Interview with Cate Nelson‑Shaw

Marketing Director, Remarkable

Cate is the Marketing Director of Remarkable where she leads the strategic direction of the marketing function; and as a member of the Senior Leadership Team she also leads the strategic direction of the organisation. As well as serving on the Advisory Board for the Marketing Society Scotland, Cate's Non-Executive portfolio includes Board Member for Creative Scotland, Board Member for Dance Base and Member of the Strategic Communications Committee for Changing the ChemistryShe began her career with The Boots Company PLC on their Graduate Programme and has since worked both as a client in entrepreneurial start ups, family companies and everything in between and in agencies directing client accounts. In 2013 she founded her own marketing consultancy, Yellowbookspecialising in working with dynamic and ambitious SMEs running this for four years before taking up the role at Remarkable. Cate has a Chartered Postgraduate Diploma in Marketing from the Chartered Institute of Marketing. She lives in Edinburgh with her husband and children; and enjoys arts, creativity, books, sports and travel.

What have been the key highlights of your career so far? 

Securing a place on The Boots Company Graduate Programme when l left university – 11,000 applications, 70 graduate jobs and I got one of them. Founding and running my own business – I never thought I would be brave enough to do it. Developing my portfolio of Non-Executive roles – I’ve been appointed to some amazing and influential organisations that are really making a tangible difference to public life; and finally my current role at Remarkable, where not only am I focussed on Marketing I am influential in setting and leading the strategic direction of the company overall.

Who are your biggest inspirations in our industry? 

The un-noticed and un-sung marketers in SMEs flying under the radar, who work alone or with very small teams, often with tiny budgets – yet who manage to achieve great things. Often they are the most creative, in all senses of the word

What is your favourite marketing campaign ever? 

The Irn Bru Snowman TV advert – genius and an absolute classic, love it!

What marketing trends will you be focusing on over the next year or so? 

Inbound marketing to reach new audiences, turning customers into influencers and promoters, content marketing, video, personalisation

What advice would you give to someone starting their career in marketing? 

Be proactive and create your own opportunities. Network. Be brave. Have fun!

Twitter @catenelsonshaw