Liz Wells is the Customer and Insight Director for Greene King, the country’s leading pub retailer and brewer. In recent years, Liz has built and led a new Insight and Customer function, an important part of a holistic business and cultural transformation. Liz is passionate about putting customers at the heart of the business, through listening, understanding and driving change , and the work of Liz and the team has enabled a true step change for Greene King, including enabling great progress in customer experience across Greene King’s pubs.
Liz and her team are also passionate supporters of Macmillan, having been named Macmillan Hero of the year for 2024 within internal Marketing community and nominated for Greene King Macmillan Story of the Year in 2025 too.
In 2024 Liz was also named as a ‘Woman to Watch” within Retail, Leisure, Travel and Hospitality by WiTHl.
Prior to this role, Liz spent 15 years in a range of Marketing roles bulding brands, experiences and driving commercial performance. Her love is experience brands, and the connecting mission in these roles has always been “things people do for fun”. Her experience includes hospitality at Greene King, attractions with Merlin Entertainments (both Alton Towers and overseeing the global brand of Madame Tussauds), theatre, and travel, with Thomas Cook. Liz is highly motivated by the passion, creativity, competitiveness and ability to create truly memorable experiences for customers in these spaces.
Outside of work, Liz spends much of her time with her family, especially her 2 young children, learning about Minecraft, Lego and football, running (slowly!), as well as spending as much time travelling to new places with her family as she can.
