After 15 years leading sales teams at one of the biggest names in branded merchandise, Charlotte Melvin wanted something different. Somewhere smaller, closer, where she could roll her sleeves up and help shape what comes next. She found that at Clone.
What attracted you to Clone?
It started with the people. I had some brilliant early conversations with Simon, Joel and Nicky, and it just clicked. I’d been looking for a smaller, close-knit team where I could have influence – not just manage, but help steer the direction of the business. Clone had a clear vision for where they wanted to go, and I wanted to be part of making that happen.
How has the move been so far?
Honestly, everyone has been brilliant. Nobody’s too good or too important to get stuck in, which says a lot about the culture here. And the team has been open to me bringing in different ideas, even when it means doing things differently to how they’ve always done them. That makes a massive difference when you’re the new person.
What does an average day look like?
I look after six salespeople, so a big chunk of my day is spent with them – coaching, training, helping shape proposals and jumping into client meetings. Beyond that, I’m building new client relationships, sorting out processes that feel clunky, and reviewing our supply chain to make sure we’re giving clients the best possible offering. No two days look the same, which suits me.
You’ve worked with some well-known names in the industry. How does Clone’s approach differ?
Print is the big one. I’ve come from a merchandise background, so I know about print, but I’ve never had to get into the details. Clone is seriously strong on that side, and when you pair it with our merchandise and creative services, it gives us something a lot of competitors just don’t have. That combination is what made me want to be here.
What do you enjoy most about your role?
Watching people grow. That’s why I’m in leadership – I love seeing someone step outside their comfort zone and absolutely nail it. I don’t need my own numbers on the board or my own name in lights. I’m happiest when the team is winning.
What inspires you about print and branding?
A great piece of branded merchandise or print is how a company shows up in the real world – and what gets me is the reaction it sparks when someone receives it. Every project is different, too. Two clients might order similar items, but their vision for how they’ll use them is completely different. The branding is different, the audience is different, the story behind it is different.
Are there any trends shaping the industry right now?
The conscious move towards being more environmentally and community-minded is the big one. We always encourage clients to think beyond the obvious – something with a longer shelf life, a story behind it, or a connection to a social enterprise. It’s something we’re already doing really well here, from our FSC-certified print through to the way we guide clients towards more responsible choices.
What’s been your biggest challenge since joining?
The systems! Fifteen years at one company means you get very set in your ways. Getting to grips with how Clone does things has been the biggest adjustment – but it’s all part of starting somewhere new.
What do you get up to outside of work?
My husband, our dog Ralph and I are outdoor people. We’re working through the 214 Wainwrights in the Lake District – only on about 12 so far, so we’ve got a way to go. We live near Norwich, so we have to travel for anything resembling a hill. My stepdaughter is 11 and is slowly coming round to hiking, as long as we don’t push it on distance! We’ve got a trip to South Africa planned too – my husband is from there, so it doubles as a long-overdue honeymoon. Whatever the weather, I’d rather be outside than in.
