Laura Carrick, marketing and communications officer at Shared Interest ethical investment co-operative and North East board member of the Chartered Institute of Marketing, discusses the many faces of marketing
Marketing is such an exciting profession to be in, it allows massive scope in focus and creativity and any business would be lost without it.
A career in marketing means something different for every industry out there, that’s why I love it so much, every day really is different and you can take your career down whichever path you choose. My career has been somewhat varied so far, starting out in a corporate communications role with Northumbria Police, my focus was very much on public relations, in particular reputational management. I loved the fast-paced environment of the police force, the excitement of varying incidents and the fact you really just did not know what was going to be thrown at you from one day to the next. How does a police force market itself? It is not about selling goods or services, but what is important is building trust and understanding in the community and marketing plays a key role in that.
One thing which has always been important for me is organisational values, I want the company I am working for to share my own values and ethos. This is something that I consider a critical factor in developing my career, I want to be believe in what they are doing and see the benefit this is having on their customers, through the part I am playing.
Having never heard of Shared Interest, in 2014 I saw a role advertised for a marketing and communications officer. I began researching the organisation and was instantly mesmerised. A hidden gem right here in the North East. I jumped at the chance to change my focus and move into a completely different sector. This role encompasses all things marketing – from art directing overseas photography to responding to member queries about the environmental impact of sphagnum moss farming. For me this just goes to show the huge scope of marketing.
The current pandemic has thrown every industry into turmoil, and marketing is now more important than ever for businesses to be able to react to these changes and survive. What we are focusing on at Shared Interest is being true to our mission by providing vital financial support for those most in need. Never before has our members’ support been more important to producers, as we navigate a pandemic, which respects no borders and leaves no part of the world unscathed. It is humbling to see out of worldwide restrictions and challenges, stories of survival and solidarity emerging as people and businesses unite and pool resources in the true spirit of fair trade.
2020 is now a very different world to how it began, and as marketers we need to work together to coach and mentor businesses through these challenging times. Covid-19 has forced us all to think differently, coming up with adaptive innovative solutions, which we never thought possible in practice.
I feel now is a great time for us to showcase the value of marketing, and work together to shout about what it is that we do – it is a whole lot more than drawing pretty pictures.
In my role on the CIM North East Board I monitor and analyse membership statistics for the region, providing information on trends, finding solutions to how we can attract more marketers to CIM. I also work closely with the business team, managing events in the region and producing content around these.
