David Thirlwell - Head of Marketing, Sanderson Young Estate Agents
Did you always envisage a career in marketing?
Not initially. I studied Fine Art at university, so I always knew I wanted to work in a creative field, but marketing wasn’t the obvious destination from day one. After graduating, I pivoted into graphic design and threw myself into learning as much as I could, studying the work of people far far better than me, freelancing at weekends for everyone from bike shops to bridal boutiques, and building a steadily dangerous collection of design books in the process.
Looking back, it was all part of the same thing, a curiosity about how good ideas are shaped and presented.
Describe your career path so far.
With a strong interest in architecture and design, I joined FaulknerBrowns after university, where I had the good fortune to train under a brilliant graphic designer who really helped instil strong practical foundations. Over time, I became heavily involved in major tender bids and complex presentation documents for multimillion-pound projects across the globe, which was both demanding and genuinely exciting.
I then joined West Nautical, a professional superyacht service provider, as a Graphic Designer. That was very much a baptism of fire into a global luxury industry, and it turned into an incredible eight-year journey that eventually led to me becoming Head of Marketing. It was a brilliantly varied role, from international photoshoots and the Monaco Yacht Show to events at country houses and supercar driving days. It certainly wasn’t your average Tuesday. Being part of that world was a fantastic experience, and one that really rewarded hard work and adaptability.
Tell us about your current role.
As Head of Marketing at Sanderson Young, my focus is threefold.
First, I’m building out the Friends of SY Network, a connected partnership of trusted companies who can serve our clients to the same high standard we hold ourselves to.
Second, I oversee The Sanderson Collection Magazine, a 140-page luxury publication showcasing some of the finest property and lifestyle content in the North East.
And third, I’m focused on enhancing the marketing approach across every touchpoint of the Sanderson Young brand, from advertising, analytics and canvassing to brochures, photography, videography and everything in between. It’s a broad role, but that’s part of the appeal. No two days are ever quite the same, which is fortunate, because I’m not very good at sitting still.
What are you currently working on?
At the moment, we’re building towards the launch of the 2026 Spring/Summer edition of The Sanderson Collection Magazine. It’s shaping up to be a fantastic issue, with features including Hidden Al Fresco Gems in the North East, Aston Martin Works, and of course a superb selection of properties from across the region.
What makes the project especially rewarding is that so much of it is managed in-house, from logistics and design through to production and distribution, working closely with our partners to bring it all together twice a year.
I’m particularly excited because this will be my first full launch with Sanderson Young. And in a world where digital competes ferociously for every second of our attention, it’s encouraging to see that beautifully produced print still has real weight and appetite. People still value something tangible, especially when it’s done properly.
How important are AI and social media in your work?
Both are hugely important, but AI in particular has been a real game-changer.
For a while now, people have been using AI to support writing, structure documents and help shape ideas. That’s all useful. But where it’s really transforming things for us is in visual content. Tools such as Firefly have moved the needle dramatically. We can furnish empty development properties, turn static imagery into more dynamic social content using parallax effects, and more recently even generate 3D house visuals from site layouts and property floorplans. That would have sounded far-fetched not all that long ago
My attention right now is increasingly on GEO (Generative Engine Optimisation). More and more people are using large language models to ask detailed questions about property, and that behaviour is only going to grow. I think we’re heading towards a major shift where, in many cases, people won’t “Google” in the way they once did. They’ll ask AI for advice, comparisons, scrutiny and recommendations.
That raises an important question for marketers. It’s no longer just how do we become more searchable? It’s how do we become the answer? That’s where I want Sanderson Young to be, not just visible, but valuable.
What are the biggest challenges in your current role?
Like many in marketing, one of the biggest challenges is balancing the number of moving parts. There are always multiple projects demanding equal attention, and the skill lies in knowing what matters most, what can wait, and what genuinely makes a difference.
Alongside that, there are always external factors to navigate, particularly the wider uncertainty that can affect the property market. Marketing doesn’t exist in a vacuum, so part of the role is staying commercially aware while still delivering creativity & consistency.
What is your greatest strength
I’d say versatility.
I take pride in being able to turn my hand to a wide range of marketing disciplines. I come from a creative background, so design and visual communication are natural strengths, but I’m equally happy getting into the technical side, whether that’s analysing data, refining copy, planning campaigns or organising events. I enjoy the variety, and I think that breadth helps me connect the dots between strategy and execution.
What is your biggest weakness?
Probably the belief that being busy automatically means being effective.
I’ve always been someone who takes on a lot and juggles multiple projects, but experience teaches you that not all activity is valuable activity. There’s a real discipline in stripping away the 80% of tasks that feel productive but don’t actually get you anywhere. I’m much more conscious of that now, or at least trying to be.
Who are your heroes and mentors?
At FaulknerBrowns, I have to give credit to Ian McNeil, who taught me a huge amount in terms of technical skill, and Geoff Moore – MD of West Nautical, who played a major role in bringing me out of my shell, building my confidence, and opening my eyes to the commercial side of business.
And lastly, my wife, Rosie. I genuinely wouldn’t be where I am without her. She has backed my career decisions every step of the way, all while forging an impressive path of her own. Having that kind of support behind you makes an enormous difference.
From a creative point of view, I still find myself looking at the work of local agencies such as Jump and Altogether Creative. Their style, creativity and motion work consistently punch well above their weight.
What is the best piece of business advice you’ve been given?
Hard work beats talent when talent doesn’t work.
It’s simple, and most successful leaders I’ve met have one thing in common: they work hard. There’s no glamorous twist to it. Just consistency, effort and showing up properly.
How do you like to unwind?
Beach with the family, Pizza, Cycling, Beer, Wild Camping…in that order!
www.sandersonyoung.co.uk