Abi Best is new Managing Director at Lemongrass

Lemongrass announces that Abi Best, formerly Managing Partner at Lemongrass, takes a new position as Managing Director at the company.

The promotion comes following a year of exciting change at the award winning, independent PR & Content agency for travel brands, which works with clients across the globe including tourist boards, tour operators, hotels and wellness retreats.

Led by founder and CEO Mirjam Peternek McCartney, Lemongrass became B Corp certified last year, putting people and planet on a par with profit.  Passionate about supporting B Corp’s mission to champion the idea of using business as a force for good to inspire sustainable and meaningful change, the team at Lemongrass work a 4-day week, regularly volunteer with a range of UK charities and community driven projects and work on a pro bono work for not for profit The Conscious Travel Foundation. Their commitment to building a great culture was recognised with a Sunday Times Best Places to Work award in 2023.

Under Mirjam and Abi’s leadership the company has evolved and expanded its PR service offering to include Digital Positioning Audits, Competitor Insights, Content and Social Audits and Strategy, such as the Social Media and Influencer Springboard programme, launched this summer.

In her new role as Managing Director, Abi will lead and oversee all aspects of the business including recruitment, finance and new business.

Abi Best said: “I’m thrilled to be promoted to this new role, having grown and evolved with Lemongrass over the 12 years that I have been working at the agency. There have been so many achievements of which I am immensely proud. Our entire focus as a business remains on working with the best sustainable travel brands and helping those that want to become more sustainable, executing brilliant campaigns and delighting clients, supported by our brilliant and passionate team.”

Mirjam Peternek McCartney, founder and CEO of Lemongrass added: “I am delighted that Abi is now the Managing Director, after dedicating over 12 years to our agency. Known and respected in the industry, Lemongrass focuses on building a regenerative future for the travel industry. We have always developed award-winning PR campaigns and fostered a great work culture where people love to come to work.

At Lemongrass, we aim to contribute to the larger global picture, measuring success through a balance of staff happiness, sustainable client partnerships, carbon reduction, and profitability. Abi has been instrumental in the evolution of Lemongrass. She is an excellent business and team leader and highly respected in the industry. We are excited at what the future holds.”

The article Abi Best is new Managing Director at Lemongrass first appeared in TravelDailyNews International.