LYSSA-FÊE CRUMP | HEAD OF DIGITAL
A woman’s place is wherever she wants to be, and Lyssa has certainly found hers. Whether she’s leading the way in digital strategy, exploring Cornwall’s dramatic landscape, or driving agile transformations, Lyssa makes sure every step is taken with purpose. Equal parts inquisitive and innovative, a true digital visionary consistently paving the way - for Lyssa the question isn’t who’s going to let her; it’s who’s going to stop her.
Hear from Lyssa about how she forged her pathway into the tech world.
Firstly, tell us about yourself.
I’m Lyssa-Fêe Crump, and I’m the Head of Digital at the Agile Communications Agency.
Can you tell us a bit about Agile and how it works?
Agile came out of the software development world. It's primarily a project management technique based around delivering work in short, sharp bursts, something called iterations. It has a strong emphasis on collaboration and working out in the open; transparency is key, and these short, sharp bursts mean value is delivered quickly and often. I've been using Agile since 2012 in a non-software way, applying it to marketing teams. Back then, it seemed a bit rogue, but now it’s a lot more well-established—there's even an Agile Marketing Manifesto, in addition to the standard Agile Manifesto. I think it helps any team; I haven't seen an industry yet where I don’t think it can be applied. It fosters better teamwork and collaboration, especially when you're working with external clients, as they have full visibility of the work being done at all times.
How does tech fit into your marketing role?
I call myself a data-driven marketer, which is different from traditional marketing in that it’s all based on analytics and metrics rather than just gut feel and experience. Don't get me wrong—gut feeling and experience play a massive role in marketing communications, but I like to back things up with evidence, data, and facts. This allows us to look at how campaigns are performing and then make changes based on that information. If we need to change something that’s very creative, we can use the data and facts to support that assertion and make changes accordingly.
How did you get into the tech sector?
My career path was a bit unconventional. In college, I did performing arts and was accepted to do a dance and biology combined degree. However, I decided I didn’t want to pursue that anymore, so I started working at an e-commerce site, an online camping shop. I began in customer service, then transitioned to sales. There wasn't actually a marketing department at the time, which sounds wild now, but I started picking up social media marketing when it was relatively new and very effective for free. From there, I fell in love with websites and learning about SEO and other digital marketing techniques.
What inspired you to start a career in tech?
I'm a child of the internet! I'm a massive nerd and love being online, so being able to apply all the knowledge I gained in my free time to my career was fantastic. I’m completely self-taught in marketing, and I've been doing it for over a decade. I've worked in e-commerce for quite a while and then transitioned to a tech company, which felt like the right place for me as a massive nerd. As a teenager, I even asked a careers advisor how I could become a web developer, and shockingly, they told me not to worry about it and just carry on being a dancer!
Where did that path take you when you got into tech?
From there, I transitioned to working at a health company, and then I set up my own agency, Kraken Marketing, specialising in working with tech companies, before joining the Agile Communications Agency. During that time, I've also tried to give back, becoming a STEM Ambassador, serving on the committee of Tech Cornwall for a few years, and being on the board of the Digital Skills Partnership.
What are the biggest misconceptions about working in tech?
I think there's a misconception that if you're working in tech, you have to be coding, but there are so many other jobs in the ecosystem that are equally important. It's really about finding the right fit for you. As I mentioned, I have a curious mind, which is why I love the internet world. I particularly enjoy learning about all the clients and the tech they're working with. One of the first projects I did for Agile, while still at Kraken, was for a healthcare organisation that was using AI in medical imaging to help improve diagnosis and treatment. Learning about how that technology works, its applications, and the people it helps is fascinating. It's one of my favourite parts of the job—getting to learn about what's happening and how the tech is being used.
How big is tech in Cornwall?
The tech scene in Cornwall is surprisingly large, and consistently, we’re rated as one of the fastest-growing tech clusters in the UK according to the Tech Nation reports. There’s always been great evidence to show those who didn’t quite believe that the tech scene is flourishing down here, but it truly is!
Why don’t more people know about Cornwall’s tech sector?
I think the problem is that we’re not very good at promoting ourselves and the work we’re doing. Sometimes it feels like you keep turning over rocks and finding these incredible organisations doing really cool tech that you just didn’t know about. That’s why campaigns like Digital Futures Cornwall are so important, and why Tech Cornwall is doing such vital work in raising our profile and shining a light on what we do. We have companies doing global work from here, but people just don’t know it exists, and they’re often quite surprised. So, I think we need to do more to showcase how awesome we are; it's a typical British thing not to want to boast about ourselves!
What do you love about Cornwall?
I grew up in St. Agnes, and as soon as I could, I moved away. I went to France and Wales and did the London thing like so many people do. I returned home once I realised I could have a good career down here and still earn great money. I love being outdoors and being able to go for a walk in dramatic scenery just on my lunch break.
How is the business community in Cornwall?
I think the business community is really important. There are so many wonderful events to attend, and every time I go, I come away feeling inspired and connected. I work from home remotely, which I love, but I also appreciate the face-to-face connections where everyone is so supportive, encouraging, and nurturing. There’s no feeling of competition. I feel like the Cornish business community, particularly in the tech scene, really embodies that. If you're looking to get involved, I’d highly recommend attending one of the many awesome events happening.
What do you love about your job?
I love many things about my job, especially the clients I get to work with and learning about the amazing work they do. I just love being a sponge of knowledge. Tech marketing is changing rapidly; best processes and practices evolve, so I constantly have to learn new things, research, and read, which I find fascinating. Additionally, we have a great team of people. It creates such a lovely vibe, and the office is full of dogs, which is my favourite part! There are so many good things about my job that it’s hard to narrow them down to just a couple.
Why stay in Cornwall to pursue a tech career?
Cornwall is a great place to pursue a tech career! The established network is fantastic and ready for you to tap into. Everyone is very welcoming to newcomers who are transitioning and re-skilling, and there are many people around to help you do that. digitalUPLIFT, run by TECwomen and Truro and Penwith College, along with other organisations, are helping women in particular learn new skills and transition into tech jobs. We have such a strong engineering history with mining, which continues today. Now, we have a different type of engineering with software engineering, and it’s really nice to see those parallels.
Digital Futures Cornwall is part-funded by the UK Government through the UK Shared Prosperity Fund. Cornwall Council has been chosen by Government as a Lead Authority for the fund and is responsible for monitoring the progress of projects funded through the UK Shared Prosperity Fund in Cornwall and the Isles of Scilly.
The UK Shared Prosperity Fund aims to improve pride in place and increase life chances across the UK investing in communities and place, supporting local business, and people and skills. For more information, visit https://www.gov.uk/government/publications/uk-shared-prosperity-fund-prospectus.
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