the firm’s senior digital requirements. UK B2B Director of Digital candidates typically come from B2B digital backgrounds; UK e-commerce Director of Digital candidates typically come from e-commerce backgrounds; UK retail Director of Digital candidates typically come from retail digital or omni-channel backgrounds.

Digital technology stack familiarity — UK Director of Digital appointments typically require demonstrable familiarity with the digital technology stack relevant to the firm’s commercial model. UK B2B Director of Digital appointments typically require deep familiarity with marketing automation, B2B CRM platforms, and B2B-relevant digital analytics. UK e-commerce Director of Digital appointments typically require deep familiarity with e-commerce platforms, paid media management at scale, and customer data platforms. Digital technology stack familiarity is a particularly material UK Director of Digital career background dimension.

Digital regulatory framework familiarity — UK Director of Digital appointments require demonstrable familiarity with UK digital regulatory framework including UK GDPR application to digital data, PECR application to digital marketing, Online Safety Act 2023 framework where applicable, Digital Markets, Competition and Consumers Act 2024 framework where applicable, and the wider UK digital regulatory framework. Digital regulatory framework familiarity is a fundamental UK Director of Digital career background requirement.

Senior digital team leadership career background — UK Director of Digital appointments typically require demonstrable senior digital team leadership career background including prior senior digital team management of typically 4-12+ senior digital direct reports, prior senior digital recruitment of digital team members, and the wider senior digital team leadership career dimensions.

Digital transformation programme career background — UK Director of Digital appointments at firms with active digital transformation programmes typically require demonstrable digital transformation programme career background including prior digital transformation programme leadership at material scale, digital change management career background, digital transformation governance framework career background, and the wider digital transformation programme career dimensions.

UK Director of Digital Required Qualifications

UK Director of Digital appointments do not typically require single-source professional qualification credentials in the way other senior leadership roles operate (where ICAEW, ACCA, CIM, CIPD operate as standard credentials). UK Director of Digital qualification framework operates with multiple recognised credential frameworks across the senior digital leadership community.

Educational background — UK Directors of Digital typically hold undergraduate degrees in marketing, business, computer science, or related disciplines (most commonly from UK universities) with selected senior Director of Digital candidates holding postgraduate qualifications (MBA, MSc Digital Marketing, MSc Digital Transformation, specialised digital qualifications). Educational background dimensions typically operate as supporting credentials.

Digital methodology certifications — selected UK Director of Digital appointments include preferences for digital methodology certifications including Certified Scrum Master (CSM), Scaled Agile Framework (SAFe) certifications, ITIL Foundation or higher tiers, PRINCE2 or PRINCE2 Agile certifications, and sector-specific methodology certifications where applicable.

Digital marketing certifications — UK Director of Digital appointments at firms with strong digital marketing dimensions include preferences for digital marketing certifications including Digital Marketing Institute (DMI) certifications, Google Analytics certifications, Google Ads certifications, HubSpot certifications, and sector-specific digital marketing certifications where applicable.

CIM digital marketing qualifications — selected UK Director of Digital appointments include preferences for CIM (Chartered Institute of Marketing) Diploma in Digital Marketing or related digital-specialist marketing credentials.

Sector-specific qualifications — selected UK Director of Digital appointments operate with sector-specific qualification preferences including FCA-relevant qualifications at UK financial services firms operating with digital channels under FCA scope, sector-specific digital qualifications where applicable.

UK Director of Digital Compensation Calibration

UK Director of Digital compensation varies materially with firm scale, sector, and senior accountability scope.

UK SME Director of Digital (typical revenue £5-30 million) — typical UK base salary range £80,000-£130,000, with bonus typically 15-30% of base plus selected long-term incentive arrangements where applicable at PE-backed UK SME firms. Total compensation typically £90,000-£170,000 across cash and selected equity arrangements.

UK mid-market firm Director of Digital (typical revenue £30-100 million) — typical UK base salary range £120,000-£180,000, with bonus typically 25-50% of base plus long-term incentive arrangements. Total compensation typically £150,000-£270,000 across cash and equity arrangements at UK mid-market firms.

UK B2C and e-commerce firm Director of Digital — typical UK base salary range £130,000-£200,000 reflecting senior commercial dimensions specific to digital-led B2C and e-commerce firm operations, with bonus typically 25-50% of base plus selected equity arrangements at PE-backed UK B2C and e-commerce firms. Total compensation typically £160,000-£300,000.

UK PE-backed firm Director of Digital — typical UK base salary range £130,000-£200,000, with bonus typically 25-50% of base plus material sweet equity participation in the platform structure. Total cash compensation typically £160,000-£280,000 plus sweet equity that potentially adds material economic value at successful PE-firm exits across multi-year hold periods.

Sample UK Director of Digital Job Description Structure

The following sample UK Director of Digital job description structure can be adapted by UK SMEs and mid-market firms specifying senior Director of Digital requirements internally and externally.

Position title — Director of Digital [or alternative designation: Digital Director, Head of Digital at firms operating with selected designation alternatives].

Reporting line — Reports to [Managing Director / Chief Executive / Commercial Director / Chief Operating Officer] with senior accountability to [Board where applicable, senior shareholders, PE Investment Director at PE-backed firms].

Senior direct reports — Digital team typically including [list senior direct reports — typically Digital Marketing Manager, E-commerce Manager where applicable, Digital Product Manager where applicable, Digital Analytics Manager, Digital Operations Manager, UX/UI Manager where applicable, and other senior digital team members specific to the firm’s structure].

Role purpose — to lead [firm name] across [senior digital strategy and operations leadership, digital channels leadership, digital customer experience framework, digital transformation programme leadership, digital marketing technology stack leadership, digital analytics and data framework leadership, digital innovation framework, UK digital regulatory framework compliance, digital agency and supplier relationship management, senior digital team leadership, digital methodology framework leadership, and the wider senior digital dimensions specific to the firm].

Principal responsibilities — adapt the principal responsibilities section above to the specific senior digital dimensions of the firm.

Required experience — adapt the required experience section above to the specific senior career background requirements of the firm.

Required qualifications — typically specify any required or preferred professional qualifications including digital methodology certifications (Scrum, SAFe, ITIL), digital marketing certifications (DMI, Google, HubSpot), CIM Digital Marketing qualifications, and sector-specific qualifications where applicable.

Compensation framework — base salary range, bonus arrangements, long-term incentive participation where applicable, benefits framework including pension, and any sector-specific compensation arrangements.

Application process — application instructions, senior search firm engagement where applicable, interview process structure, senior reference and assessment requirements.

From Director of Digital Job Description to Senior Search

The Director of Digital job description is the principal artifact through which UK SMEs and mid-market firms specify the senior Director of Digital role. The job description supports senior Director of Digital recruitment by articulating the senior specifications externally to candidates, internally to the senior leadership team, and to senior search firms engaged on senior Director of Digital recruitment mandates.

For senior UK Director of Digital recruitment service engagement, see Director of Digital Recruitment. For UK Chief Digital Officer senior search at scaling and major UK firms operating with C-Suite tier organisational designs see Chief Digital Officer Recruitment and Fractional CDO. For UK CTO senior search at UK technology firms operating with senior technology engineering and architecture leadership see CTO Recruitment. For UK IT Director senior search at UK firms operating with senior IT operations and infrastructure leadership see IT Director Recruitment. For UK Digital Transformation Director senior search at UK firms operating focused digital transformation programme leadership see Digital Transformation Director.

Senior UK Director of Digital recruitment at Exec Capital follows a retained methodology calibrated to the specific dynamics of UK SME and mid-market firm Director of Digital recruitment. Senior search engagement begins with structured brief development that articulates the firm scenario, sector context, technology stack requirements, regulatory framework familiarity requirements, and the senior commercial dimensions specific to the firm. Every senior Director of Digital mandate at Exec Capital is led personally by Adrian Lawrence FCA.