Pivoting industries in a pandemic with UTS Business Society

Director Emma Reeves joins fellow panelists Lisa Leach and Jacquie Potter to discuss “Pivoting Industries in a Pandemic” with UTS Business Society. Marketing and Advertising students are provided first hand insight into the trends and challenges happening in the industry today.

Emma sat down with moderator Joanna Drewe before the session.

Tell us about yourself, role etc (current position, career journey etc)

I currently run my own marketing consulting company. I started the business approximately two months ago. I have always wanted to start my own business and during COVID-19 I was forced to reassess where my career was headed. I handed in my resignation and the following day registered my company.

Prior to Excelerate Marketing I worked for and with a variety of companies largely in the financial space. My experience working for a comparison website (RateCity), global small business lending company (OnDeck) and media agency (Optimise Media) provided me with the learning and experience to go out on my own. I realised quite quickly a need in the market, which wasn’t being attended to. I simultaneously acknowledged how my unique skillset and network could be leveraged to help these businesses feeling overwhelmed with their marketing strategy.

What is your typical day in a life and the key tasks that make up your day? 

For me it’s about ensuring my clients are seeing value from their marketing strategy. Right now, my day involves managing projects, taking client calls, having new business discussions and developing processes and strategies for my own company.  

What do you believe to be the biggest challenges/hurdles that you've had overcome so far in your career? 

The biggest challenges are being resilient and adapting to change. You also need to know when to pivot, double down or pull back. As I’ve progressed to new organisations, in roles with greater responsibility, I’ve needed to improve my ability to look at the big picture. For someone who is very detailed orientated it doesn’t come naturally. That’s why relationships and partnerships are so important – because they provide fresh insight and perspective.

In 2020, we are faced in the midst of great workplace changes. How has your role adapted due to Covid? 

In February 2020 I took a position at a media agency. I was brought on to manage new business and existing accounts. Being reduced to two days in April, once COVID-19 well and truly arrived, gave me more time in my personal life, but it was not going to help me reach my financial or career goals.

I started to realise how the growing acceptance of working remotely could work in my favour with starting a new company. It would reduce barriers with new clients and also help me access the talent of highly regarded industry professionals, who now had the flexibility and capacity to take on new work.

What do you believe to be the most dramatic changes that the marketing/advertising industry as a whole is currently experiencing? 

I believe the biggest impact right now is the advancements in technology around data driven personalisation. This is changing the way businesses think about the mediums to use to access their target audience. In the current environment for example; data collection is now anticipated and widely accepted when we do something as simple as go to the pub for a feed. We expect to have to leave our information before we’re able to enter. Where that data goes and how it is used however, is not our common knowledge. There are plenty of instances where we’re not aware of what data we’re giving and how we’re being tracked.

Which areas of the industry (e.g. market research, PR, marketing strategy etc) do you believe offers the greatest value and opportunity for graduating students?

With all my clients I work on leveraging data and insights to constantly optimise their marketing strategy. Businesses need to understand where their customers are and how to reach them. If they don’t, it’s like standing in a clear perspex box trying to grab cash with a blindfold on. Firstly, everyone on the outside can see you don’t have a considered, consistent approach and secondly you don’t know where your highly valued customers are.  Market research and strategy go hand in hand.

If you could give any advice to a graduating student cohort about to embark on a career in your industry, what would you tell them?

Stay true to your values and your career will find you. The six-figure salary is great but will you feel fulfilled? Think about what motivates you, what you want to achieve and where your skillsets lie. A great manager once said to me, 80-90% of your role should be your strengths; if it isn’t then it isn’t the right role for you. Being challenged is important but so is feeling accomplished and you can’t feel that way if you’re drowning in work that you’re not set up to succeed with.

In addition, never underestimate the importance of a conversation. Building relationships is key. NETWORK NETWORK NETWORK!

Is there a conversation or advice you've received in your career thus far, that has posed the greatest significance on who you are today? 

Earlier this year I listened to a great audio book – Everything is Figureoutable by Marie Forleo. In this book she talks about progress not perfection and that purpose fuels persistence. In a nutshell it’s up to us to choose our mindset. This advice helped prepare me to take a leap of faith when starting my company.

Finally, what's next!  What do you believe to be the key industry trends and forecasts for the next 5 to 10 years? 

I think if 2020 has taught us anything it’s that nothing is certain, but the commitment to evolve, adapt and succeed has never been more prevalent. I believe businesses will continue to think about new ways to market and tap into audiences and resources previously out of reach. The technological advances our society has made in the last few decades has meant the access to great talent is now widely accessible.