Thanks to a rich marketing career, Lisette Gelinas, Curriculum Developer & Instructor at the CMA, has applied all her past experiences into a sharp tooth comb of expertise that’s ready to uplift brands and young marketers alike. Her secret? Being open to learning and evolving anytime and anyplace.
I started my marketing career working for Wunderman which is a direct response marketing agency. I was a shared resource between the account service and media departments. It was actually a perfect entry-level role - I learned very quickly about how to measure a campaign and then how to apply those results and insights on the creative development and the media buy. I got a big picture view very early on in my career.
The biggest challenge for me was the workload. Learning how to manage the sheer volume of work and manage expectations was challenging. I learned how to multi-task, how to move quickly from one task to the next, how to raise my hand for help, and how to work as part of a team to get the job done.
There are several defining moments in my life, but one of them was when I decided to teach marketing for the CMA. I had always mentored young marketers and done in-house training for the companies I worked for, but the curriculum development and teaching I have done for the CMA has rejuvenated my love of marketing and expanded my business knowledge. I have done just as much learning as I have done teaching over the past seven years. I now work as a marketing coach providing marketing advice and guidance ranging from individuals to big and small organizations.
What keeps me motivated to stay in the marketing industry are the people and the energy created by the team when you do really good work. I love marketing people. They are highly creative, intelligent, high spirited, media-consuming, trend-setters. When you are lucky enough to be part of a great team, the energy practically crackles in the room and the work is always outstanding.
The best marketers I know all have this characteristic: curiosity. That is one of the most important aspects to possess. They are curious about what motivates people, curious about how to influence and persuade people, curious about how the marketing performed, curious about how to make the marketing better.
New technology is going to continue automating more and more of the execution and measurement of marketing. But the brands that win will be the ones that put a renewed focus on insights and creativity. Although speed to market has become the biggest driver of marketing, I believe this is going to shift back a little as companies return to putting more emphasis on protecting and nurturing their brand. And this takes time and, of course, talented marketers.
What I would say to anyone looking to make a career out of marketing: make marketing your passion. Don't be afraid to take chances or work on different brands and categories. Never stop learning and being curious about the world around you. Share your knowledge with others, and constantly mentor new talent.
Ask yourself, do you love going to work (most) days? If the answer is yes, you are successful.
"I love that marketing doesn't force me to pick a lane. I get to be the analytical one who figures out the strategy, but I also get to be the creative one who brings it to life. It's that constant back-and-forth between the two that makes the work actually feel like me." – Sakina, CMA Intern
One piece of advice that stuck with me was to stop waiting until I felt 'fully ready' before taking opportunities. A lot of growth comes from putting yourself in environments that challenge you, even if you're still learning. I've learned that experience builds confidence.
While scouring social media sites, job postings and your favourite companies searching for opportunities to get your foot in the door, you kept seeing one constant – required experience. That's something you just don't have. You're trying but you can't seem to get your foot in the door. Either you get no response or the response is that they've decided not to move forward with your application. That sucks.
