E-commerce firm Visualsoft appoints company veteran Lucy Dixon as Chief Financial Officer
E-commerce agency, Visualsoft, has announced the appointment of Lucy Dixon as Chief Financial Officer.
She joined the company six years ago from KPMG, where she trained and qualified as a chartered accountant before moving into industry.
Since then, she has played an integral role in guiding it through one of the most significant transitions in its 25 year history: evolving from a proprietary e-commerce platform to a Shopify focused agency model.
When Dixon first arrived, the finance function - and much of the business - was built around Visualsoft’s own technology. Over time, she’s helped reshape that foundation, introducing new systems, improving visibility of client profitability, and building the analytical infrastructure needed to make data led decisions.
She says: “When I joined, there wasn’t a lot of reliable data available. Decisions were often made on instinct. Now, we’re able to use data to really understand where we create value, how we grow sustainably, and how we can increase enterprise value over time.”
“My role is about ensuring we have the right strategy to grow profitably, to know where to focus our efforts, and to increase shareholder value. We’re already seeing the shift - the quality of leads, the calibre of clients, and the conversations we’re having now are completely different from even a year ago. It shows how far we’ve come.”
“Finance still isn’t as diverse as it could be,” she adds. “But every time a woman steps into a senior role, it changes perceptions a little more. I’ve had great mentors and want to be that example for others coming through.”
Visualsoft CEO Chris Fletcher comments: “Lucy has been central to our transformation. Her clarity, commercial insight and leadership have helped us navigate huge change while staying focused on the bigger picture. She’s built a finance function that not only keeps pace with our growth but powers it. Her appointment is very well deserved.”
2025 RTIH INNOVATION AWARDS
E-commerce was a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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