Brand & Stakeholder Specialist
Strategic marketing, partnerships and stakeholder engagement, shaped by 25 years in luxury hospitality and a lifelong love of a good conversation.
About me
The years have taught me that you're a far better talker once you learn to listen.
Growing up, I was always told I talked too much. Friends, parents, teachers: everyone agreed I was a bit of a blether. After a quarter of a century in luxury hospitality, that love of communicating has turned out to be my greatest asset.
I'm energised by people. Some of my favourite moments have come from getting to really know someone, whether that's a new client, a member of the grassroots team or a fellow senior leader. That curiosity has built lasting partnerships with luxury brands in aviation, jewellery and motoring, as well as high-net-worth families, design and PR agencies, photographers, publishers, tour operators, sporting professionals and models.
I'm a critical thinker with a knack for hearing every side of an argument, then steering the conversation towards resolution and fresh ideas. I'm loyal to the people and ideas I believe in, and I'm straight-talking: I like clear objectives, and if you want an honest opinion, you'll always get one.
I'm also an adoptive mum of three, which keeps everything in perspective. Don't sweat the small stuff, enjoy what you do, and remember that nothing matters more than family.
What I do
Through Claire L Bruce Consulting, I offer strategic input to businesses, community organisations and public bodies, especially those who need people to pull in the same direction.
Building and protecting premium brands, from strategic plans and campaigns to PR, collateral, photography and publishing.
Creating cross-brand alliances that put each partner in front of the right audience, with the trust and exclusivity intact.
Bringing together businesses, government, communities and investors, and keeping everyone moving towards a shared goal.
Planning and hosting high-profile events, from ministerial visits to client experiences, with the right people in the room.
Mapping exercises and strategic reports that turn local insight into evidence decision-makers can act on.
Launching new organisations and supporting the people who lead them, with practical guidance and ongoing mentorship.
Selected work
A few highlights since founding Claire L Bruce Consulting in December 2023.
Project-managed events with Deputy First Minister Kate Forbes MSP and Michael Matheson MSP, bringing leaders from tourism and renewable energy together to advance a £10m investment plan for Highland tourism.
Carried out research for HUB North and delivered a strategic report and mapping exercise to the Scottish Government's Permanent Secretary.
Led the launch of the BID, engaging more than 200 local businesses across every sector to shape a long-term commercial plan that benefits all members. I continue as a board director, mentoring the BID Manager and supporting their professional development.
Experience
Dec 2023 – Present
Claire L Bruce Consulting · Dornoch
Strategic business input for clients across tourism, community development and the public sector.
Apr 2019 – Jul 2023
The Carnegie Club at Skibo Castle
Created and delivered the club's strategic marketing plan across membership acquisition, room sales and incremental revenue. Led internal and external communications, the marketing and membership teams, luxury brand alliances and the marketing budget, as well as standalone projects including the club's Covid-19 response and a staff recruitment drive.
Dec 2015 – Apr 2019
The Carnegie Club at Skibo Castle
Led a strategic approach to recruitment and retention, growing membership year on year with more applications and fewer resignations.
2005 – Dec 2015
The Carnegie Club at Skibo Castle
Developed The Carnegie Club brand and promoted membership to high-net-worth individuals. Built cross-brand marketing partnerships, managed PR agencies, websites and social media, art-directed photo shoots, and oversaw the club's annual 84-page lifestyle magazine, including selling its advertising.
Education
MA (Hons) English and Sociology, 1995 – 1999
Beyond work
Giving time and experience to organisations that strengthen the Highland community.
Contact
Whether you have a project in mind, a partnership to explore or just want to swap ideas, I'd love to hear from you.