Layzell-Payne, whose career spans the music and hospitality industries, will lead an office that offers marketing services across the UK and Europe, while supporting European brands expanding into the United States. Becca Europe will also assist US restaurant groups looking to engage in London, Paris and other key cities.
Becca opens European HQ with Tanya-Layzell Payne at the helm
Enterprising restaurant groups now operate on a global scale. To help these brands meet their expansive ambitions, Becca established its European headquarters in London this fall. The agency named marketing veteran Tanya Layzell-Payne as managing director, Becca Europe.
“The strategic opportunity for UK and European brands lies in breaking into the U.S., one of the world’s most valuable and diverse markets,” says Layzell-Payne. “With Becca’s U.S.-based advisory, we offer tailored strategies that navigate the complexities of multiple U.S. markets, ensuring each brand’s cuisine, culture, and story resonate with American audiences while preserving their UK origins.”
Layzell-Payne’s career began in New York in the publicity department at London Records, where she managed campaigns for artists such as Paul Oakenfold, Pet Shop Boys, Orbital, Pete Tong, and Boy George. After nearly a decade in music, she shifted to hospitality, launching Gerber Communications in 2009, a London-based marketing agency specializing in the hospitality and lifestyle sectors. “Food became the new rock ‘n’ roll for me,” she explains.
Gerber Communications played a key role in the growth of UK restaurant brands such as JKS Restaurants, Caravan, Big Mamma, KOL, Byron, and Polpo. Layzell-Payne’s strategic and creative campaigns helped establish these businesses as household names, earning her a reputation for driving brand success.
Becca Parrish points out that one of the biggest challenges for UK brands entering the U.S. market is understanding the nuances of American consumers. “Tanya and her team at Becca Europe excel at crafting narratives that captivate audiences and lead to success in both markets. We are well-positioned to help brands thrive on both sides of the Atlantic.”
In 2024, Becca partnered with Prosek, a women-owned marketing agency in the financial sector. By joining forces, the two game-changing firms are defining what’s next for a broader range of clients, connecting culture and capital worldwide.
