Kat joined AAR at the turn of the millennium and has spent more than 25 years helping shape the company’s marketing, communications and brand strategy during a period of significant change across the marketing industry.
Over that time, she has witnessed first-hand the transformation of the marketing landscape, from the evolution of agency models and marketing operating structures to the rapid acceleration of technology, data, digital channels and customer expectations. Her role is to ensure AAR’s marketing, communications and brand positioning continue to reflect the changing needs of CMOs, marketing leaders and agencies in an increasingly complex and fast-moving marketplace.
She has played an important role in supporting AAR’s evolution from the world’s first pitch consultancy to a business recognised for its expertise in marketing operating models, agency ecosystems and organisational design. She led the production and delivery of AAR’s 2025 report, The Evolution of the Marketing Operating Model, followed by the 2026 ReModel: Tales of Marketing Transformation series, both of which explored how modern marketing organisations are adapting their structures, capabilities and agency relationships to drive greater effectiveness and agility. She also oversaw the development and launch of AAR’s new website in 2026, designed to reflect the evolution of AAR’s offer and its growing focus on helping marketing organisations navigate complexity through operating models, agency ecosystems and organisational design.
Alongside leading AAR’s marketing strategy, Kat oversees thought leadership, research and insight programmes, product collateral, digital campaigns, newsletters and AAR’s twice-yearly magazine, Pulse. She works closely with AAR’s digital and creative partners to ensure the business maintains a distinctive voice, strong visual identity and consistent market presence across every touchpoint.
Kat also manages AAR Events for both brand owners and agencies, including the company’s long-running Seminar programme and flagship industry gatherings. After 25 years at AAR, she is also still the person to speak to if the wine or canapés at the Agency Christmas Party aren’t quite up to standard.
