Annabel is a strategic marketing leader with a passion for brand building, customer excellence, and global growth. Since joining 3t in 2022, she has led the Group’s brand, marketing, and corporate communications strategy, playing a pivotal role in unifying the business under a single, connected identity and repositioning 3t as a global leader in safety-critical training.
With an Honours Degree in Business Management from Glasgow Caledonian University, and further marketing studies with the Chartered Institute of Marketing (CIM), Annabel brings a strong foundation in strategic marketing and brand development. She has held senior marketing roles internationally across the leisure travel and aviation sectors, and prior to joining 3t, led the corporate sales and marketing strategy for Scotland’s Railway.
Annabel has been instrumental in embedding the 3t brand across international markets, including the successful integration of acquisitions in the Middle East and the United States. She also leads the Group’s customer excellence strategy, ensuring that customer experience remains central to 3t’s growth story. A passionate advocate for employee engagement, Annabel champions the role of brand in connecting people, culture, and purpose across the organisation.