About Us

Zac Hancox is the Founder and CEO of StraightIn, a LinkedIn marketing agency helping B2B companies build consistent pipelines through targeted outreach, thoughtful content, and LinkedIn advertising. He founded StraightIn all the way back in 2018, building the business from scratch with no external investment. Coming from a single-parent household on a council estate, he bootstrapped every stage of the company’s growth. Today, StraightIn operates internationally, with offices in Manchester and Chicago and teams supporting clients across multiple markets worldwide.

With years of hands-on experience in B2B marketing and lead generation, Zac works closely with sales and marketing teams to move them away from short-term tactics and towards repeatable, sustainable growth. His focus is on what works in practice: understanding buyer behaviour, building trust through content, and creating systems that support long-term revenue.

Under Zac’s leadership, StraightIn has grown into a 24-hour global operation. While international expansion has been a major milestone, Zac considers the company’s greatest achievement to be the team itself — a group of people who consistently deliver for clients and help drive the business forward.

Shannon Townsend is Head of Operations at StraightIn, where she oversees delivery across all client accounts, ensuring outbound campaigns, lead generation activity, and content marketing efforts run smoothly, consistently, and deliver clear commercial impact.

Since joining StraightIn in 2020 as an Account Executive, Shannon has worked hands-on across a wide range of industries, managing LinkedIn-led outbound and demand generation campaigns in sectors including financial services, manufacturing, software, and professional services. That frontline experience now shapes her operational leadership, with a strong emphasis on performance, scalability, and client experience.

In her current role, Shannon leads the operations team and plays a central role in how campaigns are planned, executed, and optimised day to day. She works closely with account managers, content, and paid media teams to ensure outbound outreach and lead generation activity are tightly coordinated, delivered on time, and focused on generating measurable results for clients.

Rob Lloyd is Sales Director at StraightIn, where he leads the company's commercial growth strategy, helping businesses generate qualified B2B sales opportunities through LinkedIn lead generation, paid advertising, and content marketing.

Having joined StraightIn in 2019 as the company's first dedicated salesperson, Rob has played a central role in the agency's growth from its early stages into one of the UK's leading LinkedIn marketing agencies. Since then, he has spoken with thousands of business leaders across a wide range of industries, helping them understand how LinkedIn can support their commercial goals and where StraightIn can add value.

Today, Rob leads the sales teams across StraightIn's Manchester and Chicago offices, overseeing new business development and working closely with the operations team to ensure every new client gets off to the best possible start. He has been involved in many of StraightIn's biggest client partnerships, including securing the agency's largest contract to date, and continues to help businesses use LinkedIn to generate more qualified leads and long-term growth.

As Head of LinkedIn Advertising at StraightIn, Tom Watson leads the strategy and delivery of paid LinkedIn campaigns designed to generate high-intent demand and support long-term pipeline growth for B2B clients.

Having spent nearly four years at StraightIn, Tom has worked across multiple departments, building a broad, practical understanding of B2B marketing and demand generation. Earlier in his career at the agency, he played a key role in developing StraightIn’s email outreach and paid ads offerings, helping shape both client campaigns and the company’s own outbound approach.

Today, he heads up the client-facing PPC function while also overseeing demand generation across the wider company. His focus is on combining smart targeting, strong messaging, and human-led strategy to make sure campaigns drive real commercial outcomes, not just clicks or impressions.

Jess Greaves leads StraightIn’s key accounts, working closely with large, international organisations to ensure LinkedIn-led campaigns deliver consistent, high-quality commercial results.

Since joining StraightIn nearly six years ago as an Account Executive, Jess has progressed into a senior client-facing role, working with some of the agency’s most complex and high-profile accounts. Her experience includes global brands across sectors such as renewables and sustainability, law, private membership and concierge, facilities management, and professional services, where scale, stakeholder management, and performance expectations are high.

In her current role, Jess provides senior oversight across outbound and lead generation campaigns, acting as a strategic partner to clients rather than simply a delivery contact. Her work has contributed to outcomes including major brand collaborations, exceptional ROI on lead generation programmes, and rapid client-side growth driven by increased inbound demand.

As Copywriting Lead at StraightIn, Joseph Brown leads the development of written and visual content across the business, helping B2B brands communicate effectively and with intent on LinkedIn and beyond.

With a background in screenwriting and film studies, he brings a strong narrative approach to B2B marketing, combining research, structure, and careful thinking to turn complex ideas into content people actually want to engage with. Since moving into marketing nearly six years ago, Joseph has worked across a wide range of industries, including manufacturing, mining, fintech, healthcare, logistics, and eCommerce.

After joining StraightIn through a digital marketing apprenticeship, he progressed quickly through the business, gaining hands-on experience across copywriting, graphic design, social media management, digital PR, and campaign strategy. He now leads content across LinkedIn Company Pages, overseeing written and visual assets that support visibility, engagement, and long-term brand authority.

Jakob Vujovic is Head of US Operations at StraightIn, where he leads the agency's Chicago team, overseeing the delivery of LinkedIn lead generation and outbound prospecting for clients across the United States.

Since joining StraightIn in 2021 as an Account Manager and becoming the first member of the Chicago office, Jakob has played a key role in establishing and growing the agency's US operations. Working closely with businesses across a range of industries, he has developed extensive experience managing LinkedIn marketing campaigns, refining outbound strategies, and helping clients generate consistent, high-quality sales opportunities.

In his current role, Jakob manages the day-to-day operations of the US team, ensuring campaigns are delivered consistently, onboarding runs smoothly, and clients receive the support they need to achieve their lead generation goals. He works closely with the wider operations, sales, and content teams to maintain high standards across every stage of campaign delivery while helping businesses turn LinkedIn into a reliable source of qualified leads and long-term growth.

Nicolette, known as Nikki to clients and the team, joined StraightIn as a Partnership Executive and rapidly advanced into a leadership position, reflecting both her commercial acumen and her ability to build high-value relationships. She now manages the Strategic Partnerships team, supporting agencies in integrating LinkedIn lead generation into their service offering, whether as a fully managed solution or a white-label extension of their existing strategy.

Nikki works consultatively with partners to identify ideal client profiles, refine outreach positioning, and deploy scalable LinkedIn marketing campaigns that engage thousands of decision-makers each month. Her focus is on ensuring partners can deliver measurable pipeline growth for their own clients, without increasing internal overhead.

Her track record includes delivering 125 qualified leads in a single month for an Australian-based client, contributing to a 120% increase in business growth, with more than half of those opportunities converting. She has also supported partnerships connected to globally recognised brands, including Fox News, Godiva Chocolate, and Shell Gas.

Matt joined StraightIn over six years ago as an Account Executive and has since become one of the strongest performers within the operations team. During that time, he has supported a highly diverse client base, spanning Premier League football clubs, live music platforms, manufacturing firms, and mining solutions providers, adapting campaigns to very different audiences, markets, and commercial pressures.

His work has contributed to significant commercial outcomes, including generating close to AUD $20 million in revenue for a mining solutions client. Today, Matt plays a key role in ensuring campaigns are delivered effectively, reliably, and at scale. He is trusted with some of StraightIn’s most demanding accounts, where consistency, attention to detail, and strong execution are critical to long-term client success.