Senga Kean - Director of dodio-The Do Studio
Did you always envisage a career in the Marketing and Media Industry?
Not at all. When I was younger I actually wanted to be a vet. I’ve always been interested in people though, which naturally led me into marketing in the end. I was fascinated by the psychology behind why people connect with certain brands, campaigns or ideas, but equally loved the creative side of marketing too, which is probably why I’ve stayed in the industry for over 20 years.
Studying for my Business and Marketing BA really solidified that interest and confirmed that marketing was the right career path for me.
What has been your career path so far?
I’ve worked across both corporate and agency environments for more than 20 years. Earlier in my career I worked in marketing roles with Stagecoach and SCS, and also spent time working for Empire Theatres in Toowoomba, Australia before co-founding dodio in 2015 with my husband Chris.
Over the years my role has evolved quite a bit. What I enjoy most now is the strategic side of marketing – understanding organisations, identifying what’s holding them back and creating plans that deliver meaningful impact.
A lot of the organisations we work with are purpose-led businesses, charities and education providers doing important work behind the scenes. Helping them communicate that more effectively is a big part of what keeps me motivated. I also really value the mentoring, workshop and training side of the role to help empower and educate others.
I believe creating a genuine culture of learning is really important too, both within our own team and for the organisations we support. Marketing changes so quickly that curiosity, adaptability and continuous learning are essential.
What have been the biggest challenges you have faced so far?
One of the biggest challenges can be getting clients to think about their audience’s needs rather than simply what they personally like. Strong marketing and branding should always start with the audience and what resonates with them.
I’ve also learned that running a business involves a lot more than just the part you’re naturally good at. Marketing comes naturally to me, but accounts, HR, legal, operations and everything else that comes with running an agency has definitely been a learning curve… as is working with your husband every day!
Who do you respect most in your industry?
I respect people and brands that lead with integrity and consistency rather than ego. I admire the people quietly doing good work, building strong relationships and creating businesses with genuine values behind them.
Which fictional media character can you most relate to?
Hmm… this is a difficult one, but perhaps AFC Richmond owner, Rebecca Welton from Ted Lasso. She’s fierce, loyal and stands tall in a male dominated industry, while being genuinely caring about her team and the people around her, something I relate to both professionally and personally.
What is your greatest strength?
Communication and connection. I’m good at bringing people together, asking the right questions and helping turn what can appear to be complex at first into something clearer and more manageable.
What is your biggest weakness?
I care about the work and the people involved in it, which sometimes means I struggle to switch off properly. I’m also guilty of wanting to support every good cause or community initiative that comes my way.
What has been your proudest achievement?
Having the courage to go all in and start a business with my husband despite already having a strong career path is something I’m incredibly proud of.
Building dodio into a thriving agency that’s still growing after 10 years has allowed me to create a life that accommodates the things most important to me like volunteering, fostering dogs, spending time with family and having more autonomy over how I work and live.
What are your future career aspirations?
To continue growing dodio sustainably while staying true to what makes us different. Personally, I’d like to continue developing the consultancy and mentoring part of my role, particularly within the education and charity sectors, because that’s where I feel I bring the most value and where I can have the biggest positive impact within the wider community.
What is the best piece of business advice you have been given?
Learning that it’s ok to say no to work, clients or opportunities that don’t align with your values or the type of business you want to build.
Earlier in my career I felt pressure to say yes to everything, but over time I’ve realised the best relationships and work come from genuine alignment, trust and shared goals.
How do you see your industry evolving in the next 10 years?
AI will continue to transform the industry and automate a lot of production-based marketing activity. But I actually think that will make human skills even more important. Strategy, creativity, emotional intelligence and trust will become bigger differentiators as more content becomes automated.
We’re already seeing lots of very similar AI-generated content that risks switching audiences off from brands completely. The businesses that succeed will be the ones who truly understand who they are and communicate that clearly and authentically.
How do you like to unwind?
Any type of exercise is usually my go-to. Hiking in the fresh air is probably my favourite, along with paddleboarding and wild swimming when I’m feeling brave enough.
I’m also trying to get back into running… although currently I’m still at the “thinking about it” stage.
dodio.co.uk