[en] 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 polarized branes, and from a gravitating charged Fermi gas. We also identify general features of renormalization group flow in Lifshitz theories, such as the appearance of relevant charge-charge interactions when z (ge) 2. We outline a program to extend this model building approach to other anomalous observables of interest such as the Hall conductivity.