Search articles in Career Opinion

Found 86 articles

  • Secret Marketer: You can’t complain about a lack of talent if you can’t be bothered to read a CV

    • 2 Oct 2016
    • Secret Marketer

    Finding talent is marketers’ biggest issue, yet they outsource hiring to agencies who don’t understand marketing. The Secret Marketer’s first rule of recruitment is: read every single application.

  • Secret Marketer: Nothing makes you stand out more as a marketer than the willingness to be accountable

    • 7 Sep 2016
    • Secret Marketer

    It’s rare for anyone to want to be held responsible for their actions, but putting your hand up in this situation breeds confidence, changes motivations and makes your performance consistently better.

  • Secret Marketer: Learn from the Olympics and work on your strengths, not your weaknesses

    • 23 Aug 2016
    • Secret Marketer

    Great Britain’s record Olympic gold medal tally shows that success comes from concentrating on what you’re good at and becoming even better, not pushing people to be something they’re not while rewarding excellence with apathy.

  • Helen Tupper: Coaching makes teams more likely to succeed than judging them

    • 22 Aug 2016
    • Helen Tupper

    When managers encourage improvement rather than passing judgement on failure, staff feel less risk averse and more motivated to achieve things that are important to them. And better yet, coaching skills can be easily learned.

  • Would you hire a marketer without a formal qualification in marketing?

    • 2 Aug 2016
    • Charlotte Rogers

    As part of Marketing Week’s big debate on whether marketing ‘experts’ need formal training in marketing, we asked three CMOs and business leaders where they stand when hiring.

  • Secret Marketer: Focus less on having all the answers and more on asking the right questions

    • 25 Jul 2016
    • Secret Marketer

    The secret to uncovering actionable insight is knowing how to ask a sincere, enquiring question – not trying to have preconceived answers to everything.

  • What leadership qualities do marketers need to build the most effective team?

    • 18 Jul 2016
    • Lucy Tesseras

    Marketers from Instagram, Taylors of Harrogate, Microsoft and Eat share their thoughts on what it takes to get the most from their team.

  • Virgin’s Helen Tupper: How to break free from the tyranny of your email inbox

    • 14 Jul 2016
    • Helen Tupper

    Helen Tupper, career consultant and Virgin Red’s head of marketing, outlines three steps to help get your email inbox under control.

  • Secret Marketer: Being a good manager is like being a good marketer – you need to know your audience

    • 14 Jul 2016
    • Secret Marketer

    Knowing your audience is key to being a good marketer but it is just as important when it comes to managing your marketing team.

  • Mark Ritson: Maybe it’s just me, but shouldn’t an ‘expert’ in marketing be trained in marketing?

    • 11 Jul 2016
    • Mark Ritson

    Before anyone is declared an expert/ninja/guru/visionary in marketing they need to learn the discipline. You need a qualification to be qualified.

  • Secret Marketer: By teaching your craft, you can learn just as much as your students

    • 7 Jul 2016
    • Secret Marketer

    Taking on lecturing roles can be a valuable move for a marketer, not just to bolster your CV but to refresh your own knowledge and have your assumptions challenged by bright minds.

  • Marketing Week Awards in focus: Aldi’s Adam Zavalis on what makes an award winning marketing team

    • 21 Jun 2016
    • Jonathan Bacon

    Supermarket chain Aldi has enjoyed a long run of success in the UK thanks in large part to the strength and skill of its marketing team. Marketing director Adam Zavalis outlines the key to its set-up.

  • Helen Tupper: The best way to get a mentor is to never ask for one

    • 12 Jun 2016
    • Helen Tupper

    Helen Tupper, head of marketing at Virgin Red, outlines three steps all marketers should take when trying to build a successful mentor relationship

  • Mark Ritson: Burberry’s tumbling profits show Christopher Bailey is overstretched

    • 7 Jun 2016
    • Mark Ritson

    The luxury brand’s struggles raise questions over the wisdom of bringing creative direction and business strategy under one role.

  • My career defining moments: Åsa Caap, CEO and co-founder of Our/Vodka at Pernod Ricard

    • 26 May 2016
    • Mindi Chahal

    Changing career a number of times helped Our/Vodka’s Åsa Caap realise she is an entrepreneur at heart and that she thrives when she’s able to constantly to reinvent.

  • Secret Marketer: Brands claim customer experience is a top priority, really they’re just paying it lip service

    • 25 May 2016
    • Secret Marketer

    Brands are just paying lip service to customer experience as requests for call centre staff to improve the service are being met with resistance.

  • Ed Pilkington, Diageo: Your marketing epitaph should be ‘highly effective’, not ‘creative genius’

    • 25 May 2016
    • Ed Pilkington

    Effectiveness may not be a word that stirs the blood. However, when you think that being effective means “being successful in producing a desired or intended result”, and we all work in the results business, then there is no escaping that effective marketing should lead to success. The question therefore is how to be effective.

  • Adobe’s global CMO on what it takes to forge a career in technology marketing

    • 25 May 2016
    • Lucy Tesseras

    Ann Lewnes, executive vice-president and CMO at Adobe, shares the moments that have shaped her career and led to her heading up marketing at a company that made $4.8bn (£3.3bn) in sales last year.

  • Mark Ritson: The seven unmistakable signs of a shit brand consultant

    • 17 May 2016
    • Mark Ritson

    Your portable toilet business has nothing to learn from Steve Jobs, and if a consultant even mentions Maslow’s Hierarchy of Needs you should kick them out of the door.

  • Marketers matter more than ever – Marketing Week is your voice

    • 8 May 2016
    • Russell Parsons

    Marketing’s influence is bigger than ever. Few other roles have the depth and breadth of responsibilities. From the big strategic challenges to issues of execution, Marketing Week promises to serve all your content needs