summaryIn this conversation, Cherry Tian shares her journey into marketing, detailing her early passion for advertising, her transition from agency roles to client-side positions, and her current work at Workspace Group. She discusses the challenges and successes she faced in various industries, including eBay and banking, and emphasizes the importance of brand building and customer insights in her current role. Cherry also highlights the balance between short-term performance marketing and long-term brand strategy, offering insights into effective collaboration with agencies and internal stakeholders. In this conversation, Cherry Tian and Fiona Sherwood discuss the importance of measurement alignment in marketing, the differences between performance and brand marketing metrics, and the role of messaging in brand strategy. They explore the integration of AI in marketing, its potential to enhance creativity, and the future of AI in the industry. Cherry shares valuable advice for aspiring marketers, emphasizing the importance of experience over brand names and the non-linear nature of career paths.

takeaways

• Cherry always had a passion for marketing from a young age.

• Transitioning from agency to client-side roles can be challenging but rewarding.

• Brand transformation is crucial in competitive markets.

• Freelancing offers unique experiences but can lack fulfillment.

• Building a brand requires deep customer insights and understanding.

• Trust and communication are key in agency-client relationships.

• Balancing short-term and long-term marketing goals is essential.

• Education of stakeholders is important for brand building success.

• Measurement frameworks help align marketing goals with business objectives.

• Understanding customer needs is vital for effective marketing strategies. Building alignment in measurement helps future conversations.

• Marketing teams should drive performance indicators.

• Brand metrics require time to grow and should be tracked carefully.

• AI is transforming the creative process in marketing.

• It's essential to understand the incrementality of brand activities.

• Messaging consistency is crucial for brand identity.

• AI tools can enhance creativity but won't replace human input.

• Experience and skills are more important than brand prestige.

• Smaller organizations can provide broader learning opportunities.

• The future of marketing will involve AI-driven product recommendations.

titles

• From Ads to Strategy: Cherry's Marketing Journey

• Navigating the Marketing Landscape: Cherry Tian's Insights

• Building Brands: Lessons from Cherry Tian's Career

• The Art of Marketing: Cherry's Professional Evolution

Sound Bites

• "I had a really fun few years there."

• "I thought that could be quite exciting."

• "There's a real brand awareness challenge."

• "You drive what those indicators are."

• "Brand metrics don't grow quickly."

• "AI is a hot topic for sure."

• "AI won't replace human creativity."

• "The potential is huge with AI tools."

In this conversation, Christine Baltas shares her extensive journey in B2B marketing, highlighting her transition from graphic design to marketing within the real estate and professional services sectors. She discusses the importance of understanding different business models, the role of storytelling in marketing, and the unique challenges faced in complex sectors. Christine emphasizes the need for marketers to adapt to new media and stakeholder dynamics while maintaining a focus on commercial goals and relationship building.

Fiona Sherwood and Christine Baltas discuss innovative advertising techniques like augmented reality, the importance of sustainability and authenticity in marketing strategies, and the critical role of trust in building relationships with clients. They discuss the integration of technology in marketing, the essential tools for success, and the impact of AI on workflows and creativity. The conversation concludes with insights on future trends in marketing, emphasizing the need for authenticity amidst technological advancements.

• Christine's journey into marketing began unexpectedly from graphic design.
• Each role in her career has contributed to her marketing expertise.
• B2B marketing requires a deep understanding of client relationships.
• Storytelling is essential in making complex topics engaging.
• Video content is becoming increasingly important in marketing strategies.
• Marketers must understand the business model to drive effective strategies.
• SEO is a long-term strategy, not a quick fix for leads.
• The importance of adapting marketing strategies to different stakeholders.
• Creativity in writing can make legal topics more engaging.
• Advertising remains relevant and is evolving with new technologies. Augmented reality advertising is an exciting innovation.
• Sustainability must be authentic to avoid greenwashing.
• Building trust takes time and requires good listening.
• Success metrics should include both hard and soft data.
• Digital selling is crucial for modern marketing.
• Quality of data is essential for effective marketing.
• AI can enhance workflows but should not replace creativity.
• Marketers need to stay curious and embrace new technologies.
• Authenticity is key in a tech-driven marketing landscape.
• Future marketing will balance technology with human connection.

In this conversation, Leilah King-Gotlib shares her journey into marketing, emphasizing the importance of understanding consumer behavior and the role of data in driving marketing success. She discusses her career experiences, the significance of cross-functional collaboration, and offers valuable advice for aspiring marketers. Leilah also highlights the need for a balance between immediate growth and long-term brand building, stressing the importance of aligning marketing functions with business objectives. In this conversation, Fiona Sherwood and Leilah King-Gotlib discuss the evolving landscape of marketing, emphasizing the importance of unified messaging, quality metrics over vanity metrics, and the necessity of interdepartmental collaboration. They highlight the role of continuous education in marketing, the strategic setup of MarTech stacks, and the agility required to pivot marketing strategies in response to market changes. The discussion also delves into the impact of AI and synthetic data on marketing practices, and the increasing value of human skills in a technology-driven environment.

takeaways

• Understanding consumer behavior is crucial in marketing.
• Data should be at the heart of marketing strategies.
• Cross-functional collaboration enhances marketing effectiveness.
• Aspiring marketers should prioritize commercial understanding.
• Qualifications in marketing provide a strong foundation.
• Avoid specializing too early in your marketing career.
• Reflect on your career to identify your value and strengths.
• Building trust with stakeholders is essential for marketing success.
• Marketing functions should be aligned with business goals.
• Continuous learning and adaptation are key in the evolving marketing landscape. Unified messaging is crucial for team coherence.
• Quality metrics should take precedence over vanity metrics.
• Building relationships across departments enhances collaboration.
• Continuous education is vital for marketers to stay relevant.
• A fit-for-purpose MarTech stack is essential for growth.
• Agility in marketing strategies is necessary for adapting to change.
• AI tools are improving efficiency in marketing processes.
• Synthetic data has the potential to democratize market research.
• Human skills will remain important in a tech-driven marketing landscape.
• Commerciality is key to demonstrating marketing impact.

In this conversation, Fiona Sherwood and Michelle Boland discuss the journey into marketing, career growth, and the importance of building effective marketing teams. They explore the challenges and opportunities in the marketing field, emphasizing the need for training, risk-taking, and aligning marketing strategies with business goals. Michelle shares insights on team structure, performance metrics, and the significance of continuous learning and development in the marketing profession. In this conversation, Fiona and Michelle delve into the critical aspects of learning and development within teams, the transition from management to leadership, and the importance of hiring for both attitude and skills. They discuss the value of apprenticeships and the transformative role of AI in marketing, emphasizing the need for marketers to embrace technology while maintaining a focus on customer engagement. The conversation culminates in insights on building resilient marketing teams that balance individual and organizational needs.

Takeaways

• Michelle's entry into marketing was accidental, highlighting a common theme in the industry.

• The importance of gaining experience in big brands early in one's career.

• Training and continuous learning are crucial for new marketers.

• Building a marketing team requires understanding the company's strategy and needs.

• Generalists are essential in the early stages of team building.

• The ideal marketing team size is between seven and nine members.

• Performance metrics should align with business goals and revenue generation.

• Learning and development should be a priority for marketing teams.

• Balancing in-house and agency resources is key to success.

• Marketing is a collaborative effort that requires alignment across teams. Always include an L&D budget in your mainline budget.

• A lack of interest in learning is a red flag.

• Team dynamics can be influenced by personal challenges.

• Transitioning from manager to leader is a significant challenge.

• Hiring for attitude is as important as hiring for skills.

• Apprenticeships can bring fresh ideas and valuable skill sets.

• AI can enhance marketing processes and creativity.

• The future of marketing will focus on customer engagement.

• Marketing should not be reduced to just social media.

• Balance between team needs and business needs is crucial.