Executive Summary
Bronwen Foster-Butler is the Chief Marketing Officer (CMO) at Finisterre, based in London, England, United Kingdom. With more than 15 years in brand leadership across fashion, retail, and lifestyle sectors, Bronwen is renowned for her results-driven, digital-first marketing expertise and her influential role in sustainable, mission-led brands.
Current Position
Chief Marketing Officer, Finisterre (September 2022–Present)
Finisterre is a UK-based B-Corp apparel brand specializing in sustainable, ocean-friendly clothing for cold-water environments.
In her current position, Bronwen leads Finisterre’s comprehensive marketing strategy, including:
- Brand development and repositioning.
- Digital channel expansion and optimization.
- Consumer engagement initiatives.
- Team leadership and cross-functional collaboration with product, retail, and digital departments.
Key Achievements:
- Implemented data-driven marketing strategies, resulting in a 25% increase in online sales and a 35% boost in customer retention within the first year.
- Accelerated Finisterre’s digital expansion and e-commerce performance.
- Spearheaded marketing campaigns with a strong focus on sustainability and female representation.
- Advocated for courageous, high-visibility marketing during economically volatile periods, emphasizing long-term brand value.
Career Background
Previous Senior Roles:
- Chief Marketing Officer, VOYLOK
Orchestrated a brand transformation, achieving a 40% increase in brand awareness and a 30% growth in e-commerce revenue.
- Led sustainability-driven marketing, positioned VOYLOK as a leading eco-conscious boot brand.
- Marketing Director, PANGAIA
Directed the launch of a DTC channel and drove a 50% increase in online sales.
- Regional Marketing – lululemon athletica (EMEA)
- Brand Management, Burberry
- Global Account Management, JWT
Notable Professional Impact:
- Consistently demonstrates expertise in brand strategy, integrated digital campaigns, and customer experience optimization.
- Repeatedly delivers tangible improvements in market share, brand equity, and e-commerce metrics.
Core Competencies
- Brand Strategy & Positioning: Develops and executes multi-market brand architectures that resonate with values-driven consumers.
- Digital Marketing & E-commerce: Specializes in omnichannel campaigns, performance analytics, and conversion-rate optimization.
- Sustainable Business Practices: Frames sustainability as a central tenet of brand messaging and product offering, especially within outdoor and fashion sectors.
- Team Leadership: Recognized for cultivating creative, high-performing marketing teams and driving effective cross-departmental collaboration.
- Data-Driven Decision Making: Employs analytics to inform campaign design, targeting, and performance improvement.
- Customer-Centric Innovation: Focuses on experience mapping and lifecycle engagement to maximize retention and LTV.
Professional Philosophy & Market Approach
Bronwen is characterized by her strategic mindset and emphasis on story-driven, authentic brand building. She actively champions the representation of women in branding and marketing (notably at Finisterre), seeking to challenge legacy biases and drive inclusive narratives both internally and externally.
Strong advocate of digital transformation as a lever for profitable, sustainable growth, Bronwen also places significant value on partnerships with like-minded brands and engaging real communities for brand credibility and loyalty.
Key public statements indicate a willingness to launch bold, creative marketing during market downturns—viewing recession as an opportunity to increase brand share of voice and gain long-term advantage.
Education
- Bachelor of Arts, Fashion and Textile Design
University of Brighton (Honors graduate).
- Bachelor of Arts, European Studies (French major)
Royal Holloway, University of London.
Personal Background & Professional Interests
- Location: South London (Streatham Hill), with longstanding UK residency and Canadian origins.
- Advocacy: Strong proponent for women in sport and movement; works to enhance opportunities and visibility for women in all spheres of her career.
- Sustainability: Deep commitment to environmentally sustainable business models, with hands-on leadership in the launch of sustainable boots (VOYLOK) and ocean-preserving attire (Finisterre).
- Mentorship: Promotes industry diversity via mentoring and support for equitable access pathways in fashion and retail.
- Lifestyle Interests: Enthusiastic participant in outdoor pursuits—mountain biking, wild swimming, snowboarding, and hiking; aspires to relocate closer to wilderness areas.
Media, Thought Leadership & Recognition
- Speaker at MAD//Fest London and featured in sustainability events and podcasts.
- Interviewed by industry publications (Nest Commerce, Glorious Sport, Board Women, Acast) for marketing insights, women’s representation in brand content, and innovative consumer engagement strategies.
- Recognized internally and by peers for endless enthusiasm, client attentiveness, and complete professionalism.
Contact & Social
- LinkedIn: [Bronwen Foster-Butler](http://www.linkedin.com/in/bronwen-foster-butler-73a31923)
- Location: London, UK
- Company Website: [Finisterre](https://finisterre.com)
Strategic Relevance
Bronwen Foster-Butler’s role as CMO at Finisterre uniquely positions her as a key decision-maker for digital transformation, sustainability partnerships, and innovative customer experience solutions in the fashion and outdoor lifestyle sectors. Her openness to technology, data-driven strategies, and authentic community engagement define her as an ideal point of contact for organizations offering value in omnichannel marketing, e-commerce acceleration, customer data insights, or sustainability-driven technologies.
