Björn Conway, CEO of TPXimpact, said:
"This is a hugely exciting appointment for Manifesto and for TPXimpact. Lou has spent six years proving what impact-led leadership looks like, and I'm confident she'll take Manifesto's work with charities, membership bodies and cultural organisations even further, at exactly the moment the sector needs partners who combine strategic clarity with delivery."
Shaping the future together
Under Lou's leadership, we are sharpening our focus as a high-trust transformation partner, helping charities, cultural institutions, membership bodies, and educational organisations navigate a fast-changing digital and AI landscape.
From practical digital transformation to our human-centred "people plus AI" approach, Lou is dedicated to helping purpose-led organisations grow with confidence and deliver lasting real-world impact.
"I'm really excited to be stepping into this role, building on the incredible foundations Manifesto has, and continuing our impactful work with purpose-led organisations. I'm committed to leading and navigating the fast-changing landscape of technology and AI as a collective force for good, side by side with our team, clients, and partners."
— Lou Lai, CEO
Leading with purpose, vision, and warmth
Lou was the natural choice to lead the business through this next phase of change, having taken an integral role in Manifesto leadership for over six years. Most recently she led our client and strategy teams and is already a deeply familiar and trusted face to our team and partners. She brings over two decades of experience across the social impact and digital agency sectors, combining deep strategic expertise with genuine warmth, curiosity, and forward-thinking leadership.
Lou is widely recognised across the social impact network for her commitment to community and collaboration:
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Community champion: Co-founder of FemMentored, a volunteer-led community supporting thousands of women in the social impact space.
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Sector voice: Host of the Leaders with Purpose podcast and Trustee on the Board of Blood Cancer UK.
What our partners say
"She's one of those rare leaders who combines exceptional talent with genuine warmth, curiosity and integrity. Every interaction with Lou leaves you feeling more optimistic about what's possible. Manifesto has been a hugely important partner for us, and I've seen first-hand the impact Lou has had in shaping the agency's culture, ambition and success. I can't think of anyone better to bring the level of vision, energy and leadership to growing and evolving the agency."
— Ben Kay, Chief Experience Officer, The British Association for Counselling & Psychotherapy
"At a time when the sector is facing change, challenge and opportunity, Lou's passion and purpose will no doubt mean bold leadership of Manifesto. Her commitment to truly understanding and partnering with clients has been a game changer for us at Breast Cancer Now, as digital has supported growth in our reach, impact and income. I've no doubt Lou's leadership and ambitions will be a driver of further success for clients in her new role."
— Rachael Franklin, Chief Engagement Officer, Breast Cancer Now
Thank you, Rebecca!
As Lou takes the reins, we also want to pause and celebrate Rebecca Hull, who is stepping down after an incredible nine years at Manifesto, including four as Managing Director.
To her colleagues, Rebecca has been a mentor, an advocate, and an authentic leader who led with true heart. From advocating for our teams and asking the tough questions to creating a workplace that empowered people to thrive, her influence is woven into everything we do.
Rebecca leaves an extraordinary legacy, a stronger Manifesto, and a team full of gratitude. Thank you, Rebecca, for your vision, patience, and friendship.
Please join us in celebrating Lou as she leads Manifesto into this exciting new era, and raising a glass to Rebecca!