Vision 100


Zoe Burns-Shore

Head of marketing

First Direct

As head of marketing at the UK’s leading digital-only retail bank, Zoe Burns-Shore has a surprising attachment to the old ways: she admits an avowed preference for a paper diary and a dictionary. This vintage quirk has not held her back however, as her experience is wide ranging and covers a good deal of profit-and-loss responsibility as well as day-to-day brand management. Formerly a board-level marketer at one the busiest agencies in Northern England, she now involves herself with target and budget setting on First Direct’s leadership team. Unsurprisingly, her biggest challenge is finding enough hours in the day. She will no doubt admit it is a side effect of doing a job “where I can be creative, talk a lot, lead people and help a business grow”.

Career highlight: “Getting the head of marketing job at First Direct. It is a brand I have always loved and I have wanted this job since I started in marketing.”