What to write about the Marketing industry? I’ve worked in the industry for over 2 decades and that question baffles me so, I will start with how I got in the field! Marketing was not my obvious first choice and is fair to say, I fell into Marketing by chance. In my first year, my major became irrelevant overnight (European Studies didn't hold much when the European Union became reality while we were still studying the concept of it). So I took the opportunity to change my degree to a BA in Arts! I decided to add Marketing as a second major to be “job-ready" in case my first major, Film & Media, didn't pan out. Luckily for me, I loved it and never looked back!
This field is so varied and broad to the point that I refused to specialise when I started! I’m a generalist, a full-mix marketer. I have managed multi-million-pound P&Ls, been responsible for deploying media, direct marketing, public relations, as well as managing the production of all content to fill these communication channels so that the product/service was in the right place at the right time for the customer. I have led new product development and consumer research teams taking an idea all the way through to something that a consumer can buy.
One of the things I enjoy most about it is it’s one of the few functions in an organisation that is always evolving. It is the lifeblood and engine room of revenue and is where the organisation keeps pace with the consumer, their needs and preferences. It is also part of the consumer's voice, helping organisations to meet needs and expectations and, ensuring the product/service remains relevant.
As an industry, it is creativity which can breed contempt and ego fuelled by annual awards and plaudits that often ignore the purpose of the effective application of the discipline which ultimately is to influence consumer behaviour change. It is also joyful and filled with potential for positive change. For me, it has been an incredibly rewarding industry and one I continue to celebrate.