The people behind the work
No ghostwriters, no anonymous "team." Every strategy, blog post and report leaving BLOOM has a real name on it. Someone you can look up, check the credentials of, and actually talk to if you want to.
Everything we do is written and reviewed by us. We've put our names on it because we stand behind it. Who we are, and what we actually know.
Meet LucyBLOOM Transitions Director & Do'er
Lucy Strack is BLOOM Transitions' Director & Do'er, and the agency's founder. A former elite athlete, she brings the same high performance mindset to HubSpot and CRM systems that she once brought to competitive sport: precise, disciplined, always chasing the next gain. Every piece of work leaving BLOOM crosses her desk before it reaches a client.
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Lucy Strack started BLOOM Transitions in 2020 on a simple idea: agencies should be transparent, collaborative, and genuinely invested in their clients' growth, not just their invoices.
Before BLOOM, Lucy competed at an elite level in sport; an experience that still shapes how she runs BLOOM today. She talks about business the way a coach talks about a season: set the system up properly, train your team properly, and the results take care of themselves. That thinking is built into BLOOM's HubSpot onboarding process, which trains clients' own staff rather than making them dependent on an agency to press the buttons.
As Director & Do'er, Lucy oversees BLOOM's CRM and HubSpot work end to end, from strategy to build, and every report, campaign and client-facing piece of work is signed off by her before it goes out the door. Her name on something means someone has genuinely checked it.
Credentials & Expertise
- Founder & Director, BLOOM Transitions
- Background in elite sport and high performance systems
- Areas of expertise: HubSpot CRM, onboarding and training, business systems strategy, client delivery oversight
Meet TinkBLOOM Transitions Brand Steward & Do'er
Tineke Madgwick is BLOOM Transitions' Brand Steward and Do'er. Close to twenty years client side before moving agency side means she knows exactly what it's like to sign off a budget and then wonder what happened to it. She leads BLOOM's SEO and Answer Engine Optimisation work, including the agency's own very public 90-day AI visibility experiment.
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Tineke Madgwick has spent close to twenty years figuring out how brands get noticed, first client-side, and now in a world where search engines talk back.
As BLOOM's Brand Steward and Do'er, Tineke leads SEO, AEO, schema and entity optimisation work. She built BLOOM's AEO capability from scratch and then tested it. (Spoiler alert: it worked.)
Before BLOOM she managed luxury and FMCG brands and teams. That client-side experience is why she has no patience for agency chat. She has sat on the other side of the table, signed off the budget, and evaluated the outcomes of what came back.
She holds credentials in SEO Strategy, AI in Marketing Practice, and Communications with a nod to PR.
She lives in Whangamatā, where the Wi-Fi is good enough to keep client rankings climbing and the beach is close enough to run her greyhounds when they do.