In our latest “offline” edition, we catch-up with CVS Group’s Director of Marketing & Ecommerce, Susie Barker, and find out about her love for cooking, Oasis, RuPaul’s influence, and how she’s embracing AI to drive efficiency and much more…
How did you enter a career in digital marketing?
I started my marketing career in print! I specialised in direct response advertising before making the move into digital, where I began my first role in digital content. That then expanded into SEO, CRO, DX and performance media, leading into my current role a director of marketing and ecommerce, which encompasses everything across digital and non-digital disciplines.
The broad experience across my career I believe gives me a balanced view of any marketing problem we need to solve.
How do you switch off?
It takes me a while to switch off, but when I do, it usually revolves around food, be it cooking, eating in fun restaurants or reading cookbooks.
At last count I think I might have about 250.
What is your favourite Podcast/Book in 2025?
Butter by Asako Yuzuki, a brilliant novel, centred around food, the patriarchy and body image, with a sprinkle of murder. Perfect.
Podcast wise, you can’t beat Ed Gamble and James Acaster’s Off Menu.
What’s your favourite inspirational quote?
“The whole point is to live life and be – to use all the colours in the crayon box.” By RuPaul, who I adore. Life offers so many opportunities to meet different people, and live different experiences and it’s important we engage and interact and embrace diversity, I would hate to have experienced my life from only one viewpoint.
What’s your proudest professional achievement to-date?
In January this year, we launched our new Animed ecommerce platform.
This wasn’t “just” a website migration, this was a digital transformation which reengineered the systems that run the ecommerce experience for the business. My team pulled out all of the stops and were focussed to delivering a key enabler for our future ambitions.
Fun fact about you?
Food related, for 10 years I co-ran Leed’s most popular secret supperclub, Dinner at the Manor.
Across that time, I reckon we cooked approx 2000 8 course meals!
What is your favourite music album of all time?
That’s a tough one, and I really couldn’t choose one, but top ones include Definitely Maybe by Oasis, The Colour and the Shape by Foo Fighters and more recently Sam Fender’s Seventeen Going Under.
What 1 thing would you tell your younger self?
Have confidence in your own abilities but also, it’s ok to ask for help!
How are you embracing AI in 2025?
I’m using it to help me structure my thinking and make me more efficient at planning my own time.
Work wise, same – there are a number of ways AI could help my teams be more efficient and allow them to be focussed on the fun, problem solving elements of their role.
Where is your favourite holiday destination?
Anyway, with sun, great food and a chance to wind down a read a good book. That being said, I’m not doing any of that this year and taking my daughter to Disney World for 2 weeks!
About Susie…
Susie Barker is a marketing leader with over 15 years of experience in digital transformation, brand strategy, marketing and ecommerce.
Currently, she is Director of Marketing and Ecommerce at CVS Group, overseeing transformation projects, digital growth initiatives, brand and customer experience enhancements for a range of pet care and veterinary services, most recently for Animed.
Previously, Susie held senior roles at First Direct and Provident Financial, where she focused on improving digital engagement and driving revenue. She is passionate about leading high-performing teams and delivering impactful results. Connect with Susie on LinkedIn
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