Member Interview with Inez Quek

We are delighted to bring you a Member Interview with Inez Quek, Growth Marketing Manager

What’s your golden rule?

Keep the customer at the heart of everything. Products should deliver real value, and it’s up to marketers to bridge the gap by addressing customer needs. If your strategy doesn’t clearly answer, ‘What’s in it for them?’—it’s time to rethink.

Who has been your biggest influence?

I've always believed that 'no one else can drive your journey like you can; your future is in your hands.' That has shaped how I approach my path, which is uniquely mine. Along the way, I’ve had personal 'aha' moments that guided my next steps. Ultimately, I’m the one influencing my path forward.

What is your most hated business expression?

My most hated business expression is, 'This is how we’ve always done it.' 
Just because something worked in the past doesn’t mean it’s still the best approach. I’m all about embracing change, finding better ways to do things, and challenging the status quo. Business evolves, and so should the methods we use to grow and succeed.

What’s the smartest business idea you’ve ever had?

I envisioned revolutionising marketing agencies with a tiered compensation model, where payment is tied to results such as engagement, conversions, or ROI. The better the outcome, the higher the payment, creating strong incentives to drive success. 

In this model, the agency becomes an extension of the client’s team, fully aligned with their goals, fostering a collaborative, performance-driven partnership. Given the increasing pressure on marketers to tie ROI to spend, I see great potential in this approach.

Which leader do you admire most and why?

Steve Jobs. His ability to blend technology with storytelling, design, and user experience was unparalleled. He didn’t just build products—he built movements. His famous quote, “Stay Hungry; Stay Foolish,” has always inspired me to stay curious, take risks, and never settle for the status quo. 

In marketing, that means continuously challenging conventional approaches, experimenting with new ideas, and always striving to create something that truly resonates with customers.

What is on your mind the most right now as a marketing leader?

Balancing short-term pipeline generation with long-term brand impact. In the fast-moving tech space, it’s easy to prioritize immediate wins, but strong brand positioning and thought leadership are what sustain growth.

Why is being part of The Marketing Society important for your career?

It connects me with like-minded marketing leaders who are redefining the industry. The exchange of ideas, challenges, and successes within this community helps me stay ahead of trends and refine my strategies.

Why does marketing matter to you?

I’m always in search of the next ‘this is exactly what our business needed’ moment. To me, marketing matters because it’s about creating those moments of connection where businesses can provide real value to their customers. It’s about understanding needs, delivering solutions, and driving results that have a meaningful impact. 

Tell us something that’s not on your CV

If I weren’t in marketing, I’d probably be working towards owning a vineyard in Tuscany. I imagine spending my days savoring a glass—or maybe even a bottle—of rich red wine while taking in the stunning landscapes.

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Published on 4 March 2025