Life as Head of Marketing

Have you ever wondered what life as Head of Marketing is really like here in the South West? What does one do? What does it take to become one and what to stay one of the best within the field?

We caught up with Tom Johnson, Head of Marketing at The Filter, to get the facts for you – if you are thinking of becoming one or adding one to your team – some first hand insights for you right here:

ADLIB: In approx. 30 words and plain English, what do you do?
Tom Johnson: I suppose ultimately my role is responsible for promoting the business externally; what we do, how we do it and why someone should use our services or product.

ADLIB: In a nutshell, what has been your career journey so far leading you to where you are right now?
Tom Johnson: Well, I studied Politics and Communications at University, which didn’t point me in a specific direction but my first job was a Marketing Manager position with a regional hairdressing chain. I then went into events and art and music marketing which was great fun, before making a move into a digital agency as a social media manager, just when social media was taking off as a marketing channel (which makes me sound old!) I then spent the last 5 or 6 years within agencies before recently making the move back into a pure in house marketing role, which I think has always been what I have enjoyed most.

ADLIB: What do you like most about your job?
Tom Johnson: I love the variety it gives you, when leading the marketing for a business you have to be involved in everything, from being the upholder of the brand and directing creative work, to writing blogs for the website or organising our presence at a conference. I’ve also been really lucky to work with and for some lovely people, which always helps!

ADLIB: What are the 3 key things you consider when choosing an employer?
Tom Johnson: I just mentioned people and I think the culture of a business is important to me. But I also have to believe in the business, product or brand because if I don’t, it makes it very difficult to market. Finally and aligned with that, I think the ambition of an employer is a real selling point for me.

ADLIB: What 3 top tips would you give someone to ensure that their skills and knowledge as a Marketing Professional remain top notch?
Tom Johnson: Like anything you have to always be learning, you can never think that you know it all because you never will, there are always new technologies, theories or techniques to keep up with.

Secondly, listening is really important. You should take everything in, whether that is what your boss is saying to what the customer is saying about the business.

Finally, trust your instinct. I believe really skilled marketers have a knack for it which is hard to learn, so if you have it, don’t be afraid to trust your instincts.

Thank you Tom for sharing!

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