Marketing Around The Table
QUESTION: What inspired you to become a marketer and what is it about the job that continues to inspire you?
1
Max Bonpain
Head of marketing, telecommunications division, Samsung Electronics Australia
In my home country (France), you need to decide quite young what you want to do in life, as your studies determine your career to a large extent.
There are really two things that attracted me to study business and marketing at the time.
The first was human curiosity – it might sound funny, but I love understanding ‘daily lives’, i.e. why people do things the way they do, and trying to influence their behaviour. I was also considering social sciences and economic studies, but eventually preferred the variety you get from marketing.
Over the years, I have been trying to solve the mysteries of facial tissue construction, eating habits or mobile phone usage in many countries!
I still think market research is the foundation of marketing and seeing people using my brand still fills me with pride: nothing better to make my day than people in the streets or stores using Samsung mobile phones.
The second thing that attracted me to marketing was that it is just like managing a small company, as you interact with all other functions – these responsibilities, and the internal level of influence, are still motivating me on a daily basis.
I still love the fast pace of marketing, the mix of creativity and rigour, and the results in terms of changed consumer behaviour (and increased bottom line). And with new media and technologies, it is even more exciting now, thanks to an increased level of complexity – a great challenge.
The telecommunications industry is at the leading edge of new marketing tools and technology use, as well as being very competitive and very engaging for consumers: it’s a great place to be right now.
2
Alexis Le Clerc
Head of acquisition marketing, St George Bank
Although it sounds clichéd, what first interested me about marketing was meeting the customer’s needs – from the product and offer design through to communication, delivery and of course an ongoing relationship, I really enjoy the challenges and meeting them.
Thinking back it was really born from previous jobs in sales and just grew from there. As a teenager I worked in a clothes shop listening to women wanting a new outfit, some coming in frustrated and down, and having the ability to give them a solution they were happy with was just so rewarding – it feels great to make people feel good.
Since studying and then working in marketing for more than 15 years, one thing still rings true – that it’s all about the customer. Customer needs and their environments are constantly changing, marketing is constantly changing, which keeps it exciting!
What’s more, there are so many aspects to marketing that I have ongoing opportunities to keep learning, which keeps me inspired and engaged.
The other aspect of marketing that keeps me striving is the outcome – I still get a kick out of seeing people respond to campaigns, that instant recognition of all that hard work, whether it’s clicks, calls or sales. Getting results is key.
3
Josh Anstey
Marketing manager, Elcom
In my first year at university I started an online business with a friend of mine. We thought we had a great business idea and that it would be smooth sailing once the business launched. One of the challenges we faced was building the brand and attracting customers.
I quickly learned that you might have a clever idea, but if you don’t understand your customers and if your customers cannot find you, then you might as well not be there at all.
It was this first-hand experience that inspired me to become a marketer, as well as my fascination with how people think and what influences buying behaviour.
Another attraction to marketing is the diversity that the career provides you. There are so many different avenues to explore that cater to all your preferences, whether it be marketing communications, advertising, online and digital, events, direct marketing, and the list goes on.
Marketing offers a range of roles and career paths that open many avenues and opportunities for the future.
The constantly changing environment and industry make working in marketing interesting and exciting. The ever-increasing importance of online marketing and the web motivates a marketer to think differently and proactively look at new ways to engage with their target market and customers.
As a Gen Y marketer and entrepreneur, I have had greater business exposure and the ability to work on a wide range of diverse and exciting marketing campaigns.
The best part about marketing is that every day is fun, motivating and different.
For those who are deciding on a career in marketing, it is definitely an exciting roller coaster that is worth the ride.
4
Kate Badham
Online marketing manager, E*TRADE Australia
Just over five years ago I was closing out a large integration project.
In considering my next career move, I looked to some friends in marketing who were always working on fun and exciting campaigns and ‘building relationships’ over long lunches. On further investigation, I discovered some of the elements I loved in my job and previous role as an executive assistant mirrored those involved in marketing, such as the organisational aspects, execution of projects and relationship management. It was these key elements that led me to pursue a role in marketing.
Five years on I have realised marketing is more than long lunches – it can also be very rewarding. I love the varied nature of marketing that allows me to express my creativity while using my insights as a consumer to increase customer satisfaction.
Working in direct marketing and then moving to digital has given me wide exposure to many areas of marketing. E*TRADE being a predominantly online company has provided me with the opportunity to hone my skills in the SEM and display channels. I enjoy testing and evaluation of campaigns in the online space and working out how to maximise marketing spend on best performing promotions.
Analysis of customer behaviour also ensures customers’ needs are being met – I also get to represent a great brand.
The marketing industry continues to inspire me through the constant evolution of marketing tools both locally and overseas, which makes implementation of marketing more insightful and effective. There is also the opportunity to work with, and learn from, some very talented and experienced marketers.
It keeps it interesting and allows me to achieve my goals of continually raising the bar toward exceeding customer expectations.
5
Graeme Chipp
Managing director, Growth Solutions Group
Three things. First, at university I was studying business with an accounting major.
When I encountered Marketing 101, the ‘people factor’ as a key to the business equation was my breath of fresh air. I was probably crying out at the time for something more real – for me, debits and credits had their limitations!
This intersection of customers and staff with business performance caught my imagination. The discipline of marketing and the skill of understanding what motivates people, their decisions and behaviour and how to use this understanding to shape business decisions was like a light bulb going off in my head. (Thank you ‘Kotler and your 4Ps’!)
Second, at an early age I was fortunate to have a chance to work in marketing roles, with real responsibilities and some good bosses.
This exposed me to how to think about succeeding in a market, but also the importance of using judgement. I learned that the market is within reach and can be used to trial and for refinement of approach.
Luckily, my early responsibilities exposed me to all functions affecting the delivery of the offer, not just the promotional function – a ‘whole of business’ marketing approach – even though I didn’t know it at the time. This challenge and the innate competitiveness required to succeed in the market continues to appeal to my natural instincts.
Finally, I’ve been privileged to work with some of the best marketers around. Kevin Luscombe, Peter Cudlipp, Leigh Rodgers, Peter Chandler, my other colleagues at GSG and our many clients. It is them, and the continuing evolution of every market in which we work, that helps continue motivating and challenging me.
Nothing stands still, you have to continually renew and refresh your knowledge – a built-in formula for personal renewal. How good is that?
now, I really love it because I get to try to come up with solutions to problems that are out of the box, relevant and achievable. I love being able to make a valuable contribution to the company as well. We get many perks to being in the industry :)
I'm continually inspired by our clients and what we can do for them, even though I've been in the industry over 14 years, I'm still learning! every challenge, every situation has a unique spin that makes it interesting.... I'm so glad I didn't become a banker (this was a possible option)!!!!
www.bestcasescenario.com.au
Now I have worked my way up to Brand Manager - couldn't be happier. I love nuturing a brand, it's like an organism that needs care and attention!