Ri5 profile: Danni-Lea Layne, Local World

Ri5 profile: Danni-Lea Layne, Local World


Danni-Lea Layne is national recruitment group head at Local World. Since joining the Local World team in 2011 Danni has managed key revenue streams and client relationships, working directly with clients and agencies to provide print and digital solutions that meet their needs.

How did you first get into the industry?

I’d been working in mobile phone sales for a few years. I’m quite lucky that I’ve always had a job I enjoyed, and although I was in no rush to leave, looking back I was definitely in need of a new challenge: I saw an advert in the Metro for media sales executives, I applied and the rest is history.

What was your first job in rec comms?

Recruitment sales executive at Northcliffe Media.

Accident or design?

Accident! I was actually looking for a job for a friend when I came across the role at Northcliffe.

Would you do the same again?


What would you do if you didn’t do this?

Honestly, I can’t really imagine not being in this industry. I studied Graphics at college so maybe something in the creative side of advertising.

Proudest achievements?

My proudest personal achievement would have to be my son, it sounds soppy but he is definitely the best thing that has ever happened to me.

My proudest professional achievement is my most recent promotion to national recruitment group head.

Top professional influence?

I’ve had the pleasure of working with some really knowledgeable and inspirational people. The first person that comes to mind is Sharon Webber, head of talent at Metro. She was the first person I met in the industry and I instantly looked up to her.

In more recent times I would have to say Damien Tidd, Local World national sales director, who among other valuable things has taught me exactly the right time to swear for maximum effect! I also work with a great team of managers, who have taught me so much since I got promoted so it wouldn’t be right to not mention Mike, Trev and Simon, but especially Simon.

Favorite industry colleague and why?

A tough one but Probably Barry Gasson, commercial manager at TMP Worldwide - quite possibly the best person I’ve had the pleasure of working with on the agency side of things.

Why we love online social media?

You’re never out of the loop - it’s near impossible to miss a birthday and you always get the best gossip.

Why we hate online social media?

People are always tagging you in unflattering pictures!

Favorite recruitment ad and why?

TMP Worldwide’s ‘Do it for Daniel’ for Coventry City Council would have to be one the best campaigns I’ve seen; the message is really powerful.

Favourite non-recruitment ad?

Sainsbury’s 2014 Christmas WW1 TV advert was pretty epic.

Favourite author / composer / film director / artist?

Maya Angelou / Drake / Quentin Tarantino / Barbara Hepworth

One work by each of the above?

Maya Angelou - Phenomenal Woman

Drake - Connect

Quentin Tarantino – Django Unchained

Barbara Hepworth - Pelagos 1946

Perfect weekend?

Sunshine, good food, good company and an alcoholic beverage, preferably down by the river.

Best restaurant for:

Business: Granger & Co, Nice atmosphere and they do a mean chicken schnitzel.

Enjoying with friends: The Castle in Tooting Broadway, great food and they have a hilarious quiz on a Wednesday night.

Romance: Fenchurch at the London Sky Garden - amazing views any time of day and they serve great oysters.

Guests for the perfect dinner party?

Jimmy Carr and Kevin Hart as they will provide a good amount of banter, Brian Cox to add a bit of intelligence - and then Katy Hopkins as it’s always good to have someone to take the piss out of!

Something or someone for Room 101?

People that stand in the way of the door when you’re trying to board a train.

Looking forward to?

My family holiday the end of the year!

Fondest memory?

My son’s first steps.

Favourite sport (participant)?


Favourite sport (spectator)?


Sporting hero?

Thierry Henry.

Holiday – sun / sea, ski, safari, or culture?

Has to be a sunny beach holiday.

Any brushes with fame?

Richard Blackwood (EastEnders) goes to my gym, and I once met David Cameron.

What single fact would surprise people the most about you?

Most people are shocked when they find out I’m 24.

Thursday, 13 August 2015

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