Voices
Are we leaving men and boys behind?
At Creative Equal’s RISE event, industry leaders consider how to reframe boys and men in marketing
Selina Sykes
eCommerce Director at Unilever
Ben Somerset-How
Client Director Creativebrief
Tom Holmes, creativebrief Founder & Chairman, talks to Selina Sykes, eCommerce Director at Unilever and Marketing Academy 2011 alumni.
Selina’s first ‘proper’ job was with Cancer Research UK working in their brand team.
She then joined Unilever on the Marketing graduate programme (the Unilever Future Leaders Programme) which she saw as great experience working in marketing and sales roles across the business.
After that Selina worked on some iconic brands, as the Persil Brand Manager and then moving to Lynx finishing there as Marketing Manager. On Lynx in particular she was able to develop digital skills and a real passion for this area.
She started working in the eCommerce team in September and is really enjoying this fast-paced and exciting part of the business.
creativebrief: Why did you choose a career in marketing?
Selina Sykes: I studied Psychology at university and love learning about people and what makes them tick. I also love business and understanding how to build and drive a successful commercial model. Marketing combines the best of both worlds.
creativebrief: What do you think makes a successful career in marketing?
Selina Sykes: Really caring about your consumers and customers; they should be at the heart of everything you do.
creativebrief: And who is a great example of this?
Selina Sykes: Sherilyn Shackell is classic example of someone who would never classify themselves as a marketer, but blatantly displays the natural skills of one. The Marketing Academy has gone from strength to strength since its inception in 2010. There was a clear gap in the market for a holistic programme to support and develop the future generation of leaders. To make all this happen through a not-for-profit organisation, and attract the calibre of mentors, coaches and organisations to this movement is testament to the fact that there is no doubt that Sherilyn most definitely is an ace marketer!
creativebrief: What do you think are the main challenges facing marketers today?
Selina Sykes: Taking advantage of all the great opportunities that digital offers us – this is the best time to be a marketer with so many new ways to interact with people, but the range of choices makes it harder!
creativebrief: How do you keep up with constant stream of innovation in marketing comms?
Selina Sykes: Always keep an open mind and ask lots of questions.
creativebrief: How does this impact your relationship with agencies?
Selina Sykes: Good agencies play a role in educating clients, to de-mystify new marketing innovations and bring them on a journey with them rather than trying to wow them with what they know about innovation that the client doesn’t understand.
creativebrief: How do you know if you’re getting the best from your agencies?
Selina Sykes: When the agency feel as much ownership for the brand and consumers as I do. Also when agencies really challenge and stretch your thinking.
creativebrief: Of your recent work, what makes you particularly proud and why?
Selina Sykes: Although I left the brand before we launched, the new Lynx Apollo campaign is awesome.
The idea and insight were developed globally and are brilliant. The campaign is landing really well in the UK – all our Lynx guys are talking about the launch and want to win the prize to go to space.
This was our ultimate aim in the brief – so I am really proud of the whole team!
creativebrief: How do you think marketers can raise the profile of marketing within their organisations?
Selina Sykes: Bring the end customer/consumer to life for the organisation. Ultimately business is people and people are our customers/consumers. We need to tap into that human side to highlight the importance of marketing to any business.
creativebrief: Do you see yourself as a generalist or a specialist, does it matter?
Selina Sykes: I don’t think it matters as long as you are passionate about what you do and willing to learn new things.
creativebrief partner the Marketing Academy is a non-profit organisation which provides a unique forum for industry leaders, marketing gurus, entrepreneurs and inspirational people volunteer their time to inspire, develop and coach the next generation of future leaders. The Marketing Academy gift a maximum of 30 ‘Scholarships’ each year to the fastest rising stars in the marketing, advertising and communications industries. A team of high profile mentors and coaches develop these stars through a process of mentoring, coaching, networking and personalised learning. 86 mentors, 30 Coaches, 20 Judges, 36 companies and an owl called Merlin all provide their time, resources and knowledge to assist in shaping the minds of our future leaders. Furthermore as a vital part of their curriculum all Scholars volunteer at least one day per year through our Donate28 initiative to work with charities who need bright young marketing minds. For a full list of the individuals involved, see the Sherilyn Shackell interview.
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