Published by Sue Johns-Chapman
Published Date 21.04.2026 
Founded in 2022, FunnelFuel is the B2B managed service specialising in omnichannel digital advertising, audience analytics, and lead gen solutions. With decades of experience spanning marketing agency, client, and publisher industries, their leadership and wider team have a profound understanding of the advertising industry ecosystem, its unique challenges, as well as the opportunities for improving marketing ROI.
Our Shortlisted Culture
The Culture Committee initiative began as a grassroots idea from two employees who saw an opportunity to further shape and strengthen the company’s evolving culture. What started as a series of informal conversations quickly developed into a fully realised business plan, complete with budget allocation, which was presented directly to the CEO and CFO. FunnelFuel’s CEO described it as “the easiest yes we’ve ever given in this business.”
From concept to execution, the pace of delivery highlights the organisation’s commitment to empowering its people. First introduced in October 2024, the programme was approved in November, formalised into a Culture Committee in December, and officially launched on the first working day of January 2025, a testament to what’s possible when ideas are encouraged to rise organically, and teams are trusted to bring them to life.
At its core, the Culture Committee was designed to drive meaningful cultural transformation across the business, with a focus on creating a more inclusive, supportive, and engaging workplace for everyone. This has taken shape through a range of initiatives that span DE&I, wellbeing, recognition, philanthropy, social and general perks.
A strong emphasis has been placed on DE&I, with the team championing global awareness days and fostering allyship through inclusive events and educational resources, supported by regular employee feedback to ensure all voices are represented. Wellbeing has also been a key priority, with initiatives including manager mental health training, a structured buddy system for new joiners, regular wellbeing themes, and flexible approaches to hybrid and remote working.
Creating opportunities for connection has been equally important. The committee has introduced a variety of inclusive socials designed to bring people together and break down silos across the organisation, from creative monthly events and clubs to larger seasonal celebrations. Alongside this, recognition has been embedded into everyday culture through company-wide appreciation moments, internal shout-outs, and employee spotlights that celebrate both professional achievements and personal milestones.
The programme also reflects a commitment to thoughtful, people-first perks, as well as giving back to the wider community. From small, meaningful gestures in the workplace to employee-led fundraising and charitable initiatives, the Culture Committee continues to evolve in line with what matters most to its people.
This shortlisting is a reflection of FunnelFuel’s belief that culture is most impactful when it is shaped by its employees. By creating space for ideas to grow and empowering individuals to take ownership, the business continues to build a culture where people feel valued, connected, and inspired.
What Being Shortlisted Means to Our Team
Liv Martin & Harriette Davison (Co-founders) – We developed FunnelFuel’s Culture programme with the single vision of contributing to making the business a truly great place to work. Being shortlisted for these awards means so much to us and to our wider committee, it’s a meaningful recognition of everyone’s hard work and dedication. We’re incredibly proud of the culture we’ve created together and even prouder to see it continue to grow and thrive.
Dan Shaw (CEO) – Over the past few years, every single team member who’s joined FunnelFuel has brought something special to the company. Skills, experience, personality, drive… we’ve been fortunate to attract (and retain) brilliant talent from across our industry.
From day 1, creating a positive work culture is something I’ve always been conscious of. This obviously goes so much further than sticking a few values on a slide or offering the team a free beer if they come into the office on a Thursday. Company culture is the mix of shared values, everyday behaviours, working styles, environment and rituals that shape how we operate together. It’s creating a feeling of belonging and providing a safe environment to deliver excellent work (and have fun in the process). And as we’ve grown, it’s genuinely underpinned everything we do; from how decisions are made, how we communicate to one another every day, to the atmosphere created in (and out) of the office. We’ve continuously made small, impactful decisions to create a place where our team has a good experience and enjoys producing great work. Words cannot explain the pride I feel in our team right now. What an amazing achievement, and I can wholeheartedly say that this is completely down to them.
