"My passion as a Communications Manager in the NHS stems from a deep commitment to making a difference. It's more than a job - it's a purpose-driven journey" - Laura Keen, External Communications and Marketing Manager
Veronica spoke to Laura about using the CIM’s master’s level qualification to advance her marketing knowledge and leadership skills. This was an eventful period in her life for many reasons, including the arrival of baby number two, graduation, and a promotion.
What was your journey into the NHS?
After university, I spent a few months working for an agency at the Home Office, where I eventually secured a permanent role in the ‘comms’ department. Working in the public sector was rewarding, so when a role at the Fire Service came up, it felt like the right next step. While I enjoyed working in that sector, my real passion was the NHS, so I was naturally drawn to an opportunity at North Tees and Hartlepool NHS.
As a senior comms and marketing officer, I had my first opportunity for post-grad educationthe PG Certificate in Health Communications. The application process was competitive, but securing my place on the course reassured me that I could do it. I gained an in-depth understanding of the behaviours and knowledge required to effectively engage, involve, and communicate with the public about health matters. I was able to take this learning back into the workplace, and it really boosted my confidence, particularly around consultation. A few years into the job, an opportunity came up much closer to home at Northumbria Healthcare.
What prompted you to pursue further professional development with nesma?
Although this was a level transfer, it was the right move for me and my family at the time. It’s an incredible organisation to work for, with genuine investment in staff professional development. Once in post, I researched the courses at nesma. After meeting with Veronica, I decided that the CIM Marketing Leadership Programme (Level 7) was the right choice of qualification for me.
Working through the CIM Marketing Leadership qualification has been invaluable. Although communications and marketing management in the health sector are incredibly exciting, we work in a complex, fast-evolving environment. Constantly juggling these questions, how do we use patient stories to drive behaviour change and empower the public to manage their own health? How do we quantify what we do and demonstrate the impact we can have on the organisation’s overall strategy? How do we overcome our biggest challenge of bridging our work into the overall strategy and demonstrating that we are the important thread that runs throughout?
How do you feel about it now that you have graduated?
The CIM Marketing Leadership qualification combines marketing acumen with advanced leadership proficiency, providing the tools and insights needed to excel in strategic roles. As an External Communications and Marketing Manager, this qualification empowers me to craft impactful strategies, lead confidently, and drive meaningful change. It bridges the gap between marketing theory and practical leadership, enabling me to make informed decisions, inspire my team, and enhance communication efforts that resonate with diverse audiences. This qualification is not just about career growth – it’s about making a lasting impact in my role and within the organisation.
How relevant was each module to you?
The first module, Contemporary Challenges, was really useful as it encourages you to bring ‘real’ work-based scenarios to the table and use the framework to produce a workable strategy. The second module, Leading Change, was a great opportunity to reflect not only on the organisation but also on my role as a leader and how I might influence and effect change. For the final module, I chose to focus on sustainable transformation in marketing, and this was a brilliant opportunity to reflect on myself and my personal development plan.
How did nesma support you through your learning journey?
Veronica and the team were supportive and available to answer any questions whenever needed. I was given the autonomy to set the learning pace, which is valuable when you have such a demanding dayto-day role. I ended up going into labour just before the final submission date! The team secured an extension on my submission deadline, which was a huge relief and another nod towards just how the course can flex around your personal needs. In the end, I secured a distinction, which I was really delighted with.
What was your biggest takeaway from this experience?
It’s not just about your learning journey; you must bring the learning back into your workplace to ensure its valuable. I used the knowledge gained to improve my own area of work, using the theory to write an effective marketing strategy for one of our commercial arms. After successfully completing the course’s second module, I was also delighted to secure a promotion at work.
“Continued professional development keeps your skills relevant and interested in your role. It also gives you the confidence and kudos to lead from the front and challenge where necessary.”
What would you say to someone reading this considering the CIM Marketing Leadership Programme?
Set yourself a real challenge for 2025 and go for it. It will re-ignite your passion for the day-to-day and give you some food for thought about your future.
Whether you aim to refine your strategic thinking, stay ahead of industry trends, or become a more effective leader, this programme provides the tools, insights, and network to help you succeed. Contact Jen at 07734 222 254 or email hello@nesma.co.uk