about us

amy odene

Managing Director

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

Head of Creative

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.

lily chamberlain

Digital Ads Specialist

Lily (she/they) has eight years' experience in non-profit digital marketing, and five years' experience in effective animal advocacy.

In that time, they have led campaigns across multiple continents and secured transformative campaigning and fundraising wins.

In addition to their work with Campaigns Lab, they run the Google Ads Grant programme at Good Impressions, run marketing programmes for Sinergia Animal and take on additional clients as a freelancer. 

angelina dobler

Project Manager

Angelina is an experienced project manager and campaigner with a strong background in advocacy and strategic planning. Over the years, Angelina has worked on high-profile campaigns, ranging from national votes (e.g. the vote to abolish animal factory farming in Switzerland) and grassroots initiatives to corporate campaigns challenging the capitalist status quo.

In addition to coordinating impactful campaigns, Angelina has volunteered directly with animal advocacy organizations such as Sentience Politics or Tier im Fokus. 

In her free time Angelina enjoys all things to do with animals and the ocean. 

Ruby le galle

Head of Accountability Campaigns

Ruby has 10 years of experience with communications, marketing and campaigning in non-profit and commercial environments.

Driven by pressing global issues, she has worked for several animal welfare organisations on diverse projects from corporate campaigning to international policy initiatives. With a strong focus on strategy and an impact-driven approach, she is passionate about securing change for animals.