Who we are

Think of us as your new marketing team, remote yet close. The loveable geeks, the keenos with freshly baked goods raring to go. We offer both thinking and doing, take your pick.


Melissa Fretwell is the founder. Her career has been about telling marketing stories from the world of music and entertainment. Working across a range of demographics with a specialism for understanding the highly prized 16-34 year olds.


She’s a chartered marketeer and CIM mentor. She launched White Camino after seeing so many businesses without the bandwidth to grow. Working with fascinating challengers from music, to parenting, to youth charities and sustainable fashion.


She’s also a Business Director at Hoxby  working with clients new to TV like Etsy. Hoxby is B Corporation Certified social enterprise of more than 1,000 handpicked, diverse and global freelancers who can also work for White Camino.  


Partnering with Laura Lyon Trends ensures the consumer is placed front and centre for all marketing thinking around your consumer proposition and brand positioning. Laura has over 12 years experience of ensuring market research, trends and insights underpin strategies for major media brands. As an independent researcher she works with challenger brands in areas including diversity and inclusion in the workplace and issues affecting women in the Middle East. All research solutions are bespoke and tailored to the brief. I’m sure you’d expect nothing less.

Melissa Fretwell

I'm CIM chartered Marketing Director with a background in both traditional and digital media and over 15 years experience of marketing for entertainment brands from UKTV and Channel 4.

I'm obsessed with creating strategies for challenger brands and start-ups, helping them tell their most compelling story. I deliver pro bono marketing support for youth charity Ideas Foundation and sit on their creative advisory board. 

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Laura Lyon

I have over 12 year’s experience of ensuring market research, trends and insights underpin strategies for major media brands including BBC Worldwide, The Guardian and Channel 4. I am motivated by furthering clients' understanding of people and the wider world, so that they can bring about positive change in the future. 

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