Meet Vanessa Metcalfe

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Vanessa is a Tourism Manager at Keswick Tourism Association and has graduated with a CIM L4 Certificate in Professional Digital Marketing to help develop her skills.

Why did you choose to study for a CIM qualification? 

When I joined Keswick Tourism Association 5 years ago, I came from a banking background and had no formal marketing experience or qualification. Although I was able to carry out the role effectively, the KTA Board of Directors felt that it would benefit the business and give me more confidence if I were to study for a marketing qualification.

What did you discover about yourself in the process?

Completing the course has undoubtedly solidified some things I already knew. Time management has always been a challenge for me, and as the course progressed, I definitely got better at it. You can’t afford to have poor time management when working full time and studying!

I work better with others and thrive on discussion and sharing ideas. I really enjoyed the knowledge sharing and collective learning element of the course and was delighted this interaction continued when we had to move from face-to-face to online sessions. 

How has studying with us helped you in your career? 

Studying with nesma has given me confidence. I am more confident in my current role and, whilst I have no plans to move, I would now feel far more confident applying for new marketing roles in the future.

What did you enjoy most about the studying process? 

Throughout my time studying with nesma, I loved meeting the other students, learning about the different industries and their challenges and reflecting on the similarities. That in itself was a real benefit and helped me to look at things differently.

What type of things do you do differently as a result of your studies? 

I research and plan more before implementing any new marketing campaign. I also spend much more time analysing results and making adjustments where needed. As a business with a limited budget, I now feel I can ensure we get the best value for money possible for our marketing campaigns.

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

As someone who came into marketing without formal experience, I think it is essential to have solid, basic skills, such as communication, and to have a passion for your chosen industry. 

If you have those, you can build on them to grow and develop in your chosen career.

What has been the most significant thing that has changed for your industry in the past six months? 

It will come as no surprise that Covid has caused the most significant change for tourism. The past 12 months have been incredibly difficult, with many businesses in the tourism and hospitality industries struggling to survive. 

Even now, there is a degree of uncertainty, and no one is quite sure whether things will ever return to how they were pre-Covid or how long it will take for consumer confidence to return fully. 

Here in Keswick, we have faced challenges before, such as Foot and Mouth and flooding, and we know our businesses and residents are incredibly resilient. The next 12 months or so may well be difficult, but I’m confident we will push through.

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

I am very much a people person, and when not at work, I am happiest when I am spending time with family and friends. I love being outdoors, walking the dog, taking part in a parkrun, a BBQ by the lake or just being out in the garden. I also value my alone time and enjoy curling up on the sofa with a good book or watching a film.

This CIM qualification is also perfect if you’re a current or aspiring digital marketing executive, content marketing executive, display advertising executive, or in a similar role.