As Cath Kidston’s first marketing director, Sue Chidler has been in charge of the lifestyle brand’s strategy since 2013 and has overseen sales growth of 10% to £116m, with profit up 19% to £25m. Her board-level experience has helped the company secure private equity funding and open flagship stores in London and Shanghai. Chidler says her biggest challenge is “nurturing the Cath Kidston brand as we grow from being a teenager to adulthood. I want to ensure that all the charm that helped make the brand what it is can be retained as we transform to a truly international brand. Often companies struggle with this.”
Lightbulb moment: "Relating to consumers as real people rather than targets or demographics made producing engaging work far easier."