Visualsoft, the eCommerce agency, has announced the appointment of Lucy Dixon as Chief Financial Officer, marking a new chapter in the company’s growth as it expands its Shopify offering and cements its position as one of the UK’s leading ecommerce agencies.
Lucy joined Visualsoft six years ago from KPMG, where she trained and qualified as a chartered accountant before moving into industry. Since then, she has played an integral role in guiding the company through one of the most significant transitions in its twenty-five-year history: evolving from a proprietary ecommerce platform to a Shopify-focused agency model.
When Lucy first arrived, the finance function – and much of the business – was built around Visualsoft’s own technology. Over time, she’s helped reshape that foundation, introducing new systems, improving visibility of client profitability, and building the analytical infrastructure needed to make data-led decisions.
Lucy says: “When I joined, there wasn’t a lot of reliable data available. Decisions were often made on instinct. Now, we’re able to use data to really understand where we create value, how we grow sustainably, and how we can increase enterprise value over time.”
That analytical mindset has been key to Visualsoft’s strategic pivot. The business, which once competed with Shopify, is now one of its most trusted UK agency partners, offering retailers everything from creative design to marketing strategy. Under Lucy’s financial leadership, Visualsoft has invested in digital transformation, systems integration and new commercial models to support larger, more complex clients.
Her focus for the future is clear: to create the financial and operational foundations for sustainable growth.
“My role is about ensuring we have the right strategy to grow profitably, to know where to focus our efforts, and to increase shareholder value,” Lucy explains. “We’re already seeing the shift – the quality of leads, the calibre of clients, and the conversations we’re having now are completely different from even a year ago. It shows how far we’ve come.”
Lucy’s appointment also highlights the growing strength of leadership talent in the North East. Visualsoft’s headquarters remain in Stockton-on-Tees and Newcastle, despite many competitors being based in London or Manchester. “It’s something I’m proud of,” Lucy says. “You don’t have to be based in the capital to succeed in tech. The North East has so much potential, and it’s great to be part of a business proving that.”
As one of relatively few female CFOs in the region’s digital economy, Lucy hopes her journey can also encourage others. “Finance still isn’t as diverse as it could be,” she says. “But every time a woman steps into a senior role, it changes perceptions a little more. I’ve had great mentors and want to be that example for others coming through.”
Visualsoft CEO Chris Fletcher added: “Lucy has been central to our transformation. Her clarity, commercial insight and leadership have helped us navigate huge change while staying focused on the bigger picture. She’s built a finance function that not only keeps pace with our growth but powers it. Her appointment is very well deserved.”
With a renewed focus on data, profitability and strategic growth, Visualsoft is now looking ahead to the next stage of its journey – scaling its Shopify partnerships, deepening client relationships and strengthening its position as one of the UK’s most innovative ecommerce agencies.
The convergence of tech and brands 