Amanda started her career at a full service recruitment advertising agency called aia digital as an account executive on their graduate scheme. This role exposed her to media planning, buying and the creative process from start to finish for a range of big clients. She then moved into travel and worked at Travelbag in their small marketing team, delivering integrated campaigns in a highly tactical environment.
Since then Amanda has worked at BA Holidays and TUI UK & Ireland, where she is now. At both companies she managed partnership promotional activity, but more recently moved into retail and local marketing at TUI UK & Ireland. Her previous GM position focused on the 700-strong shop network and a key project in 2013 was the launch of their first Holiday Design Store at Bluewater in Kent. At the end of 2013 Amanda’s remit extended to include national campaign creation and delivery for Thomson and First Choice.
Why did you choose a career in marketing?
Marketing is so fast paced and deadline driven, but it’s what makes me tick. I love the adrenaline of delivering complex projects or campaigns into market and the excitement of seeing the results is fantastic. I also enjoy the creative process and there’s nothing like receiving a response to brief that ticks all the boxes and gives you something special that you know will create an impact.
What do you think makes a successful career in marketing?
I think you have to be a fantastic multi-tasker, you have to be super organised and you have to be an effective communicator. It’s all about influencing and relationship building, so it goes without saying that you have to be a people person with the drive and commitment to deliver in the most challenging of situations. You also have to embrace change as nothing stands still!
And who is a great example of this?
Any Marketing Director at the top of a big business, like TUI. I find it extraordinary how my manager (Jeremy Ellis) continues to drive our multi-faceted team of over 160 marketers forward within a complex, ever changing business where marketing investment is regularly challenged.
What do you think are the main challenges facing marketers today?
The main challenge is keeping up with innovation and changing media consumption habits. The proliferation of channels over the last decade has been staggering and having a detailed understanding of the vast range of disciplines within marketing feels unrealistic today.
How do you keep up with constant stream of innovation in marketing comms?
I ensure I am an active consumer of media and advertising! I try to integrate it into my everyday life so it’s a natural thing, but really it’s about putting the effort in to ensure you’re exposed to all the noise out there.
How does this impact your relationship with agencies?
We need our agencies to share their knowledge, to download to us and keep a constant stream of dialogue running about innovation and new ideas. It’s hard when BAU is so consuming, but we rely on their expertise and really enjoy debating new initiatives or hearing case studies from elsewhere.
How do you know if you’re getting the best from your agencies?
A good relationship is important to create a feeling of collaboration. I love working side by side with the agency and delivering a campaign together, sharing the highs and the lows. I consider proactivity to be a real defining factor and this contributes to the ideal for me. Even if a brief isn’t out there at the time, it’s great to receive ideas and plans that show the agency are always thinking about our brand, even when we’re not asking them to.
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