“Knowledge is improving all the time, but many companies are still not optimising digital channels to communicate effectively,” she says. “There is still a tendency among some companies to try and be all things to all people, spreading a message too widely and forgetting who their target audience is. I’m interested in how personalised marketing and communication and visual messaging via social media, among other channels, can really help companies tell their stories effectively – but the message needs to be the right tone for the audience and not just preaching to the converted."

“Similarly, if we produce a report following an in-depth study, it’s important that the key messages don’t just get filed or stuck in an inbox but disseminated effectively. I’m looking forward to helping our clients in this respect."

“Learning about the forest industry has been an eye-opener - in a good way. I’ve been surprised by the level of technical sophistication, innovation and sustainability of this industry. It’s a sector with so many good stories to tell and so much potential to make an impact on the circular economy. It’s an exciting time to be joining the team.”