Cat Leaver

An ever curious strategic leader with experience across traditional and digital channels, complex stakeholder and change management, and a track record of delivering results in both agency and client-side environments.

Ambassador for PPWH. Held a non-executive board position for CodeClan - Scotland's national digital skills academy - and sat on the advisory board for both City Nation Place and Marketing Society of Scotland.

Before moving into the role of Director Strategy & Competitive Intelligence, I led the Brand & Global Marketing Department within VisitScotland, responsible for the planning, development and delivery of our global brand, creative, multimedia, partnership marketing and international campaign activity, supporting the business in growing the value of Scotland's visitor economy.

In 2018, I entered the public sector to lead on the first-of-its-kind cross-agency initiative Brand Scotland. Brand Scotland set out a bold new strategy for Scotland and I worked across national organisations to establish a team of talent, a digital infrastructure and a platform to build Scotland’s international profile and reputation as a choice destination in which to live, work, study, visit and do business. In just two years, this team delivered the award-winning Scotland Is Now platform, establishing Scotland as one of the top five most admired place brands in the world (Anholt-Ipsos City Nation Place Survey, April 2020) and delivered the most performant activity to date including our EU 'Scotland is Open' campaign.

Formerly, I oversaw all strategy and marketing at award-winning agency After Digital for 7 years. I managed teams across 3 UK offices working with clients like EDF Energy, BBC, Deliveroo, Macdonald Hotels, Chase Distillery and London Philharmonic Orchestra.

Until 2019, I was part of the leadership team running TEDxGlasgow, promoting and coordinating a major annual event and programme of talks. In 2018, we 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 global views of our talks online. We won Event of the Year 2017 at The Icon Awards, in recognition of the diversity and quality of our programme.

Honoured to have been named Inspirational Marketing Leader 2021 by the Marketing Society of Scotland, listed in Women in Tourism's Top 100 list for 2020, the BIMA 100 list in 2019 for CMO/Marketing Director and received the Inspiring City Awards 2017 award for Outstanding Contribution by a Young Business Leader.