Catherine Warrilow is the founder of The Plot, a UK based brand strategy consultancy that helps visitor attractions, destinations, and experiences make sense of the messy middle – the part between what they do and what their customers actually want.
With a background in tourism across PR, brand and customer experience, she’s known for her sharp ability to uncover hidden opportunities and create practical and commercial strategies that connect. Her work spans everything from refining value propositions and product positioning to aligning messaging, pricing, imagery, customer perception, and audience relevance with real-world trends and behaviour.
Catherine brings a no-nonsense, insightful approach and is the go-to expert for visitor attractions across the UK & Europe, helping brands tell extraordinary stories, simplify the complex, and spark conversations that convert to sales. Expect candour, future proofing and ideas that make you want to change up your approach right now.
