Claire Astbury appointed as Chief Marketing Officer

Create Better Group are pleased to announce the appointment of Claire Astbury to the newly created position of Chief Marketing Officer. Claire will be working closely with Co-CEOs, Daniel White and Gary Quinn, to deliver a best-in-class, omni-channel Marketing Strategy and build out a solid marketing function to further develop the innovative and dynamic approach that saw the company achieve record results in 2020.

Claire joins Create Better Group from Ideal Shopping Direct Ltd, the UK’s leading multi-channel home shopping retailer, where she spent three years driving the development of digital marketing across Ideal Shopping Direct’s two flagship brands, Create and Craft and Ideal World, helping to diversify from their traditional home-shopping roots. The digital transformation project, which saw the growth of Paid search, Google Shopping, Social media, and affiliate channels, and the implementation of a new audience strategy, helped the business to achieve £6.5m profit, 30% ahead of the £5m predicted for FY 2019, with the base growing by 20,000 new customers on the Create and Craft brand.
As Head of Acquisition, Claire helped the business to successfully navigate the challenging UK retail environment by taking a digitally-centric approach ahead of the Covid-19 crisis. Claire was also instrumental in the signing of household name, Keith Lemon, as digital ambassador for Create and Craft.

Prior to moving into retail, Claire spent six years working in publishing, firstly at multi-media company, Johnston Press, as Group Enterprise Manager, before moving to Bauer Media where she project managed multichannel marketing campaigns for many well-known household brands.

Claire is an experienced digital leader with a passion for data-driven marketing and her experience with full-funnel campaigns, and audience strategy make her a valuable new member of the Create Better team.