Liz Wells is Customer & Insight Director at Greene King, the country’s leading pub retailer and brewer. She is passionate about putting customers at the heart of the business through listening, understanding and driving meaningful change. In recent years, Liz has built and led a new Insight function at Greene King, forming a key part of a wider business and cultural transformation. In 2025, Liz was selected for The Marketing Academy Scholarship programme and in 2024 was named a ‘Woman to Watch’ in Retail, Leisure, Travel and Hospitality by WiTHl.

Prior to this role, Liz spent 15 years in marketing roles, building brands, experiences and commercial performance. Her career has been shaped by a love of experience-led brands and “things people do for fun”, spanning attractions, theme parks, travel, theatre and now pubs.

Outside of work, Liz spends time with her family, including her two young children, discovering Minecraft, Lego, football and travelling when she can.