As a marketer in your early career, the first five years are crucial in setting the foundation for your future growth. Whether you’re working in a creative agency, on the client side, or even transitioning between roles, how you approach these years can significantly impact your long-term success. Drawing from over a decade of experience in brand management & digital marketing, here’s some advice tailored for New Zealand marketers who are just starting out.
1. Understand Business Logic and Financial Impact
One of the key aspects of growing as a marketer is understanding the business logic behind your work. Regardless of your specific role in marketing, everything you do should ultimately contribute to the company’s business goals.
- Revenue Streams: Begin by understanding where the company’s revenue or profit comes from. Identify the target audience, key channels, products, and use cases that drive the most value. For instance, in New Zealand, understanding the local market dynamics, such as seasonal demand in tourism or agricultural sectors, can give you insights into where to focus your marketing efforts.
- Strategic Motivation: Dig deeper into why these areas are profitable. This helps in aligning your marketing strategies with business objectives, allowing you to create campaigns that not only resonate with the audience but also drive financial value.
- Real-Life Application: When you work on a campaign, ask yourself, “What value does this add?” and “Why are we doing it this way?” This critical thinking will help you plan and execute marketing activities that have a measurable impact on business outcomes.
2. Build a Portfolio of Personal Projects
As you progress in your career, having a strong portfolio of personal projects is crucial for standing out and securing future opportunities. Your portfolio should reflect not just your creative skills but also your ability to drive business results.
- Project Ownership: Start by taking ownership of projects where you’re the lead planner. Focus on projects that exceed targets and have a clear impact on the business. For example, a successful campaign that increases brand awareness or drives sales in a new market can be a great addition to your portfolio.
- Becoming a Benchmark: Aim to make your projects benchmarks within your company or even in the wider industry. In New Zealand, marketers often work across smaller teams, which means your contributions can quickly become recognised as best practices.
- Continuous Learning: Stay updated with the latest marketing trends and integrate these into your work. This could involve experimenting with new social media platforms popular in New Zealand, like TikTok or Instagram Reels, to keep your campaigns fresh and engaging.
3. Gain Full-Chain Knowledge and Experience
One of the most overlooked areas by early-career marketers is the importance of understanding the entire business chain—not just marketing. As you grow, your role will likely expand to include more strategic oversight, which requires knowledge beyond just branding.
- Product Knowledge: Understanding the products or services you market is essential. Learn about the development process, key features, and customer pain points. This knowledge will help you craft more compelling marketing messages.
- Channel Strategy: In New Zealand, where digital and physical retail are closely intertwined, having a strong grasp of multi-channel strategies can set you apart. Know how to optimise each channel, whether it’s online, in-store, or through direct sales.
- Team and Resource Management: As you move up, managing teams and resources will become part of your responsibilities. Early exposure to these areas, even if it’s just managing a small project team, can be invaluable. Additionally, building a network within the industry can open doors for collaborations and future opportunities.
4. Set Short-Term and Long-Term Goals
For early-career growth, it’s essential to set both short-term and long-term goals that align with your aspirations.
- Short-Term Wins: Focus on gaining experience through diverse projects and seeking out promotions. Every new project is an opportunity to learn and showcase your abilities. For example, if you’re working in a New Zealand-based agency, aim to lead a campaign that targets a new demographic or explores an emerging platform.
- Long-Term Vision: Look beyond the next few years and think about where you want to be in 10 or 20 years. Do you want to specialise in a particular area of marketing, or do you see yourself in a broader business role? This long-term vision will guide your career decisions and help you build the necessary skills and experiences.
5. Network and Learn from Industry Leaders
Lastly, never underestimate the value of networking and learning from those who have already walked the path you’re on.
- Industry Events: Attend marketing conferences, workshops, and meetups in New Zealand. These are great opportunities to connect with industry leaders, learn about new trends, and gain insights that can shape your career.
- Mentorship: Seek out mentors within your organization or industry. A mentor can provide valuable guidance, helping you navigate challenges and make informed career decisions.
- Cross-Functional Collaboration: Engage with professionals from other departments—such as sales, product development, and finance—to gain a broader understanding of how marketing fits into the larger business context.
Conclusion
The first five years of your marketing career are critical in laying the foundation for future success. By focusing on understanding business logic, building a strong portfolio, gaining full-chain knowledge, setting clear goals, and networking, you can accelerate your growth and position yourself for greater opportunities in the New Zealand market. The earlier you start focusing on these areas, the easier it will be to navigate the challenges and rise to leadership roles in the future.