Kristi Hoyle appointed CEO of Kaizen as agency enters next phase of growth

Kamile Kupryte

Marketing Manager

2nd October 2026

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Independent digital marketing agency Kaizen has appointed Kristi Hoyle as Chief Executive Officer, ahead of plans to scale the agency’s growing GEO and Social offerings.

Kristi first joined Kaizen five years ago, transitioning to Managing Director just over a year ago. As MD, Kristi has led Kaizen’s move from SEO specialist to a broader digital marketing agency covering SEO, Digital PR, Social and GEO. In the past 12 months, Kaizen has won NEXT, Skyscanner, MoneySuperMarket and QuidCo as clients, and continues to work with long-standing global brands including LEGO and adidas.

In her new role as CEO, Kristi will focus on scaling Kaizen’s burgeoning Social and GEO offerings and building out Astro, the agency’s proprietary AI platform that helps brands scale their digital capabilities using agentic AI.

Kristi said:

“There is so much change in our industry right now, with the fragmentation of search presenting a huge opportunity for Kaizen. We’ve spent the last 12 months diversifying our offering, building out our senior team and setting ourselves up for long term success. There is still so much that we want to build and I couldn’t be more excited to step into the CEO role and lead the agency through our next period of growth.”

The appointment comes as Founder and majority shareholder Pete Campbell steps back from his Strategy Director responsibilities and returns to his role as Chair. He will continue to advise the senior leadership team as the business enters its next stage of growth.

Pete said:

“Kristi has reshaped Kaizen over the last five years, and in this past year as Managing Director she has reinvented the agency and it is thriving more than ever. She has built an incredible leadership team around her that will enable us to become UK market leaders in GEO, Social and agentic AI consultancy to brands. I’m looking forward to backing her as Chair.”