Meet The Team: Adele Smith

Read on to find out more about our Head of Business Operations, Adele Smith.


Here at Generate UK, we are a family. So, we wanted to start introducing our family members to you.

In this series you will get to find out more about who we are as well as a few fun facts.

We have already introduced you to  Andrea Tallett, Patrick Hathaway,  Stephanie Cottrell and Melissa Dyson but we are far from finished.

This next family member has been described as one of the most buoyant people in the office, known to light up the room like a ray of sunshine whenever she walks in, she really is a key part of our family here at Generate UK. 

So, without further ado, we would like to introduce you to our lovely Head of Business Operations, Adele Smith.

Tell us a bit about what you do here at Generate UK

I’m the cog that keeps all the other bits of the business running.

The creative people do the creative stuff and the client service do their stuff and all the experts do theirs and I am the glue that holds them all together, I put the processes in place to let the wheels of the Generate UK machine continue running free and smoothly.

What attracted you to this role?

I like change, I am one of those people who is always thinking, is there a better, easier way of doing things. I like to look at tasks and see what tools we can use to make our lives and jobs easier.

One of the things I quite liked about this role was that it was quite a young company when I joined (5 years ago), and I felt that they were more open to change. I have worked at other companies where if you try and get them to change it is like wading through treacle. Here everyone is always open to change, so it is great that people are prepared to try new things, even if it doesn’t work.

What do you like about your role?

The fact that I am free to do anything. I control my own destiny.

I like the fact that Joe (our Managing Director) trusts me to get on and do the thigs that need doing. I love that. Also, the fact my role is so varied, I am not limited to one small space, with this company I have a finger in all the pies as such.


What do you like most about working for Generate UK?

It’s the people, I have to say the people, they are all lovely and I have some really nice colleagues to work with.

So, sadly for us you are retiring at the end of the year, what are you looking forward to doing or doing more of after retirement?

What I am looking forward to most, is my world travels. My half a world cruise and my travels across New Zealand and Australia. If it doesn’t happen next year (due to Covid) it will be happening as soon I can.

We are going round the Med, then all round South America, through the south sea, so Tahiti, Easter Island. Down to New Zealand, to Tasmania and then into Sydney, Australia, then back to New Zealand a then up to Dubai.


Is there anything else you are looking forward to when you retire?

I will probably go back to doing some more of my home furnishings as I haven’t done much of that recently, like making more curtains. I might also do some voluntary work. I would like to help with advocacy, helping people filling out forms who can’t do it themselves because I am good at that.

Have you had any lockdown hobbies?

Yes, I started doing the Couch to 5k. I have got to week 15, but it has taken me about 26 weeks to get there (laughs). I can now run for half an hour without stopping and I try to go twice a week, and I really enjoy it.

Any other hobbies?

I can sew, so I do a fair bit of home furnishings. I like gardening, and I also love reading.  

Ok, time for a few favourites…

Favourite food?

Rice (laughs) it’s really boring but I love rice. I also love Indian food

Favourite Drink?

My favourite drink is champagne.

Favourite film?

I watch a lot of movies; I don’t really have a favourite, but I love Back to the Future and Legally Blonde.

Favourite author?

My most recent favourite author is Brandon Sanderson, he writes a lot of fantasy novels, and he is absolutely amazing. Lindsay (our Head of Client Services) got me into him, and he is just brilliant.

As for my all-time favourite author, Wilbur Smith is my all-time favourite, I loved his books and I think I have read all of the books he has ever written. (Editor’s note – Wilbur Smith has written 35 books)

Favourite holiday destination?

The Maldives, it’s absolutely out of this world, it’s better than the holiday brochure could ever show you.  It’s absolutely beautiful. You fly over in the plane, and you see turquoise blue sea with these pockets of bleached, golden sand.

Favourite animal?



One last question, if you had a superhero power, what would it be and why?

I would fly wouldn’t that be fantastic to fly. Oh yes, I would fly.


We are an award-winning, full-service digital marketing agency based in Thatcham, Berkshire.

Our goal is to help businesses understand the true value in digital marketing and set out to help those businesses develop and implement new technology and processes to deliver a marketing strategy in line with their goals.

Partnership is key to our digital marketing approach. We work closely with you to identify what will drive the most value for your business and provide a range of digital marketing services to achieve it.