Meet Joe Sanders

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Joe Sanders is the Marketing Manager at the Cumbria Chamber of Commerce and has recently graduated with a CIM Diploma in Professional Digital Marketing.

What was the reason behind choosing to study this qualification?

I hadn’t done much formal marketing training until now. The Diploma was a good way of backing up what I’d learned on the job with theory and standard techniques for calculating ROI, targeting and positioning, budgeting, and customer profiling.

Having completed it successfully, is there anything you discovered about yourself?

The Diploma involved a lot of work in the evenings and on weekends in addition to my 9 – 5 job. Initially, this was a bit daunting, but I got used to it and began to enjoy writing the assignments. 

Has studying with nesma helped you in your career?

Through doing the assignments, I improved my understanding of the business’s target markets, digital customer experience, and opportunities. I keep the finished assignments on hand and refer to them often to help generate ideas. I now use many things I learned during the course in my current role – for example, when I’m planning, I use PR Smith’s SOSTAC® framework.

What did you enjoy most about the studying process? 

I had just joined the Chamber when I started with nesma. So, writing the assignments on the Chamber helped strengthen my understanding of the businesses and gave me ideas I could put into practice. I also enjoyed getting to know my classmates and the tutors as well. 

What words of advice would you give anyone considering a career in marketing? 

Do a CIM qualification! It gives you a solid foundation of knowledge, and join the CIM, as it keeps you in the loop of what’s going on in the industry. 

What are the significant changes within your industry at present?

Artificial intelligence (AI) is probably the most significant change in marketing at the moment. Hopefully, automation will take much of the admin work off marketers’ hands and give them more time to be creative. Since I started in marketing, the importance of content has also increased, with brands focussing more on entertaining followers and creating a community rather than just self-promoting. It feels like things are changing now more than ever; however, the fundamentals are still the same.

What do you enjoy most when you aren’t doing the day job? 

I enjoy running, cycling, and walking with my lab/pointer cross, Hamish. 

There are three CIM level 6 qualifications for those who are working at a strategic level in marketing and want to develop their current marketing knowledge and skills.

CIM Diploma in Professional Marketing
CIM Diploma in Professional Digital Marketing
CIM Diploma in Sustainable Marketing