Where are you based?
What job do you do?
Founder and Managing Director
How did you get into marketing/communications?
I was working as a lawyer in Dubai and was incredibly demotivated within my professional realm. A chance encounter with a PR agency owner at an event lead me to consider a career in communications. I worked for several leading consumer PR agencies out in Dubai before moving back to England and starting my own venture.
What are you most proud of in your career as a marketing/communications professional?
I have gotten the chance to work with some leading consumer brands, from Ferrari to Waldorf Astoria Hotels and Resorts all the way to Burberry. I am incredibly proud of the experiences I have had and the campaigns that have helped shape me as a communications professional.
How has marketing/communications helped the organisations you’ve worked for?
Marketing and communications are incredibly important tools that help develop and narrate a brand identity. Without these tools, in today’s fast-paced world, it is easy to get lost in the herd. Time and time again I have seen marketing and communications campaigns help brands find their voices and raise them, loud. Businesses need to be seen in order to excel and I believe communications plays a very important role in that.
What challenges have you overcome on your professional journey to where you are today?
I entered the world of public relations at a time of rapid change. It seemed to me that best practice meant something very different to me than it was for the people that run the agencies I was working for. I saw agencies being run on the same public relations principles that had perhaps existed for a fair few decades, whereas digital platforms and communications were gaining prominence in the world – and being largely neglected in practice. The most challenging aspect of this was finding a balance that works, maintaining an understanding of traditional communications whilst inspiring on the digital front, building an understanding of new-age PR – I think achieving this has gotten me to where I am today.
Do you have any words of wisdom for someone starting out in the marketing/communications industry?
Read, research, subscribe. The most beneficial practice in our world is to be well informed. To create you need to be aware of what is being created already. Case studies do not need to belong to you in order to be beneficial, learn from the mistakes of others, it makes facing your clients a lot easier! Secondly, find a way to connect with the brand, understand where the team are coming from and always look to service the business need – awareness is great but it is useless without business growth