Charlotte Mustard Charlotte Mustard is the founder and owner of IMW Group, where she helps high-performance builders and the brands that support them grow through clearer strategy, stronger messaging, better content, and relationship-driven marketing.
Her last role before starting IMW was as Head of Marketing and Product Development at Sashco Sealants, where she fell in love with the world of high-performance building. Along the way, she realized the part of the work she loved most was not just selling products. It was helping the people behind the work grow stronger businesses. As the daughter of a tradesman, that pull felt personal. She started IMW as a way to use her skills to help the good guys win, especially builders doing thoughtful, high-performance work.
IMW Group is built as a right-sized team of specialists, each with deep expertise in their own discipline and a strong understanding of the building industry. That model allows IMW to bring clients the support they need, when they need it, without the overhead of building a large in-house team or hiring a traditional agency. Through IMW’s trade school advocacy initiatives, Charlotte also spends time supporting the broader industry, including projects like the Wingnut Challenge and Trade Teacher Summer Camp.