about us
amy odene
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
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.