I never knew what I wanted in a career until I found marketing. Initially, I studied archaeology at The University of British Columbia and continued at the University College Dublin. My passion for history flourished so much that I wanted to be Canada’s version of Indiana Jones. Throughout university, I volunteered as house president, starred in the campus musical, and played rugby. I loved marketing, even though I did not truly understand it.
Things started falling into place when I moved to New Brunswick in 2019. During the pandemic, I volunteered at a local farmer’s market to entice customers to support local businesses. Everything clicked when I realized for my community, I can do more. My experience organizing events, making posters, and advocating for small businesses culminated in a single moment of clarity. That’s when I knew I had to apply to the NBCC (New Brunswick Community College) Marketing program – and the rest is history!
I believe the two most important values for marketers to develop are authenticity and compassion. Being authentic and transparent in today’s socio-economic landscape positively affects customer retention and brand longevity. Compassion for consumers plays an integral part in connecting with them. When working with my clients, I ensure their voices and opinions are valued. I preserve their dignity and consider their ideas and suggestions when providing advice and direction. Be humble because, as a marketer, it’s never about you. Always remember that the wants and needs of your target customers come first.
If you think you have excellent time management skills, you won’t know for sure until you manage multiple projects. If you’re interested in freelancing, hone your skills because you constantly have to pivot to meet deadlines. I use time blocking to reduce issues with workflow and scheduling. I dedicate an appropriate amount of time to each daily deliverable. I also believe in being honest with my clients, especially when encountering new challenges. While this approach works for me, I suggest trying new things until you find what works for you.
One of the biggest challenges I had to overcome was the notion of impostor syndrome. I was constantly questioning the value of my work. There will always be someone more knowledgeable than you who has spent more time honing their skills. Be patient, give yourself time to learn, and be honest if there is something you don’t know. If you constantly compare yourself to others, you will never fully realize your potential and talents. Believe in yourself, put in the work, and keep paving your path!
There are always new trends coming to the forefront in marketing – and I think one of the biggest ones to focus on is experiential. Coming out of a three-year lockdown means people crave the excitement and engagement we’ve been missing. I think local businesses need to focus on consumer engagement. Facebook contests are a dime a dozen, but we need to know if we are actively engaging consumers and getting them involved.
I helped two local businesses with marketing while I was a student. Volunteering during school is by far my proudest accomplishment. I have always supported local businesses, especially during COVID when so many were struggling. Nothing is more empowering than watching a business grow knowing you played a part. I have three full-time clients one month after graduating. Now, I have the confidence to pursue opening a marketing consulting firm, and I am incredibly excited to see where it goes.
The ideal marketing role for me prioritizes respect and empathy while encouraging curiosity. I am a creative thinker. I love looking at things from new angles and different perspectives. Before going into business for myself, I was always open and honest about my expectations in job interviews. My time at NBCC was the experience that defined my career. I spent countless hours learning and honing my skills with the full support of my instructors and mentors. When I struggled, I knew there was someone I could ask for help. I will continue to support others as I have in the past because I honestly believe empowerment is the one true key to success.