Canty is a highly capable young marketer – indeed, her mentor, Rich Lawrence, trusted her, at just 25 years of age, to take charge of the ‘crown jewels’ of the business. The Weetabix Original brand is worth more than £100m and pivotal to the success and profits of the company.
Canty’s defining feature is her talent for crunching the numbers and then gleaning from them compelling, relatable insights that galvanise the entire business.
She did this to great effect when leading the brand’s ‘Weetabuddies’ integrated campaign targeting children, which achieved results far in excess of expectations: brand desire hit its highest recorded level, 1.5m people watched the campaign on YouTube and the variant has achieved 14% growth year on year.
As she puts it: "Having done an economics degree, I find comfort in the numbers – quantifying ROI or strategy – but marketing is not just a science, and it’s important to trust your instincts.
I enjoy throwing science out of the window when you find a piece of work that makes you feel something, a good feeling in the gut, which makes you see potential and build that collaboratively with agency partners
I enjoy throwing science out of the window when you find a piece of work that makes you feel something, a good feeling in the gut, which makes you see potential and build that collaboratively with agency partners."
Another of her core strengths is her ability to relate
to different types of people, whether it’s the chief executive, factory employees or key retailers. "As I’ve grown in my career, I’ve definitely learned to pick up on different styles of operating. Not everyone likes to receive information in the same way," she says.
This rising star is a hard worker who has her sights set on a marketing director role by her early 30s. She’s formulating clear goals to get there, already planning her secondment into the sales team to ensure that she develops crucial commercial skills to show she’s a "well-rounded marketer".
Canty plays hard, too, passionate about "keeping a fulfilled life outside work so you can bring creativity, energy and real-world grounding" to the brand.
Her top tip on targeting millennials? "Having a human conversation can seem a bit vulnerable or unprofessional, but it’s really important for brands to build that relationship and emotional connection, which can drive great loyalty."
"Claire’s real strength is bringing people with her by building and leveraging compelling, data-driven recommendations, which she delivers with genuine passion.
But she’s not an accountant in marketer’s clothing; she also has a great passion for creativity.
It’s the combination of these two sides that makes her such a powerful marketer and is why we love her. Every meeting she goes into, she will know her brief inside-out and believe in what she is saying.
Some marketers are very inspira-tional on the surface, but poke them and their case crumbles. Claire is genuinely inspirational. We are so proud of her."