Allison Homes strengthens leadership with Julia Brass promotion to Group Marketing Director

Allison Homes has promoted Julia Brass to 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, Julia brings extensive leadership expertise from the housebuilding sector. Prior to joining Allison Homes, she spent five years as Group Marketing Director at Avant Homes, where she supported rapid business growth and brand transformation. In her promoted role at Allison, Julia will continue to help shape the next phase of Allison Homes’ growth ambitions, strengthening its brand, reputation and performance.

Julia 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.
“Those early years were fast-paced and demanding, but they shaped my work ethic and mindset,” she says. “I’ve always been motivated by challenge and the opportunity to continuously improve.”

She 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. A core focus of Julia’s role has been building the right team and partnerships to support long-term growth. 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.
“Our website was upgraded with a clear CRO and SEO strategy, and now performs above industry benchmarks,” Julia explains.

In 2024, the team refreshed the Allison Homes brand and relaunched the company’s Vision and Values, ensuring consistency across tone of voice, creative and campaigns.

“Today, there is a shared understanding across the business of our vision to be ‘Known as The Homebuilder You Can Trust’,” she adds.

“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.”

In her new role as Group Marketing Director, Julia will continue to strengthen marketing operations while driving brand, reputation and performance at both group and regional levels.

“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,” she says. “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.”

The promotion follows a period of strong performance from the group marketing team.
“I’m incredibly proud of what my team has delivered. They’ve worked relentlessly to build a modern, data-driven marketing function that consistently outperforms across digital channels,” Julia says.

Looking ahead, Julia is also focused on future-proofing the business, leading the establishment of an internal AI committee designed to ensure Allison Homes harnesses technological advancement across all departments, while continuing her own professional development through the CIM Professional Digital Marketing programme.

“I’ve been given the freedom and support to grow through leadership development and a culture that genuinely encourages ambition. The future at Allison is exciting” she reflects.

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.”

Allison Homes Web Article: 11th February 2026