Unchartered Territory Appoints Lucy Thomas as CEO to Lead Global Growth from UAE

Global brand building agency Unchartered Territory has appointed Lucy Thomas as its CEO (Commander & Chief), signalling the next phase of growth for the fast-rising firm founded by former Liquid Death International executives Oli Russell-Cowan and Ben Dando. 

Based in the UAE, Lucy is a seasoned FMCG strategist with over 15 years experience scaling global food and beverage brands. From Beyond Meat to Tony’s Chocolonely, she has worked with some of the world’s most ambitious disruptors, bringing the firepower to take brands worldwide with confidence and purpose. 

Founded in April 2025, Unchartered Territory has already partnered with culture-forward brands including Drip Water, G Spot Drinks, ALBA, Mayah & Shnack. The agency positions itself as a launchpad for ambitious brands in FMCG, wellness and lifestyle, specialising in international expansion, brand development, lifestyle marketing and strategic advisory. 

Oli Russell-Cowan, Co-Founder, said “Lucy joining as CEO is a massive moment for Unchartered. She’s the real deal, combining sharp strategy with operational grit and a global perspective. With her leading we’re doubling down on our mission to build the world’s most ambitious brands.” 

Lucy Thomas, CEO (Commander & Chief), said “Unchartered Territory is already making waves and what Ben and Oli have built so far is truly unique: super creative, globally connected and with a real cultural lens. To join as CEO and expand the crew from the UAE was an opportunity I couldn’t resist.” 

With Lucy’s appointment as CEO, Unchartered Territory strengthens its global presence and sets its sights on the next chapter, helping founders, creators and innovators navigate unchartered waters and turn ambition into results.

About Unchartered Territory

Unchartered Territory is a trusted global brand building agency specialising in strategic advisory, culture-first brand building and international market expansion.Whether you're charting a new course into unchartered waters or scaling an existing brand, we help you navigate every step. We partner with ambitious consumer brands to unlock new opportunities, build brand equity and grow valuation with a focus on strategic expansion.