Cat Leaver has been handed responsibility for overseeing a new marketing strategy for Scotland after being appointed as project director of Brand Scotland, hot on the heels of the launch of Scotland is Now.
Assuming her new role on 3 July Leaver will coordinate marketing activity by VisitScotland, Scottish Development International and the Scottish Government internationally; including responsibility for managing digital infrastructure and talent.
Leaver currently serves as head of strategy at After Digital managing both its marketing and digital marketing teams as well as co-leading its digital transformation consulting.
Leaver said: “We’re witnessing growing visitor numbers and investment, have world class education and research, are globally renowned for our creative industries and are primed to become a global tech hub. But we’re also facing increasing international competition. Scotland is Now will share our whole story with the rest of the world, communicating both our unique heritage and our progressive, pioneering vision for the future.”
Scotland is Now launched last month to champion Scotland's 'openness' to international ideas, people and markets.