Oxfordshire PR firm Lemongrass appoints new managing director

Abi Best, formerly managing partner, has been named the new managing director of Bicester-based travel PR agency Lemongrass.

The firm works with clients across the globe, including tourist boards, tour operators, hotels and wellness retreats.

Led by founder and CEO Mirjam Peternek McCartney, Lemongrass became B Corp certified last year.

Staff work a four-day week and regularly volunteer with charities and community projects, including pro bono work for The Conscious Travel Foundation not-for-profit.

Under the leadership of Mirjam and Abi, the expanded its PR service offering to includedigital positioning audits, competitor insights, content and social audits and strategy.

As managing director, Abi will oversee all aspects of the business including recruitment, finance and new business.

“I’m thrilled to be promoted to this new role, having grown and evolved with Lemongrass over the 12 years that I have been working at the agency,” she said.

“There have been so many achievements of which I am immensely proud.

“Our entire focus as a business remains on working with the best sustainable travel brands and helping those that want to become more sustainable, executing brilliant campaigns and delighting clients, supported by our brilliant and passionate team.”

Mirjam added: “I’m delighted that Abi is now managing director.

“Known and respected in the industry, Lemongrass focuses on building a regenerative future for the travel industry.

“We’ve always developed award-winning PR campaigns and fostered a great work culture where people love to come to work.

“Abi has been instrumental in the evolution of Lemongrass. She’s an excellent business and team leader and highly respected in the industry.

“We’re excited for what the future holds.”