Where are you based?
I work out of our office in the heart of London, a short walk away from London Bridge.
What job do you do?
I’m the Chief Marketing Officer at Frank Recruitment Group, a top niche technology recruitment agency with offices across the globe. I lead product marketing strategies for all nine of our brands, from market development to candidate acquisition, client and lead generation, and customer experience. Generally, I focus on identifying fresh, feasible opportunities for expansion to continue driving the business forward internationally.
How did you get into marketing/communications?
Like so many who find their home in this industry, I got into marketing by accident. After working in sales for eight years, I launched my own start-up during the dot com boom. That’s where I learned the tricks of the trade—through practical experience, taking some risks and making more mistakes than most people might be willing to admit.
What are you most proud of in your career as a marketing/communications professional?
When once-feared competitors and titans of your industry start looking to you as a role model, then you know your fledgling company has really come into its own. It makes me immensely proud when our competitors come to us for advice, expressing how they want to emulate what we’ve done as an organisation and offering us genuine congratulations on our hard-earned success.
How has marketing/communications helped the organisations you’ve worked for?
Done right, marketing is what helps companies find and maintain focus. In my experience marketing has been the driving force that ensures the business and every one of its brands not only has a clear strategy outlined but that it’s implemented and adhered to globally. This, in turn, allows us to zone in on what makes the business truly successful, what makes us money and where we should reinvest our resources when the time comes.
What challenges have you overcome on your professional journey to where you are today?
Launching your own start-up and working to build a business into an international presence is always a challenging but immensely satisfying experience. It’s taught me to stay lean and keep my eyes firmly on the prize. Nurturing a business from the ground up teaches you to really fixate on what’s really essential to driving your operations forward and cut unnecessary costs more effectively.
Do you have any words of wisdom for someone starting out in the marketing/communications industry?
First of all, find your niche and conquer it. Realistically, neither you nor your business can be perfect at absolutely everything. Use your energy and expertise to find what you’re great at and focus your efforts on that until you’re razor sharp, and start getting noticed for the effectiveness and excellence that you offer. The higher up the food chain you climb, the more you’ll see customers choosing you over the competition based on that specialty you’ve honed.
Next, take risks. When it comes to marketing, a great deal of success comes down to confidence and timing. All too often, we let opportunities pass us by simply because we’re too full of ‘what ifs’ and self-doubt. Owning the autonomy you’ve earned through your hard work and dedication unlocks the kind of creativity that drives a business forward—it’s the key to not only staying relevant, but becoming a leader in your industry, whatever that may be. If you dare to try something new and get knocked down, stand up and dust yourself off. You’ll still learn valuable lessons from that failure, and use the experience to try again, stronger and with more experience this time.
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