Crafting a Modern Business

Catriona Marshall, CEO of Hobbycraft explains how she’s used digital, data and team development to modernise the business

Hear how Hobbycraft has:

• Built an award-winning website for £250,000 against a current on-line turnover of £10 million

• Used data to understand the customer, including its three best hypothetical shoppers − Jean, Emma and Sam

• Saved £10 million on a TV advertising campaign by using social media instead

• Developed and engaged its workforce so that it’s equipped for the journey

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