About Glow & Grow Marketing
Glow & Grow Marketing is founded by Claire Castanié, a senior marketing strategist and cultural connector with over 20 years’ experience working across consumer brands and cultural organisations.
My work sits at the intersection of brand, culture, and commerce — helping businesses build focus, relevance, and clarity before activity begins.
About Me
I’m Claire Castanié, a senior marketing strategist with over 20 years’ experience working across brand, partnerships, and communications.
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I’ve spent my career helping businesses grow with intention - from premium and luxury consumer brands in whisky, hospitality, and lifestyle, to founder-led and professional services businesses navigating moments of change, growth, or refocus.
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Across all of it, the work has always come back to the same principle: clarity first. Understanding what a business stands for, who it’s for, and how it wants to show up - culturally as well as commercially - before deciding what to do next.
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Over time, this has also meant building a trusted international network across fashion, beauty, hospitality, drinks, arts, and design - relationships that continue to shape how I think, who I collaborate with, and what’s possible for the brands I work with.
A cultural connector
Over the past two decades, my work has sat at the intersection of brand, culture, and commerce. I’ve worked closely with global consumer brands, cultural organisations, and creative partners - collaborating with designers, curators, filmmakers, artists, architects, actors, musicians, producers, Michelin chefs, and brand leaders along the way.
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Cultural curiosity, fluency, and judgement aren’t things you can simply learn from a framework. They come from experience, instinct, and time spent in the room - seeing how relevance is earned, how trust is built, and how ideas move from conversation into reality.
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That instinct allows me to read cultural context, but it’s only the starting point. The real value comes from knowing how to translate that perspective into clear decisions, strong positioning, and focused action - so culture becomes intentional and credible, not accidental or performative.
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I’m often brought in as a connector: someone who can bridge strategy and creativity, commercial goals and cultural relevance, and bring the right people together at the right moment.
Proximity to culture
Much of my work happens quietly, behind the scenes.
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Over the years, I’ve built a deep, trusted network across fashion, beauty, hospitality, drinks, arts, and design - from creatives and makers to cultural institutions, producers, and brand leaders.
These relationships aren’t transactional. They’re built on shared standards, mutual respect, and having done good work together over time.
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That proximity matters. It means ideas can move quickly, introductions are thoughtful, collaborations feel credible, and cultural relevance is shaped deliberately rather than retrofitted.
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This is where cultural awareness becomes cultural advantage.
In good company
The Dalmore Single Malt Whisky in Collaboration with Massimo Bottura
The Dalmore Single Malt Whisky revealed its Luminary No.3 Limited Edition at the 2026 Venice Biennale, in partnership with V&A Dundee and British Council
The Big Beach Ball | A small music festival with big ambition - bringing big name DJs and musicians together with exciting cultural partners
The Dalmore Single Malt Whisky in Collaboration with Massimo Bottura
My experience
My experience spans global consumer brands, premium and luxury sectors, and cultural institutions - often working at moments where brand, creativity, and commercial ambition meet. The common thread has always been collaboration: working closely with founders, leadership teams, and creative partners to shape strategy, partnerships, and campaigns that feel both relevant and grounded.
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I’ve worked with brands and organisations including The Dalmore Single Malt, Jura Whisky, Aperol, Campari, V&A Dundee, British Council, Venice Biennale, Netflix, National Geographic, Bestival, Sotheby's, British Film Institute - alongside a wide network of creative, production, and cultural partners across film, television, design, and live experiences.
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My experience includes:
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Brand strategy and positioning for global and founder-led consumer brands
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Cultural partnerships and collaborations with institutions and creative organisations
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Campaign development across digital, experiential, and content-led platforms
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Working closely with founders and senior leadership teams during periods of growth or change
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How this shows up in my work
I believe good marketing starts with clarity - clear goals, clear priorities, and confident decision-making.
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My role is to help businesses step back, simplify their thinking, and put strong foundations in place. That means aligning marketing activity to what the business is actually trying to achieve, and ensuring brand positioning, audiences, and channels are clearly defined before momentum builds.
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I bring a combination of cultural fluency and practical business thinking. Ideas are shaped with context and judgement, not trends or assumptions. Activity is purposeful, not performative. The aim is always to create focus - so marketing becomes a useful, sustainable tool rather than a source of noise or pressure.
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In practice, I’m calm, direct, and collaborative. I don’t believe in jargon, over-complication, or marketing for the sake of it. I do believe in good judgement, thoughtful challenge, and work that earns its place in a business.
How I work
My approach combines cultural fluency with business thinking.
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Before activity begins, we establish clear business foundations - goals, audiences, positioning, priorities, and channels. From there, cultural relevance can be nurtured and focused with intention, rather than left to chance.
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Where it’s helpful, I can also draw on a trusted network of cultural and creative partners - shaping collaborations, making considered introductions, and helping ideas come to life in ways that feel aligned, credible, and commercially sound.
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The aim is always the same: marketing that feels focused, purposeful, and genuinely useful - supporting long-term growth without noise or burnout.
