Director of Communications & Marketing

BSocSc MIPR

Anne Moir was educated at Aberdeen High School. She read Geography and Economic History at Edinburgh University obtaining distinction in her Bachelor of Social Science degree.

The early years of Anne's career included roles in market research, both academic and commercial, consultancy and project management as well as a period based in the Middle East. The organisations she worked for included BT, The Stock Exchange and Aberdeen University.

Her first major role in marketing was in the IT industry where she extended the company's brand and evaluated strategy for one of the divisions, then subsequently managing the communications associated with its disposal. Moving into telecoms with Nortel, branding was again a focus as she developed an international brand to promote the products into Europe. An internal communications strategy was created to improve dialogue between dispersed sites.

Her next role was to lead the first global integrated marketing campaign for major global business customers at Cable & Wireless, improving the external perception by developing advertising, sales collateral and an intensive PR campaign. With that success behind her she moved to a European role leading the marketing team at Quadriga, the brand she created for a Thorn subsidiary. That project was developed along with a new strategy to support a leading position in the interactive TV solutions market in hotels. Anne also developed a structured approach to product development across the business and led corporate affairs activity during a period where the business was offered for sale.

A move into the mobile telephones industry meant a period fighting to secure market share in diminishing demand for handset distribution and focusing on channel marketing. The market situation necessitated major change to the business that meant significant internal communications to manage relocation, restructuring and redundancies.

Anne joined ICE in August 2002 and is actively involved in creating a marketing team to develop a more member-focused strategy as a result of the membership satisfaction survey carried out in 2003. She is responsible for communicating widely with members and promoting civil engineering to key audiences. Her role also includes responsibility for external relations (media and government affairs).