Profile

Catherine Edwards

Chief Growth Officer
QUO

Catherine is a brand strategist and storyteller with a deep passion for cultural narratives and human behavior. She joined QUO in 2011 as a content director, later transitioning into brand strategy, where she played a key role in shaping QUO’s approach to brand cultural definition. As the leader of QUO’s Growth team, Catherine focuses on expanding the agency’s presence across APAC, the Middle East, and Europe. Whether driving new business or collaborating on client projects, she is passionate about branding theories and methodologies. She believes in the power of storytelling to bring a brand’s core purpose to life, drawing on her background in writing to craft compelling narratives. Catherine has worked with some of QUO’s most notable clients, reimagining brands for both boutique hotels and global hospitality groups across diverse cultures and destinations. Her experience spans partnerships with industry leaders such as Accor, Marriott, Hilton, NEOM, PIF, Mandarin Oriental Hotel Group, and Deutsche Hospitality. A graduate of University College London (UCL), Catherine began her career as a journalist, writing and editing for leading lifestyle and business publications in London and Bangkok.