Nicola Hardwick – Marketing & eCommerce Manager
Why did you choose to pursue a career in Marketing?
I was actually working as a Business Analyst for a large energy provider when a marketing vacancy became available. Due to my business experience I was lucky to be able to join the marketing department and gain my qualifications in exchange for my business Knowledge. My analytical skills supported the requirements in the marketing role.
Tell us about your career journey in marketing so far?
I worked as a Marketing Manager at the energy provider for 4 years focusing mainly on customer retention through Direct Mail campaigns. After accepting VR I then spent several years working on short term contracts to gain experience through the utility, gaming and retail markets. Through these placements I was fortunate to obtain lots of new skills that I have been able to transfer to each new opportunity. The last few years have been spent in the bathroom retail market looking after communications, journey planning, social and online requirements for the B2B sector.
What has been a career highlight for you?
There are so many!! I think having the opportunity to join the marketing functionality and then continue to develop and learn new things with each placement. I did really enjoy a campaign including billboards postings. This involved studio photography, advertising placement booking and reviewing ROI at the end of the campaign. I have also enjoyed the customer journey planning to improve the retail experience.
What’s the biggest challenge you have faced?
Having to learn (quickly) how to adapt to the new digital world. At the beginning of my career Direct Mail was the key focus for communications. With the growth of social media and new digital functionality it has been a steep learning curve to adapt to the continuing developments and changes.
Where do you see the future of marketing heading and how your career will develop with that?
I see online will continue to grow and become more intelligent with how we market to consumers. I also see new opportunities continue to develop to support marketing functionality.
What advice would you give to your younger self?
Understand digital is the way to go!! Probably also don’t be so hard on yourself and see challenges as an opportunity to develop.