Kathryn L.

WORK HISTORY

EDUCATION

ABOUT KATHRYN L.

Originally from South Africa, but have lived in the UK since I started life in a below the line advertising agency where so much of my foundational marketing experience was set. It was great to see how different clients, in different sectors, with different products used marketing and advertising to reach their customers. I also started before the digital age - and we created clients\' first websites - back in the day. Digital brochures, as it was. No metrics, no SEO, no search engine insight, no user testing. I moved to an above the line agency, where TV commercials were made, and the rapid pace made me realise just how critical real project management and organisaitonal skills are for the role. It was where I started using more processes, and refining them throughout my career. There was no Wrike and Trello or Monday.com in those days. It was true project management. Email marketing emerged as a key tool in the 90\'s for marketeers - where there was little thought about subject line, or testing the subject line. Although it was a novelty for some, spam and the checks/regulation were put in place to protect consumers. When I moved to the UK, I went to an in-house marketing team, rather than back into an agency. I wanted the experience of helping just one business with their marketing. Working in a B2B professional services firm in the early - remember Y2k? Well it gave me such a great foundation of understanding the buyer journey, buyer lifecycle and how to retain clients. Working within a global organisation, meant I had to develop and hone my marketing skills to take the service to the different markets. All with different market maturity, cultural nuances, local regulation and legislation, and a plethora of other things marketeers need to think about. And working for accountants - everything was measured and monitored to the nth degree. I got such a great foundation of analytics, reporting and data analysis. The tools available grew exponentially over a short period of time. Social media also started to make an appearance. I moved to another B2B in the insurance sector and finally to JoinedUp - who is a SaaS business. All my accumulated traditional marketing and communication experience, plus having to keep up-to-date with all new methodologies and technology to stay relevant in my trade, means I have a host of management, social media, integrated marketing, and content marketing knowledge. I\'m excited to support JoinedUp in elevating their voice/brand in a crowded market, launch in new regions and increase our market share.