Sharing Scotland's stories

With fierce international competition, how does a small country like Scotland get itself noticed and make a name for itself? Through collaboration, agility, and the ability to be bold. In this talk, Cat shares her experience working across national organisations to share Scotland's stories with the world. 

Cat is a strategic marketing leader with experience across traditional and digital channels, complex stakeholder management and a track record of delivering results in both agency and client-side environments. She heads up global brand for VisitScotland and holds a non-executive board position for CodeClan - Scotland's national digital skills academy - and an advisory board positions for City Nation Place.

In 2018, Cat was brought in to lead on the exciting cross-agency initiative Brand Scotland, setting out a bold new strategy for Scotland and to work across national organisations to establish a team of talent, a digital infrastructure and a platform which set out to build Scotland’s international profile and reputation as a choice destination in which to live, work, study, visit and do business. Over the past few years, this team has delivered the award-winning Scotland Is Now platform, establishing Scotland as one of the top five most admired place brands in the world by the Anholt-Ipsos City Nation Place survey in April 2020.

Formerly, heading up strategy and marketing at After Digital for seven years, Cat led teams in offices across the UK working with prestigious clients EDF Energy, the BBC, Deliveroo, Macdonald Hotels, Chase Distillery and London Philharmonic Orchestra. She is one of five who ran TEDxGlasgow (a non-profit organisation in Scotland), building it to the most established TEDx organisation in Europe, and coordinating a yearly conference that brought world-class speakers to the stage. In 2018, they welcomed over 4,400 attendees to the SEC Armadillo in Glasgow over two day-long events, hosted the first TEDxYouth event in Scotland and achieved over 10 million views of their talks online.

The webinar is kindly hosted by CIM Scotland and lasts approximately 40-45 minutes inclusive of a Q&A session after the presentation.