Marine is the Digital Marketing Executive for Appetite for Business and has recently completed the CIM Certificate in Professional Marketing (Level 4).
Why did you choose to study this CIM qualification?
While looking for professional development opportunities two years ago, I researched CIM knowing its good reputation among businesses internationally. I discussed the different courses with one of my managers and some of my mentors. The level 4 certificate in professional marketing seemed like a good development opportunity. Having no formal marketing qualification, it looked like this qualification would help develop strong marketing skills critical in my career. The technology company I was working for sponsored my studies, and this was the start of an enriching experience!
What did you discover about yourself in the process?
Studying the CIM qualification at nesma reaffirmed my interest in marketing and the digital sector. It also enabled me to focus on specific marketing areas I wanted to explore but was unsure how to best tackle. For example, I knew I had a deep interest in branding but was uncertain about the different ways to develop these skills. One module offered the opportunity to exclusively concentrate on brand reputation, which reinforced my enthusiasm for this area.
Has it helped you in your career?
Studying has supported me on a couple of levels in my career.
Initially studying kept me busy while being on furlough last year by strengthening a wide range of competencies. Being unable to work and having less on my plate was a challenging experience. However, completing the CIM qualification helped to keep me sane and stick to a routine.
Then, the qualification came in handy when my role was made redundant in July 2020. I was fortunate enough to start a new position in a short period of time. I became a Digital Marketing Executive for Appetite for Business in August 2020, and I believe studying the certificate played a positive role during the recruitment process.
What did you enjoy most about the studying?
While completing the qualification, you explore a wide range of subjects, but one of my favourite aspects was discovering new people with different backgrounds. Before the first national lockdown, I travelled from Edinburgh to Aberdeen weekly to attend the various sessions. We started to build relationships with the other classmates and marketers, which was truly enriching. When COVID-19 and lockdown hit in March 2020, nesma quickly adapted to the situation by offering a continuous, high-quality learning experience. Our weekly video calls allowed us to strengthen the relationships we started offline and keep learning from each other!
Do you do anything differently now?
Thinking more strategically is one skill I have enhanced. Adopting long-term thinking is hugely beneficial when producing, evaluating, and improving campaigns. I am also now employing more marketing and business tools such as SWOT and situational analyses when conducting marketing research, which is significantly improving the quality of our work.
What advice would you give to anyone considering a career in marketing/PR?
Marketing is a rich and ever-changing field. Staying on top of marketing news, trends, and current events helps marketers produce performant campaigns and content relevant to their industry and broader trends. I’ve found that continuous learning is crucial to creating more pertinent work.
How have things changed for your industry in recent months?
I’m currently working for a Microsoft 365 consultancy. We have seen a strong need for companies to employ digital technologies that enable remote working and enhance resilience and agility while navigating crises. As a result, an increasing number of businesses are adopting new technologies like automation, data science, or artificial intelligence to ensure productivity and performance.
What do you enjoy most when you’re not doing the day job?
Apart from work, I have a real passion for sport. From horse-riding to cycling and roller derby, I do enjoy challenging activities promoting team spirit. At present, I am also prioritising catching up with my friends and family virtually or in a socially-distanced way. As during these times, solidarity is key.
There is a CIM course for everyone whatever stage you have reached on your career path, CIM offers a relevant qualification to meet your needs and one that you can build on to progress.
