Meet Cleo Canning
Owner & Managing Director, The Paving Experts
Experience & Expertise
Cleo Canning is the Owner and Managing Director of The Paving Experts, with over 25 years’ experience spanning construction, marketing, business leadership and e-commerce. She brings a combination of deep industry knowledge and commercial marketing expertise that is unusual within the construction sector.
Her career began in the construction materials industry, working with Tarmac and Instarmac, where she developed a strong understanding of construction products, paving, highway maintenance, contractors and the wider building and construction market. During her time at Instarmac, Cleo was part of the leadership team, responsible for marketing strategy and brand development across multiple construction product brands — including developing product communications, websites, PR, exhibitions, customer communications and lead-generation activity, working closely with sales and technical teams to bring products and their benefits to market.
Since then, Cleo has built extensive senior-level marketing and commercial experience across a range of businesses, leading teams and strategies across brand, digital marketing, SEO, e-commerce, CRM, content, customer acquisition and retention. She has managed significant budgets, developed websites and digital strategies, worked with agencies and senior leadership teams, and used customer insight and performance data to identify opportunities for growth.
Today, as Owner and Director of The Paving Experts, Cleo combines this strategic experience with hands-on involvement in a successful construction materials business. She works directly with manufacturers, suppliers, contractors, landscapers and homeowners, giving her a current and practical understanding of the construction market — from the products being specified and installed to the questions customers ask and the challenges contractors face.
This experience means Cleo understands construction from both sides: the technical and commercial realities of the industry, and how those products and services need to be communicated to the people who buy, specify and use them. Her approach combines genuine industry experience with modern digital marketing expertise, creating content that is not only commercially effective and search-friendly, but grounded in real-world knowledge of construction products, applications and customers.
A Lifetime Around Construction
Cleo’s connection with the building and landscaping industry started long before her career did.
She grew up with a builder for a grandfather, so construction was simply part of everyday life. From a young age, she was surrounded by conversations about building, materials, workmanship and projects. Her grandfather worked for Linfords and was also one of the landscapers working behind the scenes on BBC Homes & Gardens, giving her an early insight into both the practical and hands-on sides of the building and landscaping world.
Even after retiring, he never really left the industry behind. He continued working on exhibition build-ups and displays for major names in the construction and landscaping sector, including Aggregate Industries and Marshalls. Cleo grew up seeing that world first-hand and understanding that building and landscaping were about far more than simply putting materials together — they were about quality, design, practical knowledge and pride in the finished result.
That early exposure stayed with her throughout her career. Construction, paving and landscaping have always felt familiar because they have been part of her life for as long as she can remember.
Her own career has taken her through the construction materials sector, including marketing roles with Tarmac and Instarmac, before moving into senior marketing and business leadership positions across a range of industries. Today, as Owner and Director of The Paving Experts, she has come full circle — combining her marketing and commercial experience with a hands-on business within the construction materials and landscaping industry.
So while her professional experience spans marketing, digital, e-commerce and business leadership, her connection with construction goes much deeper. Landscaping and building really are in her blood.
Career Pathway & Construction Industry Experience
Cleo began her career at Great Central Merchants (GCM, now part of NMBS), a buying consortium for builders’ merchants, where she worked within the marketing and commercial team. Her role involved negotiating supplier agreements with major construction brands including Tarmac, Marshalls, and Aggregate Industries, supporting the buying power of over 100 independent builders’ merchants.
Working with the Paving Trade — Tarmac TopPave
One of the most formative roles in Cleo’s early career was at Tarmac TopPave, where she was responsible for the TopPaver Paving Contractor Scheme — a national network of approved paving and landscaping contractors, with roots in an earlier Marley approved contractor scheme subsequently transferred to Tarmac TopPave when Tarmac acquired the business.
The scheme brought together professional contractors selected for their skills, professionalism and standards of workmanship, with the aim of giving customers confidence when choosing a paving contractor. It promoted quality workmanship, product knowledge and professional standards, with annual awards — including the TopPave Patio of the Year — recognising outstanding contractor projects for attention to detail, innovation and aesthetics.
Cleo worked closely with over 150 member contractors across the country, supporting contractor communications, marketing initiatives, the TopPave website, exhibitions including BBC Good Homes and The Daily Telegraph Homes & Gardens, and the annual TopPave contractor conference — attended by over 300 paving and landscaping professionals and including the coordination of technical product seminars.
The role gave her an early and invaluable understanding of the paving and landscaping trade — not just the products themselves, but the people using them, the challenges contractors face and the importance of quality installation. It was also where she developed a genuine appreciation for the relationship between good products, good workmanship and customer confidence — something that has stayed with her throughout her career and continues to influence the way she approaches construction products and content today.
Cleo went on to work at Instarmac Group plc, where she spent four years working closely with the Sales & Marketing Director. She led group-wide marketing activity, developed a dedicated marketing team, delivered the company’s first website and oversaw a brand redesign that remains in use today. During her time at Instarmac, Cleo developed extensive technical knowledge of specialist construction materials, including UltraCrete, UltraScape, UltraTile, BBA HAPAS-approved products, and Flowpoint Rapid Set paving slurry grouts.
Expertise in Paving, Landscaping & Contractor Support
With early exposure to the building trade through her family, Cleo has spent over three decades working in and alongside the UK construction industry. She is widely recognised for her practical and technical understanding of paving, landscaping, construction materials and contractor best practice, with particular expertise in paving grouts and slurry jointing systems.
Cleo regularly advises paving and landscaping contractors across the UK and is an active contributor within industry communities, including UK Paving Talk and Patios & Drives forums. She has also delivered contractor training days in collaboration with leading suppliers such as Instarmac Group plc, sharing knowledge on materials, installation standards and long-term performance.
Guest Author at The Paving Site
Cleo is a recognised guest author at The Paving Site — a specialist industry resource founded and led by industry veterans Alan Sargent and Gareth Wilson, whose combined experience spans more than 90 years across landscaping, paving, construction, design, training, standards and consultancy. Alan founded both the Association of Professional Landscapers and the Professional Garden Consultants Association; Gareth is a multi-RHS Gold Medal winner, British Standards contributor and recognised expert witness. Together they created The Paving Site as a definitive, expert-led resource for professional landscapers, pavers and contractors.
Being invited to contribute as a guest author alongside Alan and Gareth is a meaningful mark of professional standing in the industry. Cleo’s profile on The Paving Site describes her as “respected for her knowledge & technical insight, particularly around specialist landscaping materials” — and recognises her expertise across Instarmac Group, Tarmac TopPave, GCM, EH Smith, A W Lumb, Marshalls and Aggregate Industries. It is a breadth of direct industry experience that is rare within the sector and underpins the depth and accuracy of the guidance and content she produces for The Paving Experts.
Wider Marketing Leadership Experience
Alongside her construction-focused career, Cleo has held senior marketing roles across retail and service industries. She previously led creative and marketing teams at Bravissimo and Store Twenty One, before moving into the care sector.
Most recently, Cleo served as Head of Marketing at Helping Hands Homecare, the UK’s largest and most established provider of live-in and home care. In this role, she was responsible for marketing strategy, digital performance and leading a large multi-disciplinary team supporting over 100 branches nationwide.
Education, Qualifications & Professional Development
Cleo holds a BA (Hons) in Fashion from Nottingham Trent University and a Masters Degree in Design Management & Marketing from Staffordshire University.
She is a Member of the Chartered Institute of Marketing (CIM) and has completed extensive professional development throughout her career. In 2018, Cleo was awarded the Focus on People Award at Helping Hands Homecare, recognised by colleagues for her commitment to coaching, mentoring and team development across the organisation.
A People-Focused Leader
Over the years, colleagues, clients and people Cleo has managed have consistently described her as passionate, approachable, commercially minded and genuinely invested in people. She is known for bringing energy and creativity to a challenge while keeping a clear focus on what needs to be achieved.
The recommendations she has received throughout her career describe a consistent picture: passionate, energetic, commercially astute, supportive and determined to get things done. People value her ability to bring teams together, develop talent, build strong relationships and turn ideas into results — and note that she is as willing to challenge the status quo and solve difficult problems as she is to celebrate other people’s success.
As a leader, Cleo cares deeply about developing people and creating an environment where they feel supported, trusted and able to grow. As a client or business partner, she is collaborative, honest and driven to deliver — with high standards and plenty of determination when things get difficult.
Whether leading a team, working with a supplier or partnering with a client, Cleo’s view is that people do their best work when they feel trusted, supported and inspired. That people-first approach has been central to her leadership style throughout her career — and is reflected in the way The Paving Experts operates today.
What People Say
“It was an absolute pleasure working with Cleo at Instarmac. She introduced me to the world of marketing and things I learned while she was my manager still influence my behaviour and thinking today. Cleo is one of those rare managers who also naturally serves as an inspiring mentor for staff from across a variety of departments. Cleo could always be counted on for exceptional support and guidance, creativity and for turning a vision from paper into reality.”
Gemma Watts
B2B Head of Marketing, Built Environment Specialist & Chartered Marketer; reported directly to Cleo at Instarmac Group plc
“A key member of my senior leadership team, Cleo rebuilt the team, driving the digital marketing and creative strategy that consistently delivered clear ROI and commercial success over a number of key years in our business growth. An inspirational leader with infectious enthusiasm and an eye for detail, she managed multiple external partnerships whilst also successfully engaging and influencing a wide cross section of internal operational stakeholders. A true asset and pleasure to work with.”
Lindsey Edgehill
Marketing Lead & Manager; worked with Cleo at Tarmac TopPave
“Cleo is one of my clients, and she brings the same passion to her new ventures. She is customer centric and will go above and beyond, truly surpassing expectations. She has a natural flair for managing brands coupled with in-depth marketing and communications expertise. Her valuable insights are what shape a company’s vision and direction.”
Victoria Macgregor
SEO Copywriter & Content Editor; works with Cleo at The Paving Experts
“Cleo is a real visionary with incredible passion and belief in what she does, and a clear strategy in mind. She leaves no stone unturned in her drive to exceed expectations, and her attention to detail ensures that her work is always of the highest quality. Working with Cleo, you cannot help but be motivated by her enthusiasm and dedication.”
Luke Bennett
Technical Advisor; works with Cleo at The Paving Experts
“Working for Cleo was such a pleasure — she has boundless enthusiasm and energy that motivates and inspires those around her. Cleo successfully grew a cohesive team, which in turn led to significant growth of the business over a relatively short period of time. Communication was at the heart of Cleo’s managing style, ensuring transparency and sharing information between teams. Cleo is such an approachable and supportive manager, always happy to talk through any challenges and helping to problem solve. I owe a lot to Cleo for supporting me in developing my career.”
Rebecca Giddings
Director of Marketing & Student Recruitment; reported directly to Cleo at Helping Hands Homecare
“Cleo was a joy to work with and an inspiration! Dedicated, loyal, driven and passionate, Cleo was motivated to succeed and she did — evidenced by achieving significant growth, outperforming budget forecasts, delivering marketing transformation and enabling Helping Hands to be the brand synonymous with home care whilst the network of branches doubled during her tenure. Cleo is an amazing leader; driving her team to succeed, leading by example, and providing the best pastoral care. She is visionary and was an absolute pleasure to work alongside. As well as being a workhorse, she is kind, caring and always takes the time to put others first.”
Caroline Redman
Group Managing Director; worked with Cleo at Helping Hands Homecare
Beyond Work
Outside of business, Cleo is a devoted dog owner to her rescue dog Winnie “Pig”, an enthusiastic Staffy–Ridgeback cross who is rarely far from her side. A keen road cyclist, Cleo can often be found out on long rides throughout spring, summer and autumn, alongside regular spin, pump and yoga sessions.
A foodie at heart, she has a particular fondness for Ben & Jerry’s, olives, Marmite, peanut butter and a good glass of red wine. A lifelong music lover, Cleo’s taste spans Paul Weller, Green Day, Oasis and The Stone Roses, and she rarely misses an opportunity to dance. She also loves films – especially thrillers and horror – and is an avid reader, usually found with a book close at hand.
Above all, Cleo values long-standing friendships, many of which date back to nursery, and brings the same loyalty and commitment to her professional relationships.
The Paving Experts Today
Today, Cleo is proud to own and lead The Paving Experts, now in its second decade. She remains focused on building a trusted, customer-first business, supporting her team, and delivering high-quality paving and landscaping guidance and products across the UK.