Meet the team

Meet the people who make Holidaymaker what it is

Dave Lakins

Chief Executive Officer

With Key Digital Agency’s foundation and extensive holiday park experience, Dave combines industry insights with digital knowhow. A digital expert and journal writer for the BH&HPA, he is passionate about improving guest experiences.

Dave has created an environment where the team can grow, somewhere that everyone wants to work. Reinforced by being given awards for leadership and boss of the year!


Dave McRobbie

Chief Operations Officer

An ethical strategist, who seamlessly connects client and agency realms. His diverse background, from business analysis to strategic direction, shapes our visionary approach and continuously drives us to challenge and grow in the technology and hospitality space.

“I think Dave and I feel so well supported and know we have made the right decision. I have to say I really enjoy working with Dave (well with everyone) – but seeing how Dave has embraced HM and is able to put up with my rambles and gently ‘talk me down’ has been brilliant, I couldn’t wish to have set the business up with anyone better.

I’m working with people I respect and care for, on a product I’m proud of, with a business partner who is a friend. That’s pretty good for me.”


Steve Tiley


With over 20 years experience in leading and inspiring teams in B2B IT organisations, Steve’s track record includes a successful 5 years IT directorship in McDonalds UK as well as developing three of his own multi-national IT Organisations proving services to many of the world’s leading hospitality brands.

Steve combines his own ventures with supporting a number of other organisations in his capacity as Chairman, particularly in mentoring founders, developing small-mid size businesses, and where necessary leading turn-around situations.

A passionate supporter of the need for Climate Change, Steve is a Climate Change Leader within the Al Gore Climate Reality Foundation. Outside of work, his passions are snowboarding and supporting Atletico in his adopted home city of Madrid.



Head of Technology

There from the start, Jamie has been integral in the creation and development of Holidaymaker. With a mastery of multiple programming languages, including PHP, Java, Swift, and more, Jamie is a versatile full-stack developer specialising in native mobile apps, bespoke web frameworks, and API creation.

As the guiding hand behind the Holidaymaker platform and products, he crafts multi platform information systems that work their magic for holiday parks. With a background in web, app, and visual leadership, Jamie’s technological expertise reaches across industries, making him an essential part of the team.


David G

Head of Business Development

Head of Business Development, Dave is an experienced professional with a knack for forging, genuine lasting connections and driving growth. With an extensive background in business strategy and development, Dave is the driving force behind our expanding partnerships and client relationships.

With a large and loving family behind him, positivity is contagious, always bringing energy to the office and keeping us all topped up with sugar.

Our third – but no less important – Dave!



Head of Marketing

A Chartered Marketer with over 14 years experience across diverse markets, industries, and environments. With a passion for creating customer-centric marketing strategies, Allana is  skilled in growing brands that resonate and thrive.

Having joined Holidaymaker in January 2023, Allana has made a massive difference to the direction and voice, with a full rebrand project after just 6 months! Not only that, but she has dramatically increased our market share, social following and has built the sales funnel and CRM from scratch.

Beyond her professional life, Allana loves spending time with her husband Mark and being a mum to their little boy, William. Their family also includes Star the Alaskan malamute, and Tubs the tabby cat. A lover of the outdoors, she is often exploring the Jurassic coast with Star, and can never resist the opportunity to get stuck into a good book!



Operations Lead

A pivotal member of the team with a wealth of experience as a Project Manager, Laura has honed her skills to ensure projects are meticulously planned, milestones are met, and communication remains seamless. Facilitating informed decision-making, by combining structured planning and innovative solutions.

She helps get things done!

Outside the office, Laura finds joy in her role as a devoted mother to her young sons with her partner. Her commitment to her family is mirrored in her love for the breathtaking Dorset coast. Exploring sandy shores, basking in the beauty of nature, and creating cherished memories.


Jamie C

iOS Developer

With a decade of experience as an iOS developer and a solid 4-5 years honing his skills as an Android developer, Jamie is a versatile and knowledgeable developer. Using Swift, Kotlin, Java, and PHP programming languages.

Jamie’s journey into the tech world was marked by managing mobile apps in the cinema industry, with his creations being used across the globe. His knack for creating user-friendly and cutting-edge applications has earned him a reputation for excellence.

In the short time he has been with us he has been integral with updates and improvements to Holidaymaker. Helping to drive us forward and take us even further.

Beyond the screen, he loves the great outdoors and is a dedicated Manchester United fan.



Project Administrator

Jenny has a wealth of experience within customer service and administration, coming from a retail and customer-facing background. A fantastic organiser, she helps to ensure we stay on track and that targets are met.

She brings her personality into her style, with her love of vintage and quirky fashion. A passionate reader, in her spare time she loves to find more books to devour…you can never beat a good book and a cup of tea!


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