about us

amy odene

Managing Director

Amy has worked both professionally and voluntarily for social good causes for over 15 years and within animal advocacy for 8.

Amy co-founded User-Friendly, a marketing and campaigns agency in 2020 with husband James. She has previously worked as Campaigns Manager for ProVeg UK contributing to a UN Momentum for Change award and as Global Corporate Relations at The Humane League collaborating with the Open Wing Alliance to coordinate major global commitments across the food sector. Amy also co-founded Animal Ask, a charity supporting the animal protection space with dedicated research and co-hosts the animal advocacy podcast, How I Learned to Love Shrimp.

Amy is on the advisory board for the Vegan and Animal Rights Conference in the UK, and on the board of both Social Change Lab and Animal Charity Evaluators (ACE).

james odene

Creative Director

James is a senior marketer and strategic consultant with extensive marketing experience in both commercial and non-profit companies. James has an MA; Master of Sciences in International Marketing as well as a Mini MBA in Marketing, and a Cert BEco Foundational Degree in Behavioural Economics.

James has worked for and with a number of international charities alongside his work within the commercial sector, building up a firm understanding of how behavioural science and marketing can work together to optimise campaign performance.

Over the past two years, James has consulted with farmed animal welfare organizations, hosting trainings and webinars to optimise campaign strategies. His work has helped teams adopt data-driven approaches, enhance storytelling, and create impactful, collaborative campaigns for lasting change.

lily chamberlain

Digital Ads Specialist

Lily (she/they) has eight years' experience in non-profit digital marketing, and five years' experience in effective animal advocacy.

In that time, they have led campaigns across multiple continents and secured transformative campaigning and fundraising wins.

In addition to their work with Campaigns Lab, they run the Google Ads Grant programme at Good Impressions, run marketing programmes for Sinergia Animal and take on additional clients as a freelancer. 

angelina dobler

Project Manager

Angelina is an experienced project manager and campaigner with a strong background in advocacy and strategic planning. Over the years, Angelina has worked on high-profile campaigns, ranging from national votes (e.g. the vote to abolish animal factory farming in Switzerland) and grassroots initiatives to corporate campaigns challenging the capitalist status quo.

Angelina has collaborated with various organizations, including The Online Progressive Engagement Network (OPEN), 350.org or the Sunrise Project, gaining invaluable experience in coalition-building and driving large-scale activism efforts. With a passion for accessibility and inclusivity, Angelina is committed to ensuring all communications and processes are clear and accessible to diverse audiences.

In addition to coordinating impactful campaigns, Angelina has volunteered directly with animal advocacy organizations such as Sentience Politics or Tier im Fokus. 

In her free time Angelina enjoys all things to do with animals and the ocean. 

ross macmillan

Content Creator

Ross is a content creative specialising in digital asset creation and multimedia content management across design agencies, in-house teams, and non-profit organisations. With a background in graphic design and UI/UX, he has crafted effective and visually compelling digital content for a variety of sectors.

With a drive to help animals, Ross has contributed his skills to various organisations in the movement where his passion for animals and all things creative align to create impactful work and push change.