In this conversation, Fiona Sherwood and Michelle Boland discuss the journey into marketing, career growth, and the importance of building effective marketing teams. They explore the challenges and opportunities in the marketing field, emphasizing the need for training, risk-taking, and aligning marketing strategies with business goals. Michelle shares insights on team structure, performance metrics, and the significance of continuous learning and development in the marketing profession. In this conversation, Fiona and Michelle delve into the critical aspects of learning and development within teams, the transition from management to leadership, and the importance of hiring for both attitude and skills. They discuss the value of apprenticeships and the transformative role of AI in marketing, emphasizing the need for marketers to embrace technology while maintaining a focus on customer engagement. The conversation culminates in insights on building resilient marketing teams that balance individual and organizational needs.

Takeaways

• Michelle's entry into marketing was accidental, highlighting a common theme in the industry.

• The importance of gaining experience in big brands early in one's career.

• Training and continuous learning are crucial for new marketers.

• Building a marketing team requires understanding the company's strategy and needs.

• Generalists are essential in the early stages of team building.

• The ideal marketing team size is between seven and nine members.

• Performance metrics should align with business goals and revenue generation.

• Learning and development should be a priority for marketing teams.

• Balancing in-house and agency resources is key to success.

• Marketing is a collaborative effort that requires alignment across teams. Always include an L&D budget in your mainline budget.

• A lack of interest in learning is a red flag.

• Team dynamics can be influenced by personal challenges.

• Transitioning from manager to leader is a significant challenge.

• Hiring for attitude is as important as hiring for skills.

• Apprenticeships can bring fresh ideas and valuable skill sets.

• AI can enhance marketing processes and creativity.

• The future of marketing will focus on customer engagement.

• Marketing should not be reduced to just social media.

• Balance between team needs and business needs is crucial.

In this conversation, Neema Shah shares her unique journey into the marketing field, transitioning from a law degree to a successful career in brand and performance marketing. She discusses the importance of being open-minded in marketing, the balance between brand and performance marketing, and the challenges of measuring effectiveness. Neema also highlights creative campaigns she has led, particularly in her role at Freeview, and emphasizes the significance of evolving brand identity while maintaining core values. In this conversation, Neema Shah discusses the intricacies of brand building, the importance of performance marketing, and the evolving role of AI in marketing. She emphasizes the need for brands to maintain their core values while adapting to new market demands. Neema also highlights the significance of partnerships and the ethical considerations surrounding AI usage in marketing. The discussion concludes with insights on the future of marketing, focusing on the balance between human creativity and AI efficiency.

Takeaways

• Neema transitioned from law to marketing after realizing her passion for creativity.
• Open-mindedness is crucial for career growth and effective marketing.
• Brand marketing is often undervalued compared to performance marketing.
• Effective measurement techniques are essential for both brand and performance marketing.
• Challenger brands can leverage creativity despite budget constraints.
• Strategic partnerships can enhance marketing efforts without significant spend.
• Creative campaigns can be more effective when aligned with content.
• Evolving brand identity requires careful consideration of core values.
• Consumer insights are vital for successful marketing strategies.
• Building trust with consumers is key for brand positioning. Refining Ideal Customer Profiles (ICPs) is crucial for brand strategy.
• Building a brand from scratch requires comprehensive audience research.
• Brand marketing can be intimidating for smaller businesses but is essential.
• A balanced approach of brand and performance marketing is recommended.
• Partnerships can enhance brand visibility and credibility.
• AI tools can improve personalization in marketing efforts.
• Ethical considerations around AI usage are becoming increasingly important.
• The human touch in marketing will remain valuable despite AI advancements.
• Smaller businesses can leverage AI for cost-effective marketing solutions.
• Agility and adaptability are key skills for future marketers.