In our latest “offline” edition, we catch-up with Higgs LLP’s Head of Digital Marketing, Michelle Hughes, and find out about her love for sketching, how she ended up in the Northernmost pub in the world, digital’s biggest opportunity in 2026 and much more!
How did you enter a career in digital marketing?
By accident really. I have always liked creativity, and I was working as a designer at a small agency in Leamington Spa. I was asked to create a website, something I had never done before.
Then one of the directors of the business set up a new company and launched an internet job board and asked me to go with him, it was back in 1998. We had a website, but we had no idea how to get people on it, so I took it upon myself to research and find out.
Google didn’t exist so it was all about getting your site in the Yahoo directory, and spamming people’s email addresses!
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How do you switch off?
I find it really hard to switch off. My mind is constantly working – whether it’s thinking about new approaches for work or exploring AI tools for my side hustle.
To get out of my own head, I exercise, either going for a slow jog or playing pickleball. But if I really want to switch off completely, I draw. I can get lost in sketching for hours.
What is your favourite Podcast & Book in 2025?
Doing what I do for a living, I should say that I listen to loads of podcasts, but I don’t. I prefer to get my information either face to face or by reading printed materials.
However, I do love to read, and it’s usually a good crime fiction book, and it has to be an actual book. I spend far too much of my life staring at a screen to consider a Kindle.
Who’s been the most influential person or role model in your career and why?
That’s a tough one because I have had several great line managers over the years but the one that really stands out is Carole Bishop, she managed me when I worked for OCR (Oxford, Cambridge and RSA Examinations) many moons ago.
I like to think I have adopted some of her approach when I am working with people, I try to be supportive, help people develop their path, show gratitude, and always have their back.
Watch The 20-Minute Podcast with Michelle (YOUTUBE EDITION)
Fun fact about you?
I’ve been to the Northernmost pub in the world during a trip to the Arctic – not something you can say every day!
What’s your proudest professional achievement to-date?
Probably the Higgs LLP rebrand. I have never led on a rebrand before. I have been part of the brand team many times, and I was always frustrated at the approach and output which I never felt truly reflected the business I was working for.
The Higgs one was very different, we listened to all our stakeholders and made sure we created a brand that was instantly recognisable as Higgs, in terms of our values and approach. The feedback we have had has been incredible, and I can hand on heart say, it feels like Higgs.
What’s your favourite music Album of all-time?
If I really want a good sing-along, my go-to is Abba, and my favourite album is Arrival.
I know all the words to every single song. I visited the Abba Museum in Stockholm last year and sang my heart out.
What 1 thing would you tell your younger self?
You are good enough exactly as you are.
What is the biggest opportunity for digital marketers in 2026?
AI is the most obvious answer. There is already a shift in the way people now search for content and services, and I think we will see that increase.
I have seen all sorts of posts on LinkedIn from people badging themselves as GEO (insert term of your choice!) experts but I don’t think anyone is an expert yet. However, there are plenty of actual SEO experts like Mark Williams-Cook who are experimenting, testing and learning, so I think there will be real changes in the way we produce content for those audiences.
And of course, I think AI has a huge role to play in helping marketing teams become more streamlined and efficient.
What’s top of your Bucket List?
I’m torn between two. There’s definitely another wildlife trip in the planning stages. I have been extremely fortunate to tick quite a few off my list but I’d still like to see gorillas in the wild before I leave this earth.
But I also like to give back, so I am planning a trip to China to volunteer for a wonderful dog rescue charity called Slaughterhouse Survivors – they do the most incredible work and I want to do my bit to help.
About Michelle…
Michelle Hughes is fast approaching 50 and has the grey hair to prove it! She has been working in digital marketing since around 1998, back in the pre-Google era when getting into the Yahoo directory was the height of sophistication.
She’s worked across a variety of sectors including education, recruitment, and for the last decade, legal services. For almost 3 years, she’s had the privilege of leading marketing at Higgs LLP, launching their rebrand and website in 2024, a project that stands as her proudest professional achievement to date.
She needs dogs, tea, exercise and fresh air to stay sane, and when not immersed in digital marketing, she’s usually plotting her next adventure or finding ways to give back.
Connect with Michelle on LinkedIn
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