Leeds, 12th May 2026: Global full-service agency IMA, part of the Smollan Group, today announces the promotion of Emily Crabtree from Director of Growth to Global Marketing Director, a new position for the agency.
In her new role, she will align global marketing strategy across IMA’s offices, supporting new market expansion, rebrands of existing Smollan entities, and the continued growth of the business internationally. She will also focus on building a best-in-class internal culture across the global network.
Emily will be running the global team from the Leeds HQ and will be reporting directly to Mike Smollan, Chief Brand Experience Officer at Smollan Group.
Having been with IMA for seven years, and in her previous role as Director of Growth, Crabtree oversaw significant expansion through new client wins, organic growth and pitches.
Since then, Emily has overseen substantial growth across new and existing clients for IMA, working with brands including Hisense, Haribo, MAOAM, Jet2 and Yorkshire Building Society. She also brings prior experience from roles in Australia and London at Craik Jones, Ogilvy, Wunderman, Mercer Bell and BJL.
This role expands her reach to lead a globally integrated team, responsible for all marketing output for the agency.
Emily Crabtree, Global Marketing Director at IMA, said: “IMA has long been one of the industry’s best kept secrets, and I’m excited to take the brand onto the global stage. There is a real opportunity to better showcase our expertise and personality to clients, the wider market and the Smollan Group.
Agencies are often not great at their own marketing, and I’m passionate about changing that by treating ourselves like a client and showing what we can do on a global stage.”
Mike Smollan, Chief Brand Experience Officer at Smollan Group, added: “As part of the wider Smollan business, IMA support clients’ need for full service delivery across the retail spectrum. Our commitment to the growth of the IMA brand has led to the creation of the global marketing function. We couldn’t be happier for Emily to step into the role, given her integrated experience, passion for the IMA brand and proven ability to lead a cohesive global team.”
