Where are you based?
What job do you do?
How did you get into marketing/communications?
I left school at 16 then went to college, I studied business and finance. I got a temporary job in administration when I was 17 at a local engineering firm, IMI Marston. My role progressed into sales and marketing. I knew marketing was for me from a young age as I loved collecting adverts and was fascinated by persuasive language. I studied English Language A Level, HNC in Business, a degree top-up awarded BA Hons in Business and then on to achieve CIM Postgraduate diploma in marketing – all achieved through evening study whilst working full-time. In my role, I was very fortunate to have some involvement with the Farnborough airshow exhibition and developing marketing collateral for our stand. It was an amazing experience for me at such a young age. My career progressed working for Tarmac, Persimmon Homes, Alfred McAlpine, Epwin Group and eventually my own agency Clear Goal Marketing.
What are you most proud of in your career as a marketing/communications professional?
I am proud of the brands I have developed during my career, launching many new products and customer retention schemes. More recently I am proud of myself for building a marketing consultancy around my 3 children – it has been quite a challenge. I started Clear Goal Marketing in April 2018, a marketing consultancy which I had a vision for helping small to medium-sized businesses in construction, or otherwise, with their marketing. From my corporate days, I had seen many agencies taking companies for granted, charging so much for doing so little. Agencies have a great way of ‘selling the dream’ and it often leads to disappointment. Companies are as much to blame for disappointing results when they do not actively work with agencies to produce the results, do not have clear corporate vision, goals and objectives, and do not react quick enough. When paying retainer fees, the months can drift by quickly waiting for approvals etc.
I envisaged a different way of working, one that involved more closely with businesses. Almost like an external resource that is also an active member of the team, my goal was to work with businesses who saw the advantage of employing a part-time marketing resource to work directly with their business.
How has marketing/communications helped the organisations you’ve worked for?
During my time in marketing, I have helped companies launch new products and even relaunch old products! It is not always possible to invest in new products all of the time, sometimes old product ranges need just need slight adaptation and repackaging differently in order to revitalise sales. I have learned through my experience of business-to-business marketing is that it’s not all about having massive budgets to spend on huge agencies and campaigns (like you see on Alan Sugar). It’s often about rolling up your sleeves, using in-house resources to the maximum and being versatile in your marketing role. I love learning and have never stopped, in marketing there is always something new to learn, more recently digital marketing, social media, messenger bots, CRM and sales funnels. I was named as one of 10 influential women in digital marketing in 2019. https://lnkd.in/ewFEuuaT
What challenges have you overcome on your professional journey to where you are today?
Building a business is hard, one of the hardest things I have had to endure. The stress, the risks, the sleepless nights of worrying, and wondering what the world will think of you as you step right out your comfort zone.
Throw the demands of young children into the mix and what do you have? Well, the journey of pain will be a lot longer, however, at the same time, the slow drawn-out process can help you in your journey to success, one baby-step at a time.
My experience was in construction products; however, I have been fortunate enough to help a diverse range of businesses. From helping entrepreneurs to turn their dream businesses into reality and creating businesses out of hobbies or passions; there is nothing better.
Do you have any words of wisdom for someone starting out in the marketing/communications industry?
Marketing is not all fun & glamour – those pursuing a marketing career must remember this. Work hard and play hard is a great description for it. There will be late nights working on the laptop, tight deadlines and pressure at times. Other times you will have lots of fun, marketing really is the best ever job. I love waiting for first concepts to come back from graphic designers and seeing my ideas become reality.
Don’t think it’s all bout social media – you love social media right? Don’t think marketing is just about posting on Instagram and Facebook. Businesses require a diverse range of skills and traditional marketing theories are the foundation for all marketing. Don’t be surprised when you find yourself multitasking and managing several projects, these can be: PR, website, social media, branding, e-mail campaigns, literature & leaflets, copywriting, exhibitions, events, customer marketing and research projects. Every day is different in marketing and that’s the best thing about it, there’s no time to get bored!
Have laser focus – it’s perfectly OK to be ambitious and don’t let anyone tell you otherwise! Have a good idea of what your 2, 5, 10-year career plan looks like for you. Learn what you can from every marketing role you have and don’t be afraid to move on, especially if you have stopped learning or the culture doesn’t feel right. Gain as much experience as you can while you are young and have no mortgage, kids and responsibilities.
Be open to Learning – a learning mindset will help you in lots of ways when working in marketing. Embrace online learning, there is so much information available at your fingertips. If you are struggling with a certain area why not buy a book and network with other marketers.
Be brave & bold – if you have a desire to work for yourself just go for it! Believe in yourself and your abilities.
Where can we find you online?
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