Natalina has recently graduated with the prestigious CIM Marketing Leadership Programme. Veronica Swindale, nesma MD, asked her about her career journey and her key responsibilities and to share what motivates her to succeed.
As the Senior Brand Marketing Manager for Lookers Motor Group, a leading automotive retailer with 160 dealerships encompassing 35 brands, navigating the ever-evolving marketing landscape is both an exciting challenge and a rewarding experience’. Natalina Sutherland
My role involves implementing strategic marketing initiatives to strengthen our Original Equipment Manufacturer (OEM) brand partners’ market presence, drive profitability and increase market share. This journey has enriched my recent completion of the CIM Marketing Leadership Programme.
My career route in this dynamic industry began as a Brand Manager position eight years ago, after experience in the Property and the Third Sector. After progressing to my current position, I’ve been presented with opportunities to deepen my understanding of the industry, fine-tune my strategic thinking skills, and adapt to the rapid changes in the automotive market.
As a marketing team leader in a regulated finance environment, I ensure efficient and timely delivery of financial promotions. I oversee resource coordination, closely monitor progress, and proactively mitigate risks to ensure unparalleled success. I also leverage analytical skills to provide budget and martech recommendations rooted in marketing performance measures.
The key highlights of my job revolve around the constant evolution of the automotive industry, influenced by technological advancements, changing consumer preferences, and competitive pressures. With the rise of digital marketing and consumer communication saturation, the importance of personalised brand-building strategies using AI and data science are just a few trends shaping the 2023 automotive marketing landscape. Witnessing these changes first-hand, creating strategies that resonate with our target audiences, and seeing them translate into tangible business results are some of the most rewarding aspects of my role.
However, the pace of change in the automotive industry can be challenging. Adapting to shifts in consumer behaviour, maintaining direct-to-consumer business models that remain competitive in an increasingly digital marketplace, and navigating the rise of alternative fuel in automotive retailing are constant challenges. Yet, these challenges also spur innovation, pushing us to explore new approaches like leveraging the growth of automotive eCommerce.
Motivated by the need to stay ahead in this fast-paced industry, I embarked on the CIM Marketing Leadership Programme through nesma. The programme offered a comprehensive overview of contemporary marketing practices and leadership skills necessary for strategic decision-making. The modules I covered enabled the development of strategies to ensure success in navigating the shift towards alternative fuels, foster diversity and inclusion in the workforce, and successfully launch new-tomarket EV brands in the UK.
This journey has enhanced my knowledge base and equipped me with the tools to approach marketing challenges from a more informed perspective. It has underscored the importance of aligning marketing strategies with business objectives and highlighted the value of data-driven decision-making.
After completing my CIM graduation, my dedication to lifelong learning remains unwavering. The ever-evolving automotive industry necessitates a constant pursuit of knowledge. Therefore, I plan to stay updated on industry trends and enhance my skillset by attending seminars, webinars, and relevant courses. Of particular interest is the CIM specialist award in AI, which I aim to pursue. I strive to remain at the forefront of the marketing discipline by embracing continuous education.
In conclusion, working as a Senior Brand Marketing Manager in the automotive retail industry is a journey filled with strategic planning, creativity, and continuous learning. It presents a challenging yet rewarding landscape to navigate. As I look ahead, I am excited to hone my skills further, drive growth and market share for our OEM brand partners, and embrace the opportunities that come my way.
If you want to learn more about this Masters equivalent qualification, contact Veronica Swindale at 07734 222 254 or email hello@nesma.co.uk
