Social media has not always been an obvious marketing channel for parts of the construction supply chain. That is precisely why one of Georgia Cantrill’s most successful initiatives involved building Altecnic’s presence on TikTok for installers and engineers.
“Historically, social media wasn’t always seen as a priority channel,” she says. “But by really understanding the installer audience and the type of content they actually want to see, we were able to create something authentic that resonated.”
The account grew from zero to a highly engaged niche community, demonstrating how digital platforms can build both brand awareness and connection even in technical industries. For Cantrill, the lesson was simple: listen closely to the audience and do not be afraid to try something new.
Today she works as a Communications Consultant at Leopard Co., managing B2B clients across sectors including engineering, property, renewable energy and green technology. Her role spans PR, content, digital and campaign planning, with a focus on translating complex technical ideas into communications that resonate with specific audiences.
“A big part of my role is connecting the dots between PR, digital, social, content and events so everything works together to tell a compelling story,” she explains. “Ultimately, it’s about helping clients communicate complex technical ideas in a way that resonates with their specific market and drives value for their business.”
Her route into the sector was not planned. In 2020, during the Covid period, she began an apprenticeship in PR and communications with hydronic solutions manufacturer Altecnic instead of taking the traditional university route. Alongside the role she completed a Level 4 Diploma in PR and Communications and later studied Business Management with Marketing, graduating with first class honours in 2025.
What began as a practical decision quickly turned into a real passion for the sector. “The built environment is incredibly diverse and impactful, from engineering innovation to sustainability and clean energy, and it didn’t take long to realise how interesting the industry is from a communications perspective.”
Her first marketing manager at Altecnic, Helen Cooper, had a big influence on her. “Helen created an environment where I was encouraged to learn by doing and trusted me with real responsibility early on. That level of trust helped build my confidence and taught me the importance of being proactive, asking questions and taking ownership of your work. More than anything, she encouraged me to stand on my own two feet and develop my own ideas, which is something that’s stuck with me.”
“Being able to work and learn meant I was writing content, supporting campaigns and building relationships with journalists very early in my career. The hands-on experience really taught me more than I could have ever imagined.”
Recognition soon followed. In 2025 she was named Emerging Talent of the Year (client-side) at the Construction Marketing Awards and was also included in the Bathroom Association’s 30 Under 30 list.
For Georgia, what sets marketing in the built environment apart is the scale and impact of the projects being communicated. Although much of the work is business to business, the outcomes ultimately affect how people live and work.
“The industry combines technical complexity with themes like sustainability, regulation and innovation,” she says. “You have to balance credibility and accuracy with creativity and storytelling.”
She also believes the role of marketing within the sector is evolving quickly as audiences expect the same quality of communication and digital experience they see from consumer brands.
“The lines between B2B and B2C are becoming increasingly blurred,” she says. “Procurement managers, engineers and contractors are consumers outside work too.”
Looking ahead, she believes attracting younger and more diverse voices into the sector will be critical. Apprenticeships and alternative routes into marketing can play an important role in opening up the industry to new perspectives.
“The built environment offers an incredibly varied career path for marketers,” she says. “Encouraging more young people into the industry brings fresh thinking and new ideas, which ultimately strengthens the sector.”
Her advice to those starting out in the sector is straightforward. “Take every opportunity you can and never stop learning. The built environment is a complex industry with a lot of technical detail, and the best marketers are those who genuinely take the time to understand the products, technologies and people behind it.
“Spend time with engineers, installers, contractors and clients. Understanding their world will make your communications far more authentic and effective. And don’t be afraid to try new ideas. The industry is evolving rapidly, and fresh thinking can make a real impact!”