Where are you based?
Where do you work and what job do you do?
I work at Boss Insights, spreading the word of our AI solution for investors via PR, SEO, and content strategy.
How did you get into marketing/communications?
I started my career with the Ontario government, where I was part of a team figuring out how to build stronger supports for the province’s innovation ecosystem, by way of the Ontario Network of Entrepreneurs. I took that birds-eye view of the ecosystem and applied it to selling B2B software with one of Canada’s 20 fastest growing companies, Vidyard.
After that, I wanted to play an even bigger role, and see what I could do to help a young, rapidly growing business to approach the market. I found an opportunity to do that at Boss Insights. It’s an amazing place to work because it’s so dynamic. Employees are encouraged to share their ideas and take action to improve the product and the business. We’re given the opportunity to have a huge impact on the bottom line, and use our experiences to build our own expertise.
What are you most proud of in your career as a marketing/communications professional?
It always feels great to turn your hard work into amazing press coverage. We recently did an interview with Authority Magazine, and after a few days of high traffic, it got picked up by Arianna Huffington’s Thrive Global (http://bit.ly/2ZAbNIG). A couple of weeks ago we got a shoutout from Canada’s Minister of Innovation, Science, and Economic Development, Navdeep Bains (http://bit.ly/2Nu7EVn).
It always feels good because it means that the market is starting to realize what a force our smart portfolio management tool is going to be for the future of private investment.
How has marketing/communications helped the organisations you’ve worked for?
When you have an amazing product, it drives you a little crazy that people haven’t already started using it. That’s where marketing comes in. The trick is getting the attention of buyers and showing them how you can help solve their problems.
At Boss Insights, the investors we work with recognize the information edge we provide and want to keep their competitors from getting access to it as well. They keep their lips sealed pretty tightly and as a result, we don’t get the network effect associated with word-of-mouth. It means we have to be even more creative with how we spread the word.
What challenges have you overcome on your professional journey to where you are today?
Six months ago, I had no idea where I’d be today, and similarly, I don’t know what I’ll be working on six months from now. There’s a lot of uncertainty in young people’s careers these days. As much of a challenge as that can be, I see it as a mostly positive thing: Wouldn’t life be less interesting if you could see your path laid out in front of you?
Do you have any words of wisdom for someone starting out in the marketing/communications industry?
Read. It’s such simple advice but I can’t overstate its importance. All the best marketers I know read voraciously — about marketing strategy, about their industry, about things completely unrelated to work. It helps you write better, gives you an information edge, and makes you more perceptive. Even if you start out by just reading a few LinkedIn posts each day, spend some time investing in your development.
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