Aileen Margaret Caskie

I’m a Chartered Marketer with more than 30 years’ experience across marketing, brand, communications, engagement and partnerships, and over 20 years as a senior leader. I’ve worked with scale-ups, SMEs and regulated organisations, from financial to creative services, energy to charities and membership bodies, across both public and private environments. Much of my career has been spent in interim leadership roles, so I’ve worked inside a far wider variety of environments, business models and markets than most people encounter in a single career. I adapt quickly to different cultures and ways of working, building the relationships and understanding I need to become effective from the outset. Interim leadership is about much more than filling a gap. I’m usually brought in when an organisation needs to redefine its approach, whether in response to growth, investment, changing customer expectations, new technology or transformation already under way. I get to the nub of what’s needed quickly, ask the right questions and challenge assumptions, while building the trust needed to take people with me. For me, everything starts with people. Transformation only sticks when customers, colleagues and stakeholders understand where the organisation is heading – and why. Over more than 20 years in senior leadership, interim and contract roles, I’ve led everything from brand and proposition development to function redesign, service launches and technology-enabled transformation. I connect the dots between people, customers, insight, brand and technology rather than treating marketing as an isolated function, and lead from strategy through to delivery. 🚀 Reset marketing direction when priorities, markets or customer needs have shifted 🚀 Define positioning and propositions so people understand the value a brand offers 🚀 Build and reshape marketing and engagement functions, including teams, roles, processes and technology 🚀 Improve how people work together, removing barriers to delivery and making ownership clearer I’m analytical by nature and quick to grasp unfamiliar concepts, products and technologies. I combine critical analysis with creativity, flexibility and sound judgement to make decisions, set priorities and maintain momentum when the way forward isn’t immediately obvious. My leadership style is direct and engaging. I build trust quickly and combine high standards with kindness, developing people so they feel valued and respected while providing the direction needed to deliver change. Having spent over 17 years working in the buzz of cosmopolitan London, I’ve also lived and worked in France, speak excellent French, and have lived and worked in the UAE. I operate confidently across a rainbow of communities and cultures – corporate or otherwise.