From Norwich to the Midlands: How Chris Delahunty built a marketing career

Chris Delahunty is the UK Head of Marketing at TopCashback, with a global marketing career spanning Virgin Money, Eastpak, Flora, Games Workshop, and his own agency. From Norwich call centres to boardrooms in Amsterdam and Antwerp, Chris has led teams across sectors, steered digital transformation, and nurtured some of the UK’s most loved brands. A champion of strength-based leadership and inclusive culture, Chris now calls the Midlands home and believes you don’t need to be in London to build something extraordinary.

In the second instalment of Midlands Mentors – a series spotlighting standout digital leaders from the UK’s central region – Salt UK’s Practice Director, Tim Bradley, sits down with Chris Delahunty, UK Head of Marketing at TopCashback. Chris shares a career defined by bold moves, strategic thinking, and a deep belief in the Midlands as a hub for marketing talent, creativity, and growth.

From call centre to copywriting: the start of a global marketing career

When Chris Delahunty picked up the phone at Virgin Money’s Norwich call centre in the late 1990s, he had one eye firmly fixed on another department: marketing. It didn’t take long for him to make the leap. After persistent lobbying, he landed a copywriting role just as the internet was beginning to transform the industry.

“It was 1999 and nobody knew what they were doing online,” Chris recalls. “Google didn’t exist yet, so I was given the job of figuring out this ‘small internet thing’. That early exposure taught me that nothing is scary if you’re willing to experiment, learn, and work it out yourself.”

That willingness to embrace the unknown would become a defining theme in a career that has taken Chris from FTSE 250 boardrooms to entrepreneurial ventures, from Norwich to Antwerp and Amsterdam, and now back to the Midlands as UK Head of Marketing at TopCashback.

Building a marketing function from scratch in the Midlands

After 11 years at Virgin, Chris made his first bold move: joining Advent Training as its first marketing hire. The challenge was simple but daunting: build the function from scratch in an owner-led business.

“There’s a lot of pressure when you’re spending a founder’s money,” he says. “You’re looking after their baby, and you have to explain diplomatically why things aren’t working and what needs to change.”

Quick wins and data-driven decisions built trust, allowing him to expand the team and prove marketing’s value. But it also planted a seed: could he succeed outside the safety net of a corporate brand?

Taking risks and launching a business during a global recession

When the recession hit, Chris took another risk. Instead of taking a job offer, he launched his own agency with no clients on day one. “I thought: if I don’t do this now, I never will.”

Within weeks, Asda came on board, followed by Holland & Barrett, Arco, and others. The agency thrived, but Chris discovered something important about himself.

“I love marketing. But I didn’t love running a business. Still, the experience was invaluable. Once you’ve had to make payroll decisions, you understand the pressures leaders face. It gave me a wider perspective I’ve carried into every leadership role since.”

Going global

Opportunities abroad came next: first Antwerp with Eastpak, then Amsterdam with Flora. Both moves meant uprooting his family, learning to adapt quickly, and embracing the unknown.

“If I don’t do this, will I regret it in a year?” became his guiding mantra. “So far, the answer has always been yes. And every big leap has been worth it.”

Stewardship of a beloved brand: Games Workshop

Back in the UK, Chris landed a dream role at Games Workshop, a company he had admired since childhood.

“You don’t ‘build’ that brand. The fans already adore it. My job was to nurture it, protect it, and make sure communications landed in the right place. It was a privilege to steward something people dedicate their lives to.”

Leadership and the Midlands advantage

Today at TopCashback, Chris leads marketing for one of the UK’s most digital, customer-first businesses. His leadership philosophy is strength-based: focus on what people do well, give them space, and help them thrive.

“Here in the Midlands, you don’t need to move to London to have a great career,” he says. “There’s world-class talent coming out of universities, fantastic businesses people don’t even know about, and a quality of life you just can’t get in the capital.

The competition for talent is fierce, but that’s a sign of how strong the region is.” He’s also impressed by TopCashback’s approach to culture. “It’s not just about accepting people. It’s about flexing so people can truly be themselves. When employees feel valued as individuals, they deliver their best work.”

The future of loyalty and emotional connection

Looking ahead, Chris sees big opportunities and big challenges in loyalty and consumer engagement.

“Most loyalty schemes are just points systems. Customers aren’t loyal to the brand; they’re loyal to the rewards. At TopCashback, we’re building loyalty to the way we work: finding the best deals, helping people see the savings add up. That’s different.”

He also believes financial brands in general need to reconnect emotionally. “It’s not enough to say, ‘save money here’. We need to understand why people want to save, and speak to that human side. That’s where real loyalty will come from.”

Mentorship and paying it forward

Reflecting on his own journey, Chris points to an early mentor at Virgin Money who took the time to explain strategy, listen, and involve him in big decisions. “Everyone needs that person early in their career. I try to offer the same, not by telling people what to do, but by being there if they need someone to talk to.”

His advice for aspiring marketers in the Midlands? Be brave. “If something keeps nagging at you, whether moving city, changing job, or trying a new path, do it. Most decisions can be reversed, but regret lasts. Every big step I’ve taken has been scary. But every one of them has been worth it.”

From global moves to Midlands roots: coming full circle

From call centre phones in Norwich to leading UK marketing at TopCashback, Chris Delahunty’s career has been defined by bold choices, adaptability, and an openness to growth.

“I’ve always asked myself, ‘Will I regret not doing this?’ And that question has taken me around the world and back home again.”

The Midlands is a great place to build a career, and I’m proud to be part of that story.

It was a real privilege to sit down with Chris Delahunty for this instalment of Midlands Mentors. What struck me most was his openness about the wins, the risks, and the tough decisions that shaped his global career. Chris’s story is a powerful reminder that leadership doesn’t always mean having the answers; it’s about asking the right questions, staying curious, and being brave enough to move when your gut tells you it’s time.

His belief in the Midlands as a place to build not just businesses, but meaningful careers, came through so clearly. I hope you find his journey as inspiring as I did.

Tim Bradley, Practice Director & Host of Midlands Mentors

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