Hunter Boots appoints Claudia Plant as new CMO


Hunter is pleased to announce the appointment of Claudia Plant as its chief marketing officer.

Plant joins Hunter with immediate effect, reporting into interim CEO Paolo Porta, where she will be responsible for delivering the business’s global marketing and communication strategy. Plant will be tasked with shaping the brand’s positioning and driving its transformation by developing and implementing a new vision for Hunter with current and future customers at the core.

Plant is an accomplished brand leader with over 25 years’ experience in luxury fashion, retail and e-commerce, and is one of NET-A-PORTER’s original co-founders. She joins Hunter from Burberry where, as senior vice president of brand experience, she was responsible for leading the brand and customer experience across all consumer touch points under both Christopher Bailey and Riccardo Tisci. Reporting into Burberry’s CEO Marco Gobbetti, Plant also oversaw the brand’s recent creative transformation and repositioning which included the introduction of a new monogram, the “B Series” monthly social commerce initiative and Burberry’s first social-retail experience in China. 

Prior to Burberry, Plant was at NET-A-PORTER for 17 years where she was instrumental in establishing and developing the brand vision and refining the customer experience. As global brand creative director, she was responsible for all aspects of brand, and marketing content and creative, and the representation of over 650 brand partners on NET-A-PORTER. Plant and her team also led special projects for Chanel, Gucci and Prada and launched Net-A-Sporter.

Most recently Plant also served as interim CMO of Charlotte Tilbury Beauty.

Paolo Porta, Interim CEO, says: “Claudia brings a wealth of experience, which will be hugely beneficial as we drive future growth. Her brand building and digital expertise will be invaluable as we realise the enormous potential of this much-loved British brand.”

Plant says: “This is an incredible opportunity to join Hunter for its important next chapter. I have enormous respect for the company’s rich heritage and product, which I believe is so relevant for today’s world and consumer, at a time when we are witnessing such a shift in lifestyle and trends. I am thrilled to be working with the team to help re-assert Hunter’s position as the iconic, British outdoor brand with an exciting modern twist.”