About The Objective Collective

Sandy Sykes is the founder of The Objective Collective, leveraging over 25 years of marketing expertise in business development, communications, and brand strategy. Throughout her career, Sandy has collaborated with a diverse array of organisations—from membership bodies and industry institutions to commercial businesses—helping them strengthen their brands, communicate more effectively, and devise marketing strategies that produce tangible results. Her extensive experience covers strategic marketing, effective communications, event planning, brand development, and digital engagement. Sandy has dedicated much of her career to guiding organisations in translating complex ideas into clear and compelling messages that resonate with their audiences. The Objective Collective was founded on Sandy’s belief that marketing should be practical, strategic, and efficient. Instead of relying on complicated campaigns or costly agency models, she focuses on empowering businesses to understand their marketing, utilize modern tools effectively, and develop systems that foster sustainable growth. Known for her straightforward and collaborative approach, Sandy works closely with her team members to bring clarity to marketing strategies and instill the confidence needed to communicate their value with impact.

Alison Armstrong leads Business in a Box at The Objective Collective, bringing over 25 years of experience in business development while supporting businesses with start-up, compliance, and operational improvement. Throughout her career, Alison has collaborated with entrepreneurs, sole traders, and growing businesses, helping them build strong foundations, navigate legal and financial requirements, and implement practical systems that foster sustainable growth. Understanding that every business is different, she takes a tailored, hands-on approach to ensure each client receives the right level of support at all stages of their journey. Alison specializes in helping new and established businesses become fully operational through the Business in a Box program. From HMRC registrations and business banking to websites, digital systems, Google Business Profiles, and business automation, her marketing expertise provides a complete solution that enables business owners to focus on their strengths while knowing the essential foundations are in place. Her approach begins with a complimentary Business Diagnostic Session, during which she invests time in understanding each client's current position, ambitions, and challenges before recommending the most suitable Business in a Box package. By combining strategic advice with practical implementation, Alison ensures that every business receives a solution aligned with its goals and budget. As businesses grow, Alison assists clients in embracing modern technology, including cloud accounting, digital workflows, and AI-powered business tools, where they genuinely add value. Her focus is always on improving efficiency, reducing administrative burden, and creating systems that support long-term success without unnecessary complexity. In her role at The Objective Collective, Alison leads a team of skilled professionals in delivering the Business in a Box program, providing clients with a seamless, end-to-end service covering business setup, compliance, digital presence, and ongoing support. Whether launching a new venture or strengthening an existing business, she collaborates closely with her clients to equip them with the confidence, structure, and tools they need to build successful, resilient businesses.

Terry Clarke is the Business Development Manager at The Objective Collective, bringing over 20 years of marketing expertise in payments, fintech, and large-scale business transformation. Throughout his career, Terry has collaborated with global payment organisations, regulated banking environments, and high-growth fintech businesses, helping them deliver complex programmes, modernise infrastructure, and scale operations. His extensive experience covers card issuing and processing, account-to-account payments, payment gateways, and regulated payment platforms. Terry specialises in transforming complex strategies into operational realities. He has led major platform migrations, post-acquisition integrations, and significant transformation programmes, ensuring organisations can implement change while maintaining strong governance, operational resilience, and regulatory compliance. In his role at The Objective Collective, Terry focuses on building strong partnerships, identifying growth opportunities, and helping organisations navigate change in fast-moving and regulated environments. His ability to connect strategic thinking with practical delivery makes him a trusted partner for businesses and their team members seeking to evolve, scale, and strengthen their operations. Throughout his career, Terry has collaborated closely with senior leadership teams, CIOs, and executive boards, bringing clarity and structure to complex initiatives and assisting organisations in achieving meaningful, sustainable transformation.

Lisa is the Sales and Marketing Manager at The Objective Collective, playing a key role in driving growth, building relationships, and supporting the delivery of effective marketing campaigns for clients. With her strong marketing expertise and understanding of both sales strategy and execution, Lisa collaborates with businesses to identify opportunities, generate leads, and help turn conversations into meaningful partnerships. Her ability to combine organization, creativity, and communication ensures that campaigns run smoothly and deliver measurable results. Passionate about connecting businesses with the right audiences, Lisa helps her team members communicate their value clearly and confidently. From coordinating campaigns and managing outreach to supporting business development activities, she brings energy, focus, and a practical approach to everything she does. At The Objective Collective, Lisa plays a pivotal role in ensuring that great ideas translate into real opportunities, supporting both the team and clients as they grow and evolve.