Kate joined Revelian, a rapidly scaling global HR tech business, in 2015 as part of the Senior Leadership Team, continuing a 20+ year career in B2B marketing which has spanned the HR and recruitment sectors internationally, as well as government, media, transport and construction. In her current role, Kate is responsible for Revelian’s marketing and digital sales strategies globally as well as management of the Client Support function. More recently, Kate has taken on responsibility for Revelian’s people strategy. Kate’s experience includes involvement in the Not for Profit sector as a Non-Executive Director.
Q: As a marketing professional, what do you enjoy most about your role in the industry?
A: The ability to blend the creative and the commercial, every day.
Q: What are some of the biggest challenges you face or have faced as a marketing leader?
A: The remit of the CMO continues to morph and change, and the scope and focus of the role can change materially from year to year. This is a positive thing, however challenging to remain across such a broad scope.
Q: Since being in the industry what notable changes have you encountered (positive or negative)?
A: I’ve been in the industry for more than 20 years so I have witnessed a lot of change and most of it I would regard as highly positive. In particular, the measurability of marketing impact now as compared to earlier in my career, thanks largely to the shift to digital focus. This makes it easier to demonstrate value, and to be more agile.
Q: How do you maintain success and company growth with the rapid changes in customer expectations and new technologies?
A: Be involved in industry forums and peer networks to share ideas. Be actively involved in customer relationships. Hire good people around you, with a variety of skills particularly in emerging skills sets. Consume relevant media that keeps you up to date with trends.
Q: What are some of the trends and behaviours you predict will be surfacing in the Marketing industry in the coming 12 months? (or are currently surfacing)
A: Increased automation. Enhanced focus on (and performance in) personalisation. ROI even more than now.
Q: What is the best piece of advice you have received within your career over the years?
A: Every person in marketing should understand the financial drivers of the business and how you contribute to those key financial metrics. Do a finance course.
Q: What is one key area of your role/profession that you want to learn more about?
A: I’m particularly interested in some of the discussions around ROI, use of data and marketing automation in B2B.