In this HERpower edition, meet Laura Holton—a marketing force redefining field strategy across EMEA and APAC.
From leading high-impact teams to breaking barriers in remote leadership, Laura’s story is all about sharp execution, adaptability, and making things happen.
Bio
Laura Holton is an accomplished senior marketing leader with a proven track record of driving growth in the B2B enterprise space. As Head of Field Marketing for EMEA & APAC at The Adaptavist Group, she leads high-impact marketing strategies that bridge the gap between marketing and sales, ensuring seamless customer engagement and revenue growth.
With deep expertise in field, event, and community marketing, Laura specializes in crafting regionally tailored campaigns that not only generate new business but also strengthen long-term customer relationships. Her ability to blend strategic insight with creativity has helped elevate brands, engage key decision-makers, and drive measurable results.
Beyond her role, Laura is a dedicated mentor, passionate about developing the next generation of marketers. She actively contributes to the Atlassian Community and Agile World Charity, fostering collaboration, education, and inclusivity within the tech ecosystem.
The Conversation
Welcome to HERpower, Laura! Can you briefly introduce yourself?
Laura Holton: I’m Laura Holton, currently serving as the Head of Field Marketing for EMEA and APAC at The Adaptavist Group. I’m based in the UK, and thanks to remote work, I split my time between two locations—Stafford in the West Midlands and Wrexham, Wales. This wonderful flexibility allows me to keep a healthy work-life balance, enjoying time with my four dogs, including two playful new puppies! Remote work has really empowered me to stay productive while maintaining important connections in both my professional and personal worlds.
Can you share more about your role and responsibilities?
Laura Holton: My role as Head of Field Marketing is quite dynamic, and I love that about it. I drive strategic marketing initiatives across EMEA and APAC, collaborating with diverse teams to tailor approaches that resonate within each market. I lead a talented team of 15, composed of field marketers and sales development representatives (SDRs)—who are true experts in what they do.
What makes my role so exciting is the mix of strategic planning and on-the-ground execution. Field marketing is all about being close to our customers and understanding regional nuances—whether that’s cultural preferences or market maturity. The collaboration of field marketing and sales development helps to bridge that critical gap between marketing efforts and the customer journey through to the pipeline.
We leverage deep regional insights to customize our strategies—whether it’s adapting campaign messaging for cultural preferences or aligning our activities with specific industry needs. Every market presents unique challenges and that’s where our field marketers’ expertise becomes crucial to ensure we achieve our goal of generating high-quality leads that align with our Ideal Customer Profiles (ICPs), delivering value to both sales development and direct sales teams.
How do you adapt marketing strategies for different regions?
Laura Holton: Every region is like its own puzzle—differences in culture, market dynamics, and customer expectations require a tailored approach. That’s where having local field marketers becomes invaluable; they understand the subtleties of their regions and ensure our global campaigns feel authentic and relevant.
For instance, in APAC, engagement styles differ greatly—what resonates in Australia may not work in Malaysia or Hong Kong. Even small details, such as optimal webinar timings, can significantly impact participation. In contrast, European audiences often prefer in-depth content, like whitepapers, while other industries respond better to concise, action-driven messaging.
We work across such a diverse set of countries—the UK, Spain, Italy, Greece, Croatia, Germany, Turkey, and many more. Having people who know the local language, culture, and business etiquette gives us a massive advantage. We don’t just translate content—we translate ideas and experiences, ensuring our messaging feels organic and impactful in each region.
Managing a remote team across such diverse regions must come with its challenges. How do you manage those differences?
Laura Holton: You’d think the biggest challenge would be cultural differences, but honestly, that’s what makes us stronger. The real challenge is balancing different working styles and personalities. Some people love structure and process, while others thrive in a more fluid environment, and my job is to bring it all together and keep us aligned towards our shared goals.
We overcome this by fostering open communication and collaboration. Our regular team meetings are invaluable for sharing insights—what works well in one region might not in another, these retrospectives are a treasure trove for the team to become more adaptable and creative, helping us to continuously refine our approach.
I’ve also put a lot of effort into fostering informal connections across the team. Whether it’s buddy systems, impromptu chats, or just catching up about life outside of work, I want everyone to feel supported and part of a team, even if we’re thousands of miles apart. These initiatives help build trust and maintain a close-knit culture, even in a fully remote setup, and I believe this support network makes a huge difference.
Laura, you’ve had quite an extensive journey within the Atlassian ecosystem. Can you walk us through how you got started and how it led to your current role?
Laura Holton: My journey with Atlassian started almost by chance. While doing my Master’s in Marketing & Branding at the University of Southampton, I came across an exciting opportunity at Automation Consultants, a Platinum Atlassian Solution Partner. As their first marketing hire, I had the unique chance to shape their marketing function from the ground up.
It turned out to be one of the best decisions I’ve ever made. I learned so much about the Atlassian ecosystem, the power of their tools, and the community that surrounds them.
Over time, I honed my expertise, working across various initiatives, becoming an Atlassian Community Leader, establishing a team, and even mentoring summer interns—an experience that ignited my passion for leadership. At that point, I felt the marketing function was solid with or without me. And I happened to catch the eye of Valiantys who offered me a new challenge within their newly formed Field Marketing team. The role was a great step up for me, working in a larger organization with larger marketing budgets and broader responsibilities.
One of my proudest moments within the Atlassian Community was helping to organize a charity event (in 90 days!) with my partner in crime Andy Barker, bringing the global Atlassian Community together to support local communities in Rotterdam. We raised €10,000 for Maasstad Ziekenhuis which supports children and families affected by numerous conditions such as Lupus, a cause close to my heart, as I’ve been living with it for over a decade.
While at Valiantys, I also started branching out into other areas—working with the Agile World Charity and even lecturing at my university. I helped supervise students, guiding them through their dissertations, and eventually, I was invited to lecture for a year. It gave me a whole new perspective on marketing from the other side.
Then Adaptavist reached out to me via LinkedIn about an upcoming senior role—an opportunity I couldn’t turn down. Initially, I had a classic case of imposter syndrome, thinking, “There’s no way I’ll get this.” But here I am, almost a year in, and I couldn’t be happier I took that leap. I can confidently say it’s been one of the most rewarding experiences of my career to date.
What drives you forward during challenging times?
Laura Holton: I’d say I’m pretty stubborn—in a good way! A better word for it might be persistent. Whether it’s a challenging project, internal roadblocks, or unexpected changes, I always focus on the bigger picture and keep pushing forward. It’s not always easy, and there are moments of frustration, but I choose to stay positive and adaptable.
I believe that having the right mindset makes all the difference. Having a clear vision of what we’re working toward helps me navigate through difficult periods. I remind myself that challenges are temporary, and by maintaining resilience, we can overcome them and come out stronger. Plus, a little humor, a smile, and perspective go a long way!
Lupus has clearly been a part of your journey. How has it influenced your work?
Laura Holton: Living with Lupus has given me a unique perspective on resilience and adaptability. It’s an invisible illness, so while I may appear fine externally, there are constant challenges—whether it’s fatigue, pain, or medication side effects. But I’ve never let it define me.
Instead, it has made me more determined to show up every day and deliver my best for my team. Giving up just isn’t an option.
I’ve also learned the importance of listening to my body and being kind to myself when needed—something I encourage my team to do as well. We all have challenges, and it’s about finding ways to work with them, not against them. It’s safe to say my experience with Lupus has impacted the way I lead, it’s definitely made me more empathetic, understanding that everyone faces their own battles and may need support in different ways.
How do you approach leadership to create a supportive work environment?
Laura Holton: For me, leadership is about being there for my team in whatever way they need—whether it’s a structured discussion or an informal chat over coffee. Sometimes, it’s not about fixing a problem; it’s about creating a space where people feel heard. If that means spending an hour talking about animals to help someone reset, then I’m there for it! The goal is for them to leave the conversation feeling lighter, supported, and understood.
Becoming a mental health first aider was a turning point for me. In a remote environment, it’s easy to miss when someone is struggling because you don’t have those everyday visual cues. I’ve learned that leadership isn’t just about performance and strategy—it’s about paying attention, noticing when someone isn’t quite themselves, and creating a culture where it’s okay to speak up.
Being proactive in fostering that safe, open space has given me a whole new perspective on how I can support my team—not just as professionals, but as people. Because when people feel valued and supported, they do their best work, and that’s what truly makes a team thrive.
As a woman in tech, what challenges have you faced and how have you dealt with them?
Laura Holton: Being a woman in tech has definitely come with its challenges. There have been moments when I’ve felt I had to prove myself more than others—whether it was in meetings, decision-making, or simply having my expertise recognized. But instead of letting that hold me back, I’ve focused on pushing forward, delivering results, and showing my value.
One of the biggest things that has helped me is mentorship—both receiving it and passing it forward. Having mentors who believed in me gave me the confidence to navigate those moments of doubt, and now, I make it a priority to do the same for other women. Seeing someone else grow and succeed because of the support you’ve provided is one of the most rewarding parts of leadership. We lift each other up, and that’s how we create lasting change.
There’s also been a noticeable generational shift—different generations interact with women in the workplace in very different ways. While the tech industry isn’t perfect, I’ve seen real progress. In my current role, I’ve been fortunate to work in an environment where respect and inclusivity are growing, and more women are stepping into senior leadership positions.
That shift gives me hope for the future, but there’s still work to do, and I’m committed to being part of that change.
How do you approach diversity and inclusion within your team?
Laura Holton: The Atlassian ecosystem is naturally diverse, and there are strong programs in place to support inclusion. While I don’t often hear people directly expressing struggles with underrepresentation, that doesn’t mean the challenge isn’t there—especially in the broader tech industry.
One of the biggest risks in a remote work environment is isolation, it’s easy for them to feel overlooked or disconnected. That’s why I’m intentional about fostering a culture where everyone feels like they belong—not just as employees, but as individuals.
For me, diversity and inclusion go beyond just representation; it’s about making sure every team member feels heard, valued, and empowered to bring their full self to work. Whether it’s ensuring different voices are considered in decision-making, creating informal spaces for connection, or encouraging people to share their perspectives, I focus on building an environment where respect and inclusivity are part of our everyday culture—not just a box we tick.
Right, so it’s about creating a culture where everyone feels safe to contribute. And, on that note, how do you encourage your team to speak up? Do you do something specific to foster that kind of openness?
Laura Holton: Absolutely. I create space for open dialogue through informal conversations, whether it’s casual coffee chats or one-on-ones that aren’t tied to performance discussions. Sometimes, people just need the freedom to talk—whether that’s venting about a challenge, sharing an idea they’re unsure about, or even discussing something completely unrelated to work.
I’ve found that when people feel genuinely heard in those low-pressure moments, they’re far more likely to speak up when it really matters—whether it’s in meetings, strategic discussions, or when raising concerns. It’s all about building trust and showing that every voice is valued, not just when it’s convenient, but always.
So, in the bigger picture, how do you see the future of diversity and inclusion evolving, particularly in tech?
Laura Holton: I think we’re moving in the right direction, but there’s still a long way to go. More companies are starting to recognize that diversity isn’t just about fairness—it’s a key driver of innovation, creativity, and business success.
The real challenge is making sure diversity and inclusion aren’t just seen as a checkbox or a one-time initiative but truly embedded into company culture. That means building systems that actively support diverse talent at every stage—hiring, career development, leadership opportunities, and workplace policies.
The future of diversity in tech will be shaped by how well companies turn intention into action. It’s about creating environments where people from all backgrounds feel valued, empowered, and able to thrive. And that shift is happening now!
I couldn’t agree more. If you could give one piece of advice to women just starting out in tech, what would it be?
Laura Holton: Believe in your potential and never let self-doubt hold you back. Tech needs diverse perspectives, and your voice is just as valuable as anyone else’s. Find mentors who inspire and support you, advocate for what you deserve, and stay true to your unique strengths.
Most importantly, don’t be afraid to step outside your comfort zone—growth happens when you challenge yourself.
We spoke about the challenge of male-dominated environments, especially in higher ranks. What do you think is the best way for women to break through this barrier? Is it more about individual actions or collective change?
Laura Holton: It’s a mix of both. Progress happens when individuals take action, but real, lasting change comes from collective effort. Women supporting other women has been a huge step forward—we’re seeing more mentorship, advocacy, and networks designed to lift each other up. But it’s just as important for men to be allies, to actively recognize and challenge biases, and to ensure that women have equal opportunities to lead.
One of the most powerful tools for change is storytelling. Often, we don’t realize the barriers we’re facing until we hear someone else share their experience and think, “That’s happened to me too.” When we speak up, we validate those experiences, raise awareness, and encourage both individuals and organizations to take action. Change starts with those conversations, but it has to be backed by real structural shifts in how businesses approach leadership, career progression, and inclusion.
What advice would you give to your younger self?
Laura Holton: I’d tell myself to trust my instincts more and stop second-guessing my worth. I used to be shy and a bit of a people-pleaser, overanalyzing every decision and worrying too much about what others thought. Looking back, I realize that self-doubt held me back more than any actual barrier.
The truth is, workplace dynamics aren’t all that different from school—there are still cliques, politics, and moments of feeling like an outsider. But the key is to believe in yourself, even when others might not. Confidence doesn’t mean having all the answers—it means backing yourself, learning as you go, and knowing that your voice deserves to be heard. That self-trust is what propels you forward.
Finally, what would you like others to know about your home country, the UK?
Laura Holton: The UK has so much more to offer than people realize! I’ve always loved exploring the Welsh countryside, and one of my fondest memories is stumbling upon a hidden natural pool in Snowdonia—one of those breathtaking spots you’d never find unless you went looking for it. The UK is full of hidden gems like that, and I think we often forget how much adventure is right on our doorstep.
It’s a place where history and nature blend seamlessly, and whether you’re hiking in the Lake District, wandering through a medieval town, or just finding a quiet corner of the countryside, there’s always something new to discover—if you’re willing to go looking for it.
Connect with Laura
If you wish to connect with Laura and learn more, seek advice, or share similar experiences, feel free to reach out to her via LinkedIn.
More from Laura
- Recent Podcast with Adzact – From Silos to Synergy: Rethinking Sales and Marketing Growth: https://open.spotify.com/episode/1uVsGELaGuR5Dam5fVPSmA
- Blog article related to the podcast – Sales and Marketing Alignment: https://www.adzact.com/resource/collaborations-sales-and-marketing-sept
