We initiate a holographic model building approach to `strange metallic'
phenomenology. Our model couples a neutral Lifshitz-invariant quantum critical
theory, dual to a bulk gravitational background, to a finite density of gapped
probe charge carriers, dually described by D-branes. In the physical regime of
temperature much lower than the charge density and gap, we exhibit anomalous
scalings of the temperature and frequency dependent conductivity. Choosing the
dynamical critical exponent z appropriately we can match the non-Fermi liquid
scalings, such as linear resistivity, observed in strange metal regimes. As
part of our investigation we outline three distinct string theory realizations
of Lifshitz geometries: from F theory, from polarised branes, and from a
gravitating charged Fermi gas. We also identify general features of
renormalisation group flow in Lifshitz theories, such as the appearance of
relevant charge-charge interactions when z≥2. We outline a program to
extend this model building approach to other anomalous observables of interest
such as the Hall conductivity.Comment: 71 pages, 8 figure