Name of interviewee: Peggy Lee
Company: CPJobs International Limited
Position: Assistant Manager, Brand marketing
1) What are your main responsibilities?
To put my duties in a nutshell, I manage the communications (i.e. how we speak) to all brand stakeholders – to achieve good brand credibility. Externally, I have to deal with the business partners to create win-win deals; internally, I work with the data analytics team and sales team to generate marketing plans to grow the business further.
As my specialty lies in digital marketing, I work on digital and social media marketing a lot too. These platforms are efficient in providing audience insight and we often obtain insights supported by data as well.
2) How did you become interested in this field?
I worked as the marketing VP in my student society back then in university. Back then I only thought marketing “sounds interesting” so I gave it a try. From then on, I realized marketing is not only “interesting and fun” – it is a great combination of both Arts and Science. You need to have the good aesthetic sense to work on the visual materials (posters, banners etc.); as well as a good sense of numbers to handle the marketing data (especially for digital marketing).
3) What current trends in the field should the youth know about/be aware of?
Marketing is shifting from a top-down approach to a bottom-up one. In the past, brands speak to the public with authority, without much need to understand the market as an individual. Nowadays people are empowered to show their individual personalities and they are looking at brands that resonate with their unique personalities as well. As a marketer, we have to be actively thinking about how to engage our audiences by addressing their unique values.
On the technical side, the marketing platforms and tools are often changing and upgrading themselves. Be ready to learn about different tools by yourself as that’s often the fastest way to catch up with the field.
4) What skills or abilities, and personal attributes are suitable or essential in your job/this field?
i) Skills / Abilities
A) As mentioned before, marketing requires both the artistic mind and the scientific mind, those who are flexible and are able to think in both hats will be a great fit for the field!
B) You will need to work with a lot of stakeholders, ranging from external partners to internal designers or even the finance team. Therefore a marketer has to have good communications and teamwork skills for sure.
ii) Personal Attributes
A) Someone with a strong “can do” attitude – there will be lots of roadblocks as you proceed with your projects.
B) Be open to connecting with the external world, as there are no set rules for marketing. We need to keep ourselves abreast of the market trends all the time.
5) What kinds of accomplishments tend to be valued and rewarded in this field?
Marketing is definitely the “Voice and Face” of a company – we decide how the brand is presented to the public and therefore how likely our target audience perceive us. Our ultimate goal is, of course, to drive more business and sales for the company we work in, but the greatest sense of achievement is often brought by how well people love your brand.
6) What advice would you give the youth who are considering this type of job (or field)?
Be very open-minded to new ideas and challenges; people from all departments will come to you for various reasons, from sharing a creative idea to challenging your marketing strategies. It could be both exciting and difficult but it is definitely rewarding – you’ll never get bored at work!
7) What is your life motto?
Think Big and you’ll live big. You’ll live big in happiness. You’ll live big in accomplishment. Big in income. Big in friends. Big in respect.