Marketing is fundamentally about two things. Driving demand so a business can grow. And genuinely connecting with people. I adore being able to do both.

I was first introduced to Marketing (with an uppercase M) at University. Finally a topic that let my data-driven analytic side and my deeply inquisitive and creative side mesh harmoniously. I was immediately hooked.

Truly powerful and evocative marketing is able to uncover a deep insight and then transform that into a product, a service or a message that connects and moves people to think or act differently. As a Mom, I still tear up at the Procter&Gamble Olympic TV ads.

Early in my career I was drawn to marketing that had a focus in data. Data gave me a starting point. Data gave me a way to build out discrete segments. Data gave me a way to test, learn, optimize. Data gave me a way to build a profile of individual customers and market to them as individuals. What was formerly Direct Marketing has morphed into a wide world of Digital strategies and tactics but the fundamentals haven’t changed.

Learn as much as you can about your customers and find a relevant and compelling way to earn their attention, build their trust and create an element of loyalty between them and us.

The channels may have grown in diversity and complexity but those objectives remain the same.

I’ve had the good fortune to have worked in Africa, Europe and Canada and that broad exposure has honed a set of key skills and attitudes that I bring to every engagement.

People-centric : Marketing is about people. The people we’re trying to touch with our marketing efforts but equally the people we work with every day inside an organization. I’m tenacious about trying to find an interesting way to connect with consumers and prospects. With client’s I’m recognized as a deft negotiator and seasoned partner who wants them and their business to succeed. Equally my team - whether in the office or spread across the globe - can count on me to communicate well, roll up my sleeves and be an active listener and contributor at all times. I’ve been asked to act as a mentor numerous times and that has been one of my proudest accomplishments - being able to help a colleague grow and flourish.

Data-driven : My roles have often required an acumen for, and deep appreciation of, data - check out my resume for numerous examples. That has meant working tirelessly to ensure we’re using the right data to inform our work but also working to ensure we’re learning from that data, refining what we do and optimize, optimize, optimize. I’m always happy when I’m swimming in a sea of data and trying to build a business case or refine a campaign.

Curious & creative : As marketing has evolved, so has the need to keep my skills and perspective current and topical. If the past was about understanding databases and direct, today’s marketers need to utilize Design Thinking, think in terms of Customer Experience and ponder the merits of new social channels. I’ve kept my skills current with an ongoing commitment to courses (CMA, IDEO etc) and then practically applying those new skills as often as I can. With the speed of change, standing still is not something any marketer can afford to do.

Financial acumen : A core requirement of many of my roles has been rigorous financial management. From building business cases for investment to studiously understanding the return on individual campaigns, I’ve had to become a budgeting master. Being responsible for allocating a $14MM budget across a multi-channel annual communication program isn’t for the feint-of-heart, or someone who can’t bend Excel to their will. Financial acumen remains a critical skill for any serious marketer who has to manage (declining) budgets under the pressure of ensuring (increasing) returns.

Optimistic : Marketing remains the only function that can help an organization grow. Done right, we create demand and, if we do our jobs right, recurring revenues and returning customers. That’s a high benchmark but, over the years, I’ve found that operating from a place of optimism and confidence is the surest way to galvanize a team and create a “can do” attitude. Let’s be clear, if you’re not having fun and constantly learning why bother.

Great marketing is always stronger and more successful when it is purposeful, has an opinion and makeS a real human connection.

The same IS TRUE for great marketers.

I look forward to connecting with you to understand how I can help your organization.

Lynsey