Lindsay Hutchinson is the Head of Marketing at William Smith Group 1832, where she leads the strategic direction of marketing across all the group’s brands.
With over 20 years’ experience in the sign and graphics industry, Lindsay oversees brand strategy, market development, and commercial marketing initiatives that support long-term business growth. Her work focuses on aligning marketing activity with measurable commercial outcomes, ensuring campaigns and brand initiatives contribute directly to customer acquisition, retention, and lifetime value.
Lindsay specialises in B2B growth marketing, brand positioning, and commercial marketing leadership, with a strong focus on building strategies that connect marketing performance with revenue and customer value. Her role also includes budget management, market expansion planning, and customer journey optimisation, ensuring the business continues to evolve alongside the changing needs of the sign, graphics, and interior finishes sectors.
She was instrumental in creating the Architextural brand, developing its market segmentation, positioning, and targeting to establish a strong presence within the architectural interior finishes space. This work has helped expand the business reach into new markets while strengthening brand authority among designers, specifiers, and installers.
Customers, partners, and industry professionals often engage with Lindsay for her insight into marketing strategy, brand development, and commercial growth, benefiting from her long-standing experience and strategic understanding of the industry.
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Education
- BA (Hons) Business Management, Teesside University
- CIM Level 7 & Continuing Professional Development (CPD)
- Mini MBA in Marketing
- Marketing Strategy Programme, Fabric Academy
- Future & Thriving Leaders Management Training
Lindsay’s Picks
Why Sustainability Isn’t a Trend, It’s the Future of Our Industry
For nearly two centuries, William Smith has been part of Britain’s signage story. From road signs to vehicle wraps, we’ve seen materials evolve...
4 Reasons to Switch On to VION
At William Smith, we’re always looking for ways to enhance the creativity and efficiency of your projects. That’s why we introduced the VION brand back...
Working Together to Support Your Future DI-NOC Projects
You've placed your first 3M DI-NOC order with us. Now what? Getting your first DI-NOC order right is one thing. Building a reliable workflow that...
