Head of Strategy & Insight, Scottish Government
Pauline joined the Scottish Government Marketing Unit in 2009 and was Head of Greener Marketing for nearly 7 years, delivering social marketing campaigns to help Scotland to reach its Climate Change targets.
In 2016 Pauline established the Strategy and Insight Team. An innovative new function, it provides strategic direction and clear, actionable, insight to develop the most effective Scottish Government communications for audiences, saying and doing the right things, in the right way and at the right time, maximising reach, impact, efficacy and return on investment.
As Head of Strategy & Insight, Pauline has most recently led the development of a new parental audience social marketing strategy and Scottish Government’s first unified comms plan.
Pauline also spent many years working in Scottish advertising agencies with brands such as Baxters, Miller Homes, Heineken and a number of public sector clients including Road Safety Scotland and Historic Scotland. Her passion has always been influencing behaviours for the greater social good and at the Scottish Government she has had the opportunity to work towards helping to improve lives.
She currently sits on the Marketing Society Scotland council and is a mentor to a number of university students and young marketers.