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!

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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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Offline with Simon Turner – Marketing Director at Clothes2order
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In our 8th “offline” edition, we catch-up with Clothes2order’s Marketing Director, Simon Turner, and find out about his love for trail running, history, Arctic Monkeys, and how he’s embracing AI and much more…

Why did you move into a career in marketing?

After completing a History degree I had no idea what I wanted to do. I took some time out, worked as a chef, travelled a bit…. and still had no clue. I was living with my friend who was working in SEO. After about 6 months I didn’t really understand what he did so had a proper chat with him about it – and it sounded awesome.

I’d always enjoyed writing and had thought about copywriting as a career, but had struggled to find the right application for it. I started my own website and once I saw traffic coming into the analytics reports I was hooked.

How do you switch off?

Running is my quiet place. Hitting the trails before or after work gives me a bit of me time between work and a young family.

Getting into nature can provide the switch off, but conversely it’s also where I do most of my thinking.

 

 

What is your favourite “Podcast and Book” in 2025?

The Rest is History is my favourite Podcast of the year. I should probably say a marketing or business one, but I’ve really enjoyed rediscovering my love of history. Something I’ve found over the last few years is that being more rounded is helpful for me so I’ve enjoyed picking up some other interests!

What’s your favourite inspirational quote OR Mantra when things get tough?

“You have power over your mind – not outside events. Realise this and you will find strength”.

This and other Stoic philosophy has seen me through a lot. Once you quieten out what you can’t control it reduces fear and provides focus.

Fun fact about you?

I didn’t start running until I was 36. In the four years since I’ve run x2 marathons and x2 ultra marathons, plus started a run club for marketers. Talk about a mid life crisis!

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What’s your proudest professional achievement to-date?

Probably how we pulled Clothes2order through a very tough Covid. We largely sell into businesses for uniforms and events, so the majority of our client base were shut and cutting costs.

We pivoted quickly and launched a partnership with Alder Hey Childrens Hospital to use our factory to print face coverings. In a few months we launched a brand, pivoted our operations and kept enough business coming through to get the business through, plus raised over £100k for Alder Hey in the process.

What is your favourite music album of all time?

As I’m originally from Sheffield I think I’ll have to go with Arctic Monkeys, Whatever People Say I am, That’s What I’m Not

What 1 thing would you tell your younger self?

To have confidence in yourself, say yes and figure things out – good things will happen.

How are you embracing AI in 2025?

As much as I can. We all know this is a monumental shift, but trying not to be overwhelmed and just staying as up to date as possible. Seeing it as an opportunity to scale things faster and more effectively.

What’s your favourite holiday destination?

Italy, haven’t been for far too long but as the kids get older would love to go inter-railing to see the history, the scenery and experience the culture.

About Simon…

My career has been dedicated to growing Clothes2order, a business I joined as employee 13 as marketing executive. Having since progressed to Marketing Director I’ve helped grow the business into a market innovator with a team of 160.

Beyond work I’ve discovered a passion for running and physical challenge. Taking on The Great North Run, Manchester Marathon and The Lap Ultra Marathon so far. I thrive on community, so co-founded The Marketing Run Club which has grown to 200+ members and is helping many to drive their own running forwards.

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Offline with Paul Morris – EMEA Performance Marketing Director at RS Group
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Offline with John McCambley – Chief Producer at Marketing Masterclass Series

If you missed our latest Digital Superchats e-Event on Digital PR Strategy & Search Performance…Good news, the official video recording is now available to watch. 

Talk 1. Digital PR & AI: Simple Adjustments to Future-Proof Your Strategy
Louise Parker, Joint Head of Digital PR at Propellernet

Talk 2. Building More Than Just Links; How to Make Sure your Link Building Strategies Drive Success by Aligning Digital PR, SEO and Content 
Will Waldron, UK Digital PR Manager at Connective3

Talk 3. Capturing Your Customer’s Pain Points to Build Brand & Drive Organic Performance
Lauren Henley, Digital PR Campaign Consultant at Impression

Talk 4. Put On your Thinking Cap(s): Six Hats to Inspire Digital PR Ideas  
Sarah-Jayne Taylorson, Senior Digital PR Manager at Cedarwood Digital

The official video recording is 111 minutes in duration and took place on Tuesday 13th May 2025. The online session was e-attended by 100+ delegates from some of Europe’s biggest consumer brands including Adidas, Barclays, Booking.com, Interflora, TUI, Superdry and many more…

Watch Digital Superchats 16 (On-Demand)

In our latest “offline” edition, we catch-up with RS Group’s Senior Director, EMEA Performance Marketing & Web eCommerce – Paul Morris, and find out about his love for combat sports, how he was hospitalised by a bear, how he’s embracing AI and much more…

Why did you move into a career in digital marketing?

It felt like “the future” (1999)! I was good at science, maths, psychology, and business studies in school > university hence a natural career move for me.

I was also quite opportunistic by teaching the Design Director of a Digital agency (Walsh Simmons; who owned the likes of Laterooms.com) Karate (I’m a 3^rd degree black belt) that in turn got me a “foot in the door” working in new business > becoming an eCommerce manager.

How do you switch off?

I struggle! Watching live combat sports (boxing, MMA, Muay Thai), engaging in sport myself (football, gym, boxing) and spending time with family & friends.

What is your favourite podcast in 2025?

I have 4 podcasts I listen to regularly: FT News Briefing, Reuters World News, Times news Briefing & The Intelligence from the Economist.

Upcoming Event: Digital Superchats #16

Fun fact about you?

I was once hospitalised by a bear (Proof here).

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

What’s your proudest professional achievement to date?

My Masters Degree in Digital Marketing. Not necessarily the qualification per se and rather the fact we (my wife was instrumental) had 2 young children, my wife was pregnant with our 3^rd and I had an intense job at the time.

What is your favourite movie of all time?

Flash Gordon (1980). It reminds me of my childhood, Christmas and being carefree.

What 1 thing would you tell your younger self?

Delight in the small things of life. Sunny days, ice cream with the kids, small work successes, gym pb, etc.

 

 

 

 

How are you embracing AI in 2025?

If I focus on AI and its application to performance marketing; AI is enhancing idea generation, efficiency & scalability.

Examples include A/ Google AI for PPC bid automation > keyword mining. B/ Phi-4 > Meta Llama for SEO tasks such as auditing & clustering. Write Sonic > Copy.AI for content ideas.

As a consumer… what’s your favourite TV advert or social campaign at present?

Few campaigns stand out for me so far in 2025 (though the likes of Spotify Wrapped, Sprite’s #ThandRakr, Apple’s #ShotOniPhone & Duolingo Vs TikTok ban were good social campaigns).

The last impactful campaign that comes to mind was the Nike “Never Settle, Never Done” campaign from Wieden+Kennedy. Powerful storytelling showcasing grassroots > elite women football that was proven to impact+ visibility & engagement.

About Paul…

Paul has 25 years’ experience leading Marketing, Digital & Ecommerce. He was previously Director of Digital/ Ecommerce at Marshalls, Head of Marketing at Tesco Bank, Global Digital/ Ecommerce Director at PZ Cussons, led Digital marketing at the Co-op Group.

Paul has worked agency side (McCann, Havas, Bray Leino Yucca & Visualsoft) and client side with brands including Wickes, Laterooms, Distrelec, Intercontinental Hotel Group, Cash Generator, Stagecoach & Silverstone.

Paul is now Senior Director, EMEA Performance Marketing & Web eCommerce @ RS Group.
Connect with Paul on LinkedIn

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We catch-up with  John McCambley, Founder & Chief Producer at Marketing Masterclass Series, and find out how he accidently stumbled into a marketing career whilst buying a coffee, his connection with Jason Donovan and why he hasn’t read a book in years!

Why Did You Move into a Career in Marketing?

I actually studied a retail management degree and began my career with Sainsbury’s (part of their Graduate Management Training Programme). Upon completion of the programme, I was promoted to Department Manager and part of their first-ever management team in Northern Ireland at Ballymena Store.

Then one very cold and wet day, whilst grabbing a coffee…my marketing journey began. On the table was a magazine and I noticed a big tech company called Future Electronics were recruiting for Product Marketers at their HQ in Montreal, Canada. I ripped out the advert from the magazine, completed the paper application form via post (before the internet was big) and within 2-months, I was working in Canada.

It really all started here and the rest was history with opportunities opening up along the way…

How Do You Switch Off?

Since I quit smoking during lockdown, I started running and that has really transformed my life in a positive way. It is lovely at the end of a hard/stressful day to just put on a pair of running shoes and head-out for an evening run.

I also have really got into chess and play that loads during the day to keep me entertained. Naturally having two young daughters keeps me busy also, but I do like to try and do some stuff just for me each day (even if it’s just watching my favourite boxing YouTube Channel or an episode of Seinfeld before bed).

What Book Are You Reading Right Now & What was your first business book?

This sounds terrible, but as much as I do love to read, I have not read a book in years. If I do have time (just for me), I much prefer going to the gym, running, playing chess or even watching some  inspirational YouTube videos instead (anything fitness, food and sports related).

The first business book I ever read (at 17) was given to me by someone very special and influential in my life (My Uncle Billy). The book was called “What They Don’t Teach You at Harvard Business School” by Mark H McCormack.

What’s your Favourite Meal?

I’m a creature of habit, so if I was only allowed to have one thing for dinner…Chicken Curry & Chips or a nice steak with chips (rare).

For breakfast…When I pop over to Belfast to visit my dad, I always make a point of visiting my favourite cafe and having the same thing every time: scrambled eggs, bacon, tomatoe, toast and coffee.

What Inspirational Quote or Mantra Drives You Forward in Tough Times?

I have so many to chose from as I do love a quote/mantra to keep me focused at certain times. If I had to pick one for right now…Consistency Compounds. Sounds simple, but I do write this in my notebook every week (and I do mean every week) to remind me that all the repetitive and positive actions I do each day…they add up and make a massive difference to the end result.

Tell Us a Fun Fact About You

I played Joseph in a charity production of “Joseph and the Amazing Technicolor Dreamcoat “ in Belfast. I was 19 at the time and couldn’t sing (still can’t).

When I was asked to play this part, I had no idea what it was about or that I would have to practice every Monday night for 1 full year. I also didn’t know until much later that the previous 4 people turned it down…hence I became Joseph that year.

I played the role in front of 300 people on each of the two nights and I was so nervous and yet – Loved it!

What’s Your Proudest Personal/Professional Achievement to Date?

OK, I have to pick one…Becoming the first person in my family to go to university and graduate with a degree. Having grown-up with my mum…then in a children’s home…then a foster home…then back to children’s home… and then finally with my dad (when I was 11) …this was special.

I failed my 11-plus; I had to resit my GCSEs along the way, before ending-up with a BA. Hons in Retail & Distribution Management. A proud day for both my parents who were at my Graduation.

In terms of professional achievement…I guess doing what I am doing now. I started producing the Marketing Masterclass Series events ten years years ago and never imagined that I’d still be having so much fun each and every single day. It started with a delegate roster of zero and is now 5000 strong in 2025.

What’s One Thing You’d Tell Your Younger Self?

To answer this one in a different way, I think it’s more what I try and tell my daughters now (Heidi and Skye)…do the things you love, do the things that make you happy and ALWAYS try your best.

Be smart with your money along the way (Try and save more if you can). Also remember that kindness costs nothing.

What’s your favourite holiday destination that you’ve travelled to?

I loved living in Montreal, Canada for two-years and especially the post work activities that everyone took part in: Kayaking, white water rafting, skiing, watching ice hockey and getting to watch the Canadian Grand Prix (twice) as well as WWE.

Hamburg, Germany will also be a special place for me as I met my wife there, during my time working for Philips. Outside of that…I do love anywhere with a nice beach.

About John…

John is the Founder and Chief Producer at Marketing Masterclass Series (which also powers Digital Superchats & offline); the series is established as a reputable event brand operating within the digital marketing industry and attended by FTSE 100 organisations.

Former Head of Marketing (Product, Segment, Brand & Communications) with over 15 years’ ‘Big Brand’​ experience including: Sainsbury’s Supermarkets (UK), Philips (Hamburg, Germany), Future Electronics Inc (Montreal, Canada) and British American Tobacco (N.Ireland).

Expertise also includes leading the marketing departments at a number of industry-leading digital & consumer insight agencies (Stickyeyes & KPMG Nunwood) in UK.

♟️Play me on chess.com @BelfastJohno
🏃‍♂️Follow me on Strava at John McCambley

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We catch-up with Growth Society’s Founder Will Anderson, and find out how he balances a busy schedule between running multiple ecommerce brands, launching a new business and prioriting morning exercise!

Why Did You Move into a Career in Digital Marketing?

It wasn’t something that was signposted at school. I studied journalism and whilst I was at University it was clear everything was shifting online. I took a year out to launch an advertising business which started as a DVD then became a website.

My first corporate job was in recruitment helping build internal digital teams for brands like DFS and George.com. I was keen to learn more hands-on skills so I joined a digital marketing agency and haven’t looked back!

*You can catch Will at the Paid Media Strategy & Performance edition of Digital Superchats on Tuesday 14th January 2025, as he’ll be the Official Master of Ceremonies at the online event.

How Do You Switch Off?

Switching off is a bit of a challenge if I’m honest. Things that help – prioritise morning exercise, getting outdoors and enjoying new experiences with the family.

What Book or Audiobook Are You Reading/Listening to Right Now?

I’m currently reading The Art of Focus by Dan Koe, which I’m finding useful having recently launched a new business.

I also enjoy podcasts like High Performance for insights into the psychology of top achievers, and My First Million – interesting to see how entrepreneurs in the US are scaling brands.

 

What Online Advertising Campaign Has Impressed You Most Recently?

Liquid Death’s campaigns are great. Particularly because they sell the most basic of commodities – water. They compete against the largest brands with a brand personality that cuts through. It’s a good lesson for brands with smaller budgets.

What Inspirational Quote or Mantra Drives You Forward in Tough Times?

I don’t follow a specific quote or mantra, but in recent years, I’ve reflected a lot on my purpose and how I want to design my life. For me, it’s about reducing stress and complexity, creating memorable experiences with friends and family, and helping others along the way.

Tell Us a Fun Fact About You

I run multiple ecommerce brands. This might sound stressful but it’s something I enjoy and helps me advise other brands from a place of experience.

What’s Your Proudest Professional Achievement to Date?

Helping scale the performance marketing agency, Journey Further, from 3 founders to 200 specialists across the UK and US. My first day was at the founder’s house, brainstorming what we wanted to do differently with the agency. Seeing that vision take shape, working with a talented team and attracting some of the biggest brands was a great experience.

What’s One Thing You’d Tell Your Younger Self?

Travel the world when you’re young, perhaps instead of going to university.

If Your Life Were Made into a Movie – Who Would Play You?

I was into drama at school and took on the more eccentric roles. So I’d go with Jack Nicholson. He’d bring a unique edge to the role.

What’s the Biggest Opportunity for Digital Marketers as We Move Towards 2025?

For 2025, I’d say the biggest opportunity is embracing AI where it adds value. If you can learn how to use AI effectively then you can be 10x more effective.

About Will…

Will is the Founder of Growth Society, a growth consultancy focused on scaling ecommerce brands. Their advisors have led digital marketing at brands like Gymshark, Matalan and AO.com.

 

 

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In our 4th “offline” edition, we catch-up with N Brown Group’s Head of Performance Media Andrew King, and find out how he overcame his biggest fear; the book that has transformed his thinking and much much more! 

Why did you move into a career in digital marketing?

It wasn’t really planned! When I graduated from university I didn’t know what I wanted to do for a career. I moved to London and took an apprenticeship with an ecommerce startup called WorldStores, initially running their Amazon marketplace store. I’ve always had a strong head for numbers and after a year or so was offered a place on the PPC team. Back then it was all manual bidding and I spent a lot of time crunching numbers in huge spreadsheets as we sought to find the optimal bid for every possible keyword!

It was a great feeling to find something that I really enjoyed doing and that I was good at. I feel very lucky to have fallen into a sector that has offered me great opportunities to grow as my career has progressed and develop a skill set that is highly desired across nearly all forms of business today.

How do you switch off?

I love to read (more on that below!) and I love being a dad to my two young children. I am lucky to work for a business that supports working parents at all levels throughout the organisation, so I can be present when I’m with them and enjoy watching them grow up.

What’s your favourite book?

I’m not sure I can pick just one! Two books that have had a huge impact on who I am today (both personally and professionally) are Mindset by Carol Dweck and Atomic Habits by James Clear. I always recommend them both if people ask!

As I mentioned above, I love to read and find I can always find a book on whatever topic happens to be on my mind at the time. One of the key concepts in Atomic Habits is that of marginal gains, so I’m always seeking a new learning opportunity to see if I can gain some small improvement in an aspect of my life.

I really enjoy autobiographies too and often take a lot of inspiration from hearing the stories of others.

What’s on your watchlist (streaming services)?

I don’t watch a huge amount of TV outside of live sport. I’m a big Star Wars fan and really enjoyed watching The Mandalorian, so I hope there isn’t too long a wait for a new season of that!

What’s your favourite inspirational quote?

“Change is an opportunity to grow.”

Change can be uncomfortable to go through and nearly always arrives at the what feels like an inconvenient time. Whenever I am going through a difficult moment either at home or at work I try to remind myself that it is only temporary and that when I get through the other side, I’ll be better for the experience.

What’s your proudest professional achievement to-date?

Probably taking the stage at our colleague conference earlier this year and speaking in front of hundreds of people for the first time. I’m naturally quite introverted and about 20-months before I had turned down the opportunity to speak at a trading huddle on Black Friday as I was overcome with anxiety at the thought of talking in front of a large audience.

I wasn’t happy with the situation afterwards and decided it was something worth working on, taking baby steps at first before gradually over time standing up and talking to larger and larger groups (including at a friend’s wedding).

Eventually the opportunity came up to take part in the conference and I said yes. I was very nervous on the morning of (barely eating any breakfast which is not like me!) but I was well prepared and very proud when the moment came that I was able to do it!

What 1 thing would you tell your younger self?

Don’t be afraid to fail. When I was young I was often afraid to take risks and if I thought something would be hard or that I might not succeed, I’d find an excuse not to do it. As I’ve grown older I’ve thankfully been able to replace some of those unhelpful beliefs and embrace failure as a part of life and learning.

What’s your favourite holiday destination that you’ve travelled to?

It has to be somewhere warm, either by a beach or with a swimming pool. I loved Thailand but that was a long time ago now when I’d just finished university.

This year we went to France for our family holiday which was great (especially the wine and cheese!).

Japan is the next place I’d like to visit but I think we’ll wait a few years as I don’t fancy a 12-hour flight with a two-year old!

 

What’s the biggest challenge facing digital marketers right now?

It’s becoming harder and harder to accurately measure the impact of what we do. Ad platforms such as Google and Meta are excellent at putting ads in front of customers who are about to convert and then claim the credit for the conversion.

Building a measurement framework that tells you which of your marketing activities are driving the most incremental value is vitally important, but is highly complex and requires constant investment to keep up with the pace of change we see across the industry.

About Andrew…

Andrew has over 12-years’ experience working at client-side e-commerce businesses. He started out in a trading role before quickly moving into PPC as part of the fast-growing start up businesses, WorldStores and The Protein Works.

He is currently Head of Performance Media at N Brown Group in Manchester, where he oversees all biddable media across the group’s portfolio of brands. Connect with Andrew on LinkedIn.

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In our third “offline” edition, we catch-up with Beauty Bay’s Head of CRM Nicola Travis, and find why she thinks Sat Nav is the best thing ever, what she’s reading and her thoughts on the biggest challenge facing digital marketers right now!

Why did you move into a career in marketing?

It was actually a little accidental… I was working in sports and fitness, and then moved into sportswear, and learnt from the ground up in a small business. From covering every aspect of marketing there – website build, brochures and key accounts (including the Australian national team and a visit to Sydney in 2000!), I moved into an analytical role and developed a focus on customer marketing which very much appealed to my nature.

I would say my ‘why’ is based on the results we create, the insights we work from and the teams we work with. It’s great to be bringing impactful changes to brands and performance. I enjoy the variety that marketing roles allow – definitely learning new things in every single one – and always I hope keeping a practical, logical and developmental mindset as these are the aspects of marketing which appeal to me overall.

How do you switch off?

Usually very easily – its either exercise, fresh air, good friends, or fun times. And also spending time with my son – he once wrote some years ago in answer to a quiz including ‘what is your mum’s job’ the clear response ‘I am’….. so all clear on that!

It’s been full on this week particularly, so I am off to Ladybower Reservoir early doors tomorrow to trot round and clear the head.

What’s your favourite book (personal and professional)?

Today I would say The Hearts Invisible Furies by John Boyne, but on a different day I may say a Maggie o Farrell or a Jon Mcgregor book, or maybe the best is to come.

Professionally I loved Atomic Habits, Thinking Fast and Slow, and also a book called Showing Up, Making an Impact at work by Tim Robson which has a brilliant analogy around the fact that work is not school so we should behave accordingly – worth a read for the comparison of ‘show and tell’ at school to workplace meetings!

What music artist are you listening to the most in 2024?

Difficult one, as a Gen X’r my formative years are all DJs and mix tapes and not really artists so I still operate a bit like that! I am a huge fan of 6music however, saw Goldfrapp live most recently, and have the Sunsets / Chicane podcast playing a lot. This week though it’s about Barry Can’t Swim which seems to have stuck around my spotify list for some time!

What’s your favourite inspirational quote?

I have a huge collection….. literally a pinterest board full of them. The one at the top is ‘Trust the Timing of your Life’ which looks anonymous but is certainly proven.

Fun fact about you?

I have a total lack of sense of direction, can get lost in a shop, and therefore think Sat Nav is the greatest thing ever. Anyone who has ever walked with me to a meeting room in a large building knows this – and thanks to them all not for laughing.

I once walked into the wrong floor in a large building and wondered where on earth my desk had gone – literally, no spatial awareness at all. I lose my car in every carpark, don’t ever ask me for directions. Is that fun?? I’ve run several marathons and one of the reasons its relaxing is because I am out and about without having to navigate – I’ve been asked so many times where a route is, and I’m always clear – I won’t be leading, so I don’t need to know! Ladybower is a loop by the way so I’ll be ok tomorrow, but running round a reservoir is definitely a don’t get lost tactic.

What’s your proudest professional achievement to-date?

Good question – and I thought about some of the projects, business growths, and customer impacts I’ve been proud of, but then settled on the team and people celebrations that have been the most rewarding. Where team members have grown and developed, and seen their own progress and achievement, and where colleagues have referenced how they’ve benefitted from our time together and enjoyed it – there are a few specific cases that make me very happy over my CRM  / Marketing years, I have a little collection of notes from team members that makes me very happy.

What 1 thing would you tell your younger self?

See inspirational quote! I’d also tell myself travel more I think, that’s my aim just now anyway.

Living in the countryside, City or by the beach?

Beach all day long.

What’s the biggest challenge facing marketers right now?

I think the landscape just changes all the time. Right now it’s all post covid, fragmented media, privacy changes, competitive markets, cost of living and so on, but we’ve already dealt with channel proliferation, Brexit, GDPR, and a whole host of macro challenges. I think we have a responsibility to accept, and expect challenges – and work onward with good spirit!

About Nicola…

Nicola has 24 years of experience across Marketing and eCommerce and has developed customer marketing solutions both in  retail brands and in data agency – working across multiple verticals as a Client Director at More2 and The Tapestry Agency,

Establishing and growing key customer metrics in house at retailers like Matalan, The Fragrance Shop, and currently Beauty Bay, her work has developed loyalty programmes and CRM technology for key impact in Customer Director and Head of CRM roles. Connect with Nicola on Linkedin.

 

Feature in offline

 

Feature in offline

 

 

In our second “offline” edition, we catch-up with Sosandar’s  former eCommerce Director Dane Stanley, and find out his connection with Star Wars, how he switches off, his advice to digital marketers…and much much more!

Why did you move into a career in digital marketing?

I consider myself very lucky as it was largely through opportunity rather than design. After a very brief time in business development (I was a terrible salesperson) I landed my first marketing role with Phones 4u. It was a highly entrepreneurial environment and at the time the website was little more than a store locator. One of my first projects was to launch a transactional website and put in place the digital marketing to support what was at that point, the UKs fastest growing high street retailer. It was a fantastic ‘learning by doing’ environment, and very result focussed, which laid the foundations for the next 25 years.

How do you switch off?

I’m a recently retired age group triathlete. The retirement means I no longer need to punish myself in a swimming pool 4 times a week, but I still enjoy getting out around the Peak District on my bike and doing the odd run.

I’m also finding getting frustrated on a golf course being a great way of switching off.

What’s your favourite book? 

For those who know me this may come as a surprise personally it’s Wuthering Heights. I first read it as part of my English A-level and I still love it just as much. Heathcliff has his flaws (don’t we all) but he is such a compelling and complex character.

Professionally (and it’s tenuous) is “Start at the End” by Dan Bingham. A great story of setting goals, designing process to achieve them and the continuous search for improving.

What’s on your watchlist (streaming services)?

I’m currently binging Top Boy (yes, I know I’m behind the times) and looking forward to starting the next series of Slow Horses.

 

 

What’s your favourite inspirational quote?

It’s less of a quote and more of a mantra. “Relentless forward progress”. My triathlon coach kept that front of mind whilst racing Ironman, but it works in every situation where ‘it’, whatever ‘it maybe, seems difficult. Breaking challenging goals down into smaller, less daunting tasks allows you keep moving forwards, whether that’s a professional objective, or putting one foot in front of the other after 10 hours of racing.

Fun fact about you?

My middle name is “Luke” as my dad was watching Star Wars at the cinema when my mum went into labour J It could have been worse I guess…Dane ‘Darth Vader’ Stanley anyone?

What’s your most proud professional achievement to-date?

It would be easy to talk about the likes of launching Missguided or online banking service for SMEs, building the foundation for digital transformation at the Co-op group, delivering award winning campaigns such as the Baddie Winkle collaboration at Missguided, or building an online customer experience that allowed Slater and Gordon to be the first legal brand to retain the top position in the legal services Top 100 brands.

However, I’m prouder of the teams I’ve been able to build and the people I’ve hopefully helped to develop, and seeing those people to go on to have success.

What 1 thing would you tell your younger self?

Whatever you are doing, enjoy the journey and not just the result.

What was your favourite memory/experience from watching the Olympics?

I loved seeing Alex Yee claim the triathlon gold medal in thrilling fashion, a real demonstration of never giving up, giving yourself a chance and making what seems impossible happen.

 

 

What’s the biggest opportunity that digital marketers should make the most of?

There are so many, and the risk is that focussing on too many dilutes your effectiveness. The magpie mentality (“ooooh look, shiny new tech / service”) is all too common in our industry.

So, getting the basics right represents the biggest opportunity.

Understand your customer and challenge your assumptions about them. Understand what they want, and how your product and service meet than need. Know your points of parity and what makes a difference that would encourage customers to choose your brand rather than a competitor. Get close to the metrics that underpin your businesses performance and test how they can be improved (continuously!!!)

“Digital” is just a lense to achieve the above.

What’s your personal favourite brand?

I’m a massive fan of an organisation I was lucky to work for, the Co-op Group. It’s beliefs have kept it relevant since 1863 and as a brand, it lives its purpose every single day. I’ve loved seeing it’s rejuvenation in recent years and I really hope that continues.

About Dane…

Dane has 25 years of experience across Marketing and eCommerce and has a track record covering a variety of sectors including retail, financial and professional services across the globe.

He has driven both growth and transformation with brands such as Santander, Nationwide, Travelex, Co-op Group, Missguided, In The Style and Slater and Gordon. Most recently he was eCommerce Director at Sosandar. Connect with Dane on Linkedin.

 

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In our very first “offline” edition, we catch-up with Oak Furnitureland and Monsoon’s former Head of eCommerce Jaime Hill, and find out what’s on her streaming list, favourite book…as well as what advice she would give her younger self.

Why did you move into a career in digital?

I fell into it. Wasn’t my chosen career path, but it was a natural progression from the offline marketing I was doing at the time, and I grabbed the opportunity as it arose. Soon found I really enjoyed it and was pretty good at it to boot.

How do you switch off?

Exercise. Only way I can switch off. I literally focus on nothing but what I’m doing. Great for stress relief too. My preferred exercise is running, or weightlifting.

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What’s your favourite book (personal and professional)

Personal: No current favourite, but I’m very partial to Nordic crime – Norwegian and Icelandic at the moment. Professional: Today it’s Emotion by Design by Greg Hoffman or Creativity Inc by Ed Catmull, but it changes daily.

What’s on your watchlist (streaming services)?

Disney: Young Woman at Sea, Lance, Grey’s Anatomy, Free Solo

Netflix: Emily in Paris, Unsolved Mysteries, Sprint, The Umbrella Academy, Mountain Queen

 

What’s your favourite inspirational quote?

“The question isn’t who is going to let me; it’s who is going to stop me.” By Ayn Rand.

Fun fact about you?

I used to be a very good track athlete in my youth, ranking 4^th Nationally in my age group for multi-events. I’m also a PADI qualified scuba diver and can ride a motorbike.

What’s your most proud professional achievement to-date?

Too many to mention, but they range from campaign achievements, to building successful teams, to launching new features & functionality, to achieving tough financial targets. There’s at least one thing from each role I’ve had that I can be very proud of!

What 1 thing would you tell your younger self?

Don’t let anyone tell you that you can’t do something, work hard and find a way to do it, to get what you want.

What’s been your favourite Olympic Event from Paris 2024?

Women’s 800m final, my old event! Closely followed by the Men’s 1500m final and the Sport Climbing.

 

 

 

What’s the biggest opportunity in digital right now?

Customer experience, leading to loyalty. Too many brands are missing a trick to retain customers by not focusing on improving their overall customer experience. Too often they focus on the experience, or parts of, to obtain a customer, but don’t think about joining up the journey once they become a customer and often neglect them.

And anything involving data – too many organisations have data in too many places, not always accessible or usable by those who need it. Once you have a clear understanding of your data, and therefore customers & their behaviours, you are in a better position to both attract and retain customers with various initiatives. Dirty data means bad decision making and costs you money. And in the case of AI, dirty data can lead to bias and poor experiences.

About Jaime…

Jaime has over two decades of experience as a Marketing & Ecommerce professional with a successful track record leading teams and developing strategy to transform organisations’ digital capability and channels to market.

She has had success in roles at brands including Avis, Barclays, Dairy Crest and Oak Furnitureland, and across a wide range of B2B and B2C vertical markets. Most recently, Jaime was Interim Head of Ecommerce & Trading at Monsoon.

A graduate of the Institute of Digital Marketing and qualified Executive Business Coach, Jaime’s professional passion is for making life easier for the customer at every touch point. Connect with Jaime on LinkedIn