LIZZIE SELBY Managing Director, Peachy Digital
Did you always envisage a career in the Marketing and Media industry? Not at all! At school I considered accountancy but then when the time came to go to University, I realised that it really wasn’t for me. Marketing happened by accident a few years later. What has been your career path so far? After deciding not to go to University, I muddled my way through a few jobs in admin and sales. My final admin position was at an insurance underwriting company local to home. That company was bought out by Jardine Lloyd Thompson and my role was going to be made redundant, so the then Marketing Manager asked if I would like to work with her. With a young child and bills to pay I jumped at the opportunity and discovered that I absolutely loved marketing! Since then, I have worked in marketing for an insurance network, an IT company, The Wensleydale Creamery, agencies and then set up my own business, Peachy Digital. What have been the biggest challenges you have faced so far? Along the way there have been plenty of challenges, but by far the biggest has to be heading into a pandemic just two months after starting Peachy Digital. I’m sure it’s the same for most people, it was just such an uncertain time for everyone. The most bizarre thing many people will have experienced in their lives and in addition to the concerns over the effect on my business and those that we work with, it made me worry about my family and friends. Many of us know people who have lost loved ones to the virus and it’s certainly been a difficult time for people from all walks of life. Home schooling while running a business was an eye-opener for sure, I take my hat off to teachers – they do an incredible job! Who do you most respect in your industry? To be honest, everyone turning up day after day and giving it their all. Marketing is a passion, not just a job. Which fictional media character can you most relate to? Very much giving away my geeky side here, but Merida from Disney’s ‘Brave’. She’s strong, determined and lets absolutely nothing and no one get in her way. While I think she’s leagues ahead of me in achieving that, it’s what I aspire to. How have you adapted your business during the coronavirus crisis and supported clients? We’re very lucky in that we can do almost everything remotely and digitally, so the biggest change we made was stopping those face-toface meetings and moving them to Zoom and Teams. We’ve been able to deliver what our clients have needed, when they have needed it and bizarrely, we are working with several businesses whom we have never physically met! But above all, we’ve worked flexibly to help our clients navigate through these unchartered waters. What is your greatest strength? Well…I know every word to the rap in the Mýa, Christina Aguilera, P!nk and Lil’ Kim cover of Lady Marmalade! But on a more serious note, I think it would have to be plate spinning. I’m definitely not the first one to achieve it and certainly won’t be the last but juggling building and running a business with keeping our house looking mostly presentable and being a mum and wife, while still making time for friends and a whole host of other things – it’s full on. My day often begins at 5am and I just keep going until the day’s tasks are completed. What is your biggest weakness? I have a complete inability to say no to food – especially cheese! Now that the world is opening up again and restrictions are lifting, almost every meeting I’m booking in involves a meal. I’d like to say it’s because I’m keen to support an industry that has been hit very hard by the pandemic, and while that is absolutely true, I have to confess that it’s also because I just love to eat! What has been your proudest achievement? For Peachy Digital to date, it would have to be the press release we did for Coupland Leather. What started as a fantastic story sent to local media really grew wings and took off. It was everywhere and resulted in huge amounts of coverage including a TV interview, two glossy magazine features and it was even picked up by a leather magazine in Italy. Outside of work though, my children. They’re my motivation every day. I have two daughters and my husband has a son and daughter, so it’s pretty hectic in our house! What are your remaining career aspirations? I never, ever want to stop learning. Our industry moves at speed and it’s crucial that we keep on top of the changes, but more than that I want to keep developing and cultivating my knowledge. I don’t think you can ever truly be an expert in marketing because it doesn’t stay still long enough, but what you can be is a specialist who is committed to CPD. Actually, regular CPD is part of our everyday life at Peachy Digital and each member of staff has their own training log. I’d love to add some more qualifications to my belt and keep growing the business – my youngest often tells me she wants to work in the company ‘when she’s older’ (she’s seven). I would absolutely love to see that happen! How do you see your industry evolving in the next 10 years? With the exponential growth of the Internet of Things, I think marketing will become ever more diverse. We are seeing such monumental changes happening at lightning speed – new platforms, new technology and an audience that isn’t afraid to tell brands what they do and don’t like. As such, I think the marketing industry will continue to be led by pioneers who really set the tone for these changes and we’re only going to see greater creativity and functionality across the sector. Lizzi
