Jane Imrie - Founder & Director, Tyger Comms
Did you always envisage a career in the Marketing and Media Industry?
I always wanted to be a writer ever since childhood, and I did study Media & Cultural Studies at university, so I think in some sense I did always envisage this career.
Back when I was in education though, marketing looked so different. Social media was in its infancy, and lecturers were still talking about concepts like the ‘global village’ and ‘new media’!
What I did always know is that I wanted to tell stories with meaning and purpose, and help others to do the same – which is exactly what Tyger Comms does today.
What has been your career path so far?
My career has definitely not been straightforward! After graduation, I found that getting into marketing was difficult if you didn’t live in London or couldn’t afford to do unpaid internships. So I ended up in retail banking of all places – to keep a roof over my head rather than out of a burning desire to learn about interest rates!
It wasn’t until my thirties that I felt able to step away from that secure career to pursue my passions. I did a lot of soul-searching on a journey through affiliate marketing, business journalism, corporate comms and purpose-led PR, which led me to where I am today.
For just over two years I’ve been a PR and content freelancer, supporting various clients across martech, arts & culture, engineering, logistics, cybersecurity and the third sector.
Over that time I’ve learned about the projects I truly love to work on – ones that make a difference to the world – which inspired me to take my business to the next level, and so Tyger was born.
What are your future career aspirations?
I’m excited to see what the future holds for Tyger as the business grows. It’s my hope that we can become the go-to comms brand for organisations wanting to make a difference in the world, whether that be through art, culture, social change or innovation.
I’d like to continue working with brilliant changemaking clients, collaborating with some of the amazing creative talent that we have here in the region and beyond to deliver campaigns with meaning and authenticity.
Alongside Tyger, I also would love to launch an initiative to support career-changers to pivot into creative industries. For those from working class backgrounds in particular, financial pressures often mean creative careers can feel like a far-off dream, and something they have to sacrifice to keep a roof over their head and food on the table.
How do you see your industry evolving in the next 10 years?
The rise of AI is inevitably going to transform PR – whether we like it or not – and we’ve got to be ready to adapt. Artificial intelligence and machine learning is not just shaping the way organisations create content, but also how audiences consume it.
We’re already seeing changes, and in time traditional search rankings will give way to AI-powered search. The likes of Google ads alone won’t cut it anymore – businesses will need PR to cut through the noise and ensure they are the ones AI uses to answer queries.
I do think that truly human content will absolutely still be king. As tech evolves, I believe that humanity will become more of a valued quality than ever.
Companies might think they’re saving time by churning out masses of this content. But the reality is: when it comes to getting audiences to buy into a product, service or idea, it’s the person you need to speak to, not the algorithm.
How do you like to unwind?
I’m trying to get better at switching off and taking time for myself, but it’s notoriously difficult as a solopreneur! I spend time with my partner, who I live with along with our extremely pampered cat, and love catching up with friends and family when I can.
I’ve become a bit of a fitness fanatic in recent years and try to get several sessions a week in at my local gym. I’m also, unsurprisingly, a huge supporter of arts and culture, and am an avid music lover and gig-goer.
One of my favourite things to do is travel. I’ve already done various solo trips to Europe, Africa and Asia – and there are plenty more places on my bucket list!
I’m also a bit of a bookworm and enjoy creative writing when time allows. Both really help to keep me inspired and my storytelling skills fresh!
www.tygercomms.co.uk