UK manufacturer of brands such as Bushboard, Wetwall and Mermaid Panel, Wilsonart has expanded its marketing team, ahead of “ambitious” plans for growth in 2021.

Marketing communications manager Helen Dennett

The Country Durham-based company has appointed Helen Dennett as marketing communications manager and digital marketing specialist Sasha Betty to head up the bathroom arm of the business.

Helen Dennett has a wealth of industry experience, having worked for Travis Perkins and Plumbase.

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As well as bringing integral strategy and campaign management skills to her role, she has a rapport with suppliers in the merchanting sector and indepth understanding of the wants and needs of installers.

Dennett will be responsible for elevating the marketing communications and continuing to focus on
building relationships with retail and merchant partners.

Sasha Betty has worked in the consumer field and has knowledge about end-consumer behaviour and customer journey optimisation.

She will focus on driving reach and awareness, positioning Wilsonart’s brands as the centre of
the conversation in the digital space.

New to the KBB, Betty plans to create “authentic and innovative” campaigns to “educate, excite, and inspire!.

Overseeing a trio of brands – Mermaid Panels, Wetwall and Bushboard’s Nuance – the marketing team will drive a primary focus towarsd the Mermaid Panels brand for 2021.

Sales director at Wilsonart UK Neil Horton said: “We have an exciting year ahead of us here at Wilsonart UK and are planning considerable measures to continue to elevate our brands, particularly in the bathroom sector”.

He continued: “As part of this, we’re making significant investment into our marketing drive with an expanding team to ensure we continue to offer specific tools and support to meet the varying needs of our different stakeholders including retailers, installers and the wider community”.

Wilsonart-owned Bushboard overhauled its worktop ranges at Kbb Birmingham in 2020.