Life after brand management: Nick Petrovic
In this careers feature, Liz Foster asks the question, with the number of corporate marketing roles shrinking as you climb the ladder, where do all the brand managers go?
Nick Petrovic, child psychologist, Mind Profile Clinic, Liverpool.
When and where did you work in marketing?
My first paid marketing position was through my University’s student union back in 2000 where I later became the manager. From there I graduated and moved on to working as a marketing manager for an art house cinema complex, which involved branding and creative advertising. I enjoyed the work, but due to limited marketing budgets I constantly needed to reinvent ways of marketing our company and services so that it had maximum impact and minimum cost. I was there for some time until moving onto the role of company manager for a theatre company, which was a different experience as it opened my contacts with the local media and helped perfect my skills in writing media releases.
Highest marketing level reached?
Marketing and company manager
What do you do now?
I am now a child psychologist and founder of the company www.MindProfile.net, providing psychological and assessment services to children, adolescents and families.
Did you choose your path or did it choose you?
I have always had a fascination with the human mind, finding out what people want, need, or think. This was very useful in my marketing career, but in the end I found greatest happiness in the field of psychology.
What’s the most important skill that you’ve taken from your marketing days?
Having a deep understanding of effective marketing tools, where maximum impact is achieved with minimum resources. Being creative and budget minded has allowed me to use these skills in setting up my company, giving me full control of how I present services and company branding.
If you had your time again, would you climb the corporate marketing ladder?
Of course I would, because it allows you to develop skills that can be universally applied and can open doors very quickly, this is great if you’re an entrepreneur.
What were the best and worst parts of your role as BM?
Best: being able to network with a wide variety of professionals with different business backgrounds. I also enjoyed the option of being exposed to different experiences through travel and various professional workshops.
Worst: countless hours at work perfecting the next project or pitch, but then again there is recognition in that.
What career tips would you offer an aspirant or current BM?
Define your personal goals early on just like with any project, and then go for it. Take calculated risks, and look at the world differently in order to get a unique perspective. These days it seems everyone is doing the same thing – develop your own style for yourself, you just might find it is the most effective approach.
Now that youve left the world of brand management, are you satisfied with your current role? If not, what are your future career aspirations?
Although I was passionate and good at what I did, I feel a great sense of achievement in my role as a psychologist which feels deeper than any monetary reward received. Running my own company makes me feel in many ways that I have the best of both worlds, with the added benefit of freedom!