Donna’s role at Offbeat centres around helping organisations understand how they are perceived and where communication is failing to connect.
With a background spanning shopping centres, property and facilities management, Donna has spent much of her career working within the built environment sector, developing marketing strategies that help businesses communicate more clearly and position themselves more effectively.
Her experience includes working across both in-house and consultancy environments, giving her a strong understanding of how organisations operate internally, how decisions are made, and where marketing often becomes disconnected from commercial goals.
A large part of Donna’s work involves identifying the gap between what a business believes its value is, and what its audience actually cares about.
Often organisations are communicating too many things at once, across multiple channels, without a clear narrative connecting them. Donna’s approach is to step back, simplify that complexity, and focus on what really matters to the audience they are trying to reach.
That usually starts with asking difficult questions and looking at the wider picture before deciding what activity is actually needed.
Donna naturally approaches problems from a strategic perspective.
She enjoys working with businesses that feel stuck or disconnected, particularly where effort is being made but results are not following. In many cases, the issue is not a lack of activity, but a lack of alignment between messaging, audience and delivery.
Her role is often to bring those elements together into a more structured and commercially focused approach.
At Offbeat, Donna works closely with the wider team across digital, PR, content and social to ensure marketing activity works as a connected system rather than a series of separate tasks.
A key part of her role is helping clients understand not just what they want to say, but what their audience actually needs to hear.
Outside of work, Donna spends a lot of time training, teaching fitness classes and staying active. All of this around a full household full of children and dogs.
She also meditates regularly and values having balance outside of work, particularly in an industry that can often feel fast-moving and reactive.
And despite what most people assume when they first meet her, she is in fact Scottish.
