In a new series of features Northern Insight talks to leading figures in the region’s media industry. This month we meet Joanna Spencer, Founder of Indigo Wolf Marketing, about her career so far.
Did you always envisage a career in Marketing?
Most definitely not. When I was younger, I was obsessed with shows like
The Equaliser and LA Law and doing things for the common good.
I originally wanted to be a solicitor and work in the law but didn’t get the
A Level results I wanted. I ended up doing an HND in Business and then
got onto a second year Marketing Management degree at Northumbria
which I found more interesting and unquestionably more in line with who
I am.
What has been your career path so far?
I originally had a temporary job with Proctor and Gamble which turned
into a permanent role. This involved relocating people into jobs within the
firm from other countries. This was a great learning curve, as it allowed
me to hone and develop my communication skills under a great boss –
Carol Nicholson – and take a significant step forward.
I then had a spell with Lowes Financial Management and two temping
assignments which again were good experience.
My great break came with an eight year period as PR and Comms
Manager with the NIHR Stroke Research Network which was a very
challenging role, before a four-year spell with the NHS Business Services
Authority where I became part of a newly established team called Pacific,
who had been tasked with saving a £1bn across NHS services, while
improving patient outcomes. I was their PR and Communications Manager
and helped to build their reputation and promote their capabilities
both inside the NHS BSA and externally, it was exciting being part of
something so worthwhile. After three years in this role, I was promoted
to Communications and Engagement Manager, working across the
whole of the Digital Directorate. Here I managed communications for a
number of the digital projects; Maternity Exemption Certificate (MATEX),
Pre-payment Prescription Payment Certificate (PPC) and Pharmacy
Submissions. Sadly, after only nine months in this role, I was made
redundant along with most of the Communications team.
After a spell with Homes England I took the risky step of handing in
my notice. Lockdown has made me realise how precious life is and how
important it is to look after one’s own wellbeing, so I decided to take the
plunge and form Indigo Wolf Marketing. The name derives from the fact
that my birth month is February, therefore my birthstone is Amethyst,
which is purple in colour and a more descriptive word for purple is Indigo.
The Wolf part of my name, comes from the Wolf being my American
Indian spiritual animal, something which I strongly identify with, as it
signifies, independence, loyalty and family bonds. I even have a large wolf
tattoo on the inside of my right ankle.
Tell us a little about the services you offer?
We are dedicated to helping North East business owners market their
products and services successfully and plan marketing strategy, brand
consultancy, social media marketing and events. We very much work on a
project-based level without long contracts and massive fees with the aim
of helping them thrive after the pandemic eases.
Who do you most respect in business?
I greatly admire Kate Walton who owns Have to Love in Gosforth. Over
the last 15 years Kate has moved with the times, attracted a hugely
loyal following and gone from strength to strength. If I could establish
something similar over time I’d be delighted.
Which fictional character can you most relate to?
I think the Andy Sachs character from the Devil Wears Prada who often
over stretches herself, wants to people please and struggles to say no. I
think I have learned over time that it is important to be confident in who
you are and your abilities and not to worry too much about the things
you have no control over.
What is your greatest strength?
I think I have the ability to put myself into other people’s shoes and am
approachable and empathetic.
What is your biggest weakness?
I am a perfectionist and can be an over thinker! However, I think you can
always turn a weakness in to a positive and my weaknesses, only serve to
drive me to want do the best for my clients.
What has been your proudest achievement?
That’s a hard question to answer, as there have been a few. I think firstly, it
has been being brave enough to take a leap of faith, leave a full time, paid
job and become my own boss.
Other than that, I would have to say working as part of the NIHR Stroke
Research Network for so many years and seeing how the work I did over
that time, helped to change the public awareness and perceptions about
research and clinical studies. How building patients’ perspectives in to
communications, events and conferences, could better help the academics
understand and design the research they conducted, putting patients at
the heart of them. This had always been a struggle from the beginning,
but by the time I left, patients were a integral part of the Stroke Research
Network’s day to day work.
What are your aspirations for the next 12-18 months?
Whilst it is early days for Indigo Wolf, I would like to establish a regular
client base, open a little office and enjoy some organic growth.
How do you see your industry evolving in the last 10 years?
Technology will continue to be at the fore and make things more
intuitive and faster. As marketeers we will need to keep abreast of new
development and keep our fingers on the pulse in order to keep the
momentum going.
