How Clare Turner is Leading Pearl & Dean into Cinema’s Next Chapter

As Chief Commercial Officer of the legendary cinema advertising brand Pearl & Dean, Clare Turner is no stranger to carving her own path. From her Yorkshire roots and first-generation university experience to establishing herself in London’s media sphere, Clare’s journey has been defined by determination, inclusivity, and a fearless embrace of new ideas.

In this candid interview, she discusses the challenges of balancing a demanding career and family life, the unparalleled excitement of staying on top of the latest film releases, and why empowering talent matters more than ever in a rapidly evolving industry. Get ready to discover what it takes to thrive at the intersection of creativity, culture, and cinema’s future.

Tell us a bit about your role! Is there a “typical” day?

There is no such thing as a ‘typical’ day in my role. My time is split between seeing clients, catching up with the team, and attending evening industry events – sometimes two or three a week. 

I was recently in Stratford for Everyman's 48th cinema opening.  Staying on top of the latest cinema releases is just one of the greatest perks of the job and I am lucky enough to regularly attend premieres like the ones for Wicked and Gladiator II. 

What was the biggest challenge in getting to your current position?

Balancing parenting young children while forging a career has been one of the biggest challenges – especially since I chose to live in rural Sussex early in my career.

Fortunately, my CEO has created an incredibly supportive environment, and the flexibility I had during those early years was invaluable.

What is your personal background and what role did it play in your career?

I grew up in a working-class Yorkshire mining village and was the first in my family to attend university. I always wanted to move to London but, like many in this industry, fell into media – it certainly wasn't on the radar at my comp!

With zero connections, I relied on sheer determination to succeed. My background gave me a strong work ethic and a broad perspective beyond the London media bubble.

What is your biggest career-related win? What is your biggest loss?

Biggest win: Seeing long-term exhibitor clients like Everyman and Curzon return to Pearl & Dean after brief stints with competitors – a testament to the value of strong relationships and consistent delivery. 

Biggest loss: The COVID years. While I'm proud we avoided redundancies, it was a challenging time for our team & our cinemas.

Which individuals and/or agencies do you gain inspiration from? Do you have any heroes in the industry?

I'm constantly inspired by the brilliant team at Pearl & Dean – they never fail to amaze me with their energy and creativity.

I’m also lucky to work in an inclusive culture led by our CEO, Kathryn Jacob, a powerhouse of a leader with more energy than the rest of us combined!

What advice would you give to your younger self?

Don't try to change yourself to fit in - be true to who you are.

If you weren’t in your current industry, what would you be doing?

If I wasn’t working in media, I’m sure I’d still somehow be in the film world. I often think about how interesting it would be to work on the other side as a Casting Director.

What’s your one big dream for the future of the industry?

That incredible talent remains at the forefront, even with the rise of AI. Our people are our superpower, and we should see AI as an opportunity for certain processes rather than a threat. If you hate it, automate it.

What are your top tips for aspiring creative professionals?

Good ideas don’t belong solely to the creative team. If you’ve got an idea, throw it out there – it might just be the best idea in the room.

What are your top tips for other creative leaders?

Create an inclusive, safe culture where everyone feels empowered to contribute and take risks.

When you think about your team, what is the thing that matters to you the most?

Kindness, communication and fresh thinking.

How do you approach collaboration with other creatives or teams and what do you believe makes for successful partnerships?

It starts with listening, we have two ears, and one mouth, use it in that order. Understanding what everyone needs and setting clear outcomes and metrics for success.

When things don’t go to plan, humility is key. Acknowledge mistakes, find a solution, and move on.

What industry trends do you foresee taking hold in the coming months?

The rise of AI, further consolidation among holding companies, and a shift towards prioritising attention as a key metric. There’s no point in spending millions on platforms if no one pays attention to your message.

What do you think sets apart truly exceptional creatives from the rest of the pack?

Bravery – taking risks and being willing to fail in a supportive culture. 

How do you think technology has influenced the creative industries and how have you adapted to these changes?

Technology has the potential to amplify creativity, creating new possibilities.

I also think that it is going to have a huge impact in developing stronger measurement capabilities so that we can then have a better understanding of the true impact that advertising creative has on audiences - across channels - and how it drives action.

How do you prioritise self-care and maintain a healthy work-life balance?

It's a work in progress! My long commute gives me time to tie up loose ends, so by the time I walk in the door at home, I feel on top of things, and when my teens are at home, I can be present for them. 

How do you handle creative blocks or burnout?

We have three well-being days a year to recharge and I ensure I take all my holidays throughout the year. When I’m off, I try to truly switch off.

Can you describe a moment when you had to think outside the box to overcome a creative challenge?

Every day brings opportunities to think creatively. For structured advice, I recommend reading Kathryn Jacob’s book, on tips for fostering creativity - see below.

Do you have any websites, books or resources you would recommend?

A Year of Creativity by Kathryn Jacob and Sue Unerman. I also recommend Kim Scott’s book, Radical Candor to everyone. It has taught me to be a better leader and manager!