Stella Forde chats to CMA judges about their career highlights and what makes them tick
Helen Gemmell – Marketing Director, Schüco UK
What is the best part about your job?
There are two things that I really enjoy, the first is that marketing is all about understanding the customer, how your product fulfils their needs, but also ensuring the right channels and messages are used to develop a successful campaign. It really does come down to the 4 P’s of marketing. The second part is the variety within my role. It is so varied, one day I can be working on the strategy and developing campaigns and the next I may be organising an event or visiting customers, no day or week is the same which is why I love it.
How do you believe the role of social media and digital marketing will change in the next 10 years?
I think the role of social media and digital marketing will continue to evolve, particularly with AI, but we need to be cautious with AI as it is only as good as the data entered and what it learns from. We still need to keep things human. There has been a huge shift in the last decade from traditional marketing channels to digital channels and this will continue. We all want information immediately, so digital channels will continue to grow in usage.
Would you have been able to predict having your current role as Marketing Director, if you had been asked what job you would have had 20 years ago?
Twenty years ago I was a marketing manager and at that time, I wanted my career to progress, but I don’t think then I thought I would achieve Marketing Director. I continued my professional and personal development over the years and have now been a marketing director for 10 years. Following some coaching about six years ago it became evident that I have suffered from ‘Imposter Syndrome’ and I have since worked on overcoming this, through recognising my achievements throughout my career and having more self belief.
What made you choose to go pursue marketing in construction compared to a career in marketing in other fields?
I think its fair to say construction chose me! I began my marketing career back in the late 1990’s working for Focus Do It All – a home improvement retailer (some of you won’t remember them, as sadly they ceased trading in 2011), I then held roles in merchanting, home improvement and the fenestration sectors. I enjoy the sector, it is very interesting as construction is such an important sector to the country. My father was a Civil Engineer, so unknowingly I’ve followed in his sector footsteps.
What is the biggest lesson you have learnt from being a marketing director?
Surround yourself with good people. Even as marketing director, I don’t have all the answers. Therefore building a highly effective team who are empowered to do their job is key to a successful marketing team.
