Member Interview with Jessica Binns

We are delighted to bring you a Member Interview with Jessica Binns, Consultant, Jessica Binns Consulting

What’s your golden rule?

Master the art of great storytelling – it’s one of the most powerful skills in both marketing and leadership. Being able to tell a compelling story helps unite teams, create a strong culture, ignite passion in your employees and communicate a shared vision for the future.

Who has been your biggest influence?

My father, without a doubt. He taught me the values that have shaped who I am today - be brave, trust yourself, follow what feels right, take risks, and above all, work incredibly hard!

What is your most hated business expression?

“Let’s unpack that,” or “Let’s circle back,” or “Let’s think outside the box…” I could go on!

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

Convincing the Global CMO at Jaguar Land Rover to mark the lifting of the driving ban in Saudi Arabia in 2018. It was a historic moment - not just for the women of Saudi, but for women globally. At the time, the world’s attention wasn’t on Saudi Arabia the way it is now, but it felt like an important story for the JLR brand to share, especially as it tied into our broader efforts to support women in the automotive industry.

Which leader do you admire most and why?

Sports legend Billie Jean King. She’s not only a true leader but also a visionary. Her lifelong commitment to social justice and gender equality is inspiring. To me, she represents what a strong woman can achieve when driven by hard work and dedication.

What keeps you up at night as a marketing leader?

The impact of social media on young people, especially on their mental health. It’s alarming how much it’s affecting today’s youth, with young girls being particularly vulnerable to anxiety and depression. We’re witnessing a mental health crisis, especially among teens, and much of it is tied to social media. It’s devastating and terrifying.

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

Networking has always been central to how I approach business. Joining TMS feels like the perfect opportunity to build an exciting new network in the UAE and beyond. Having just moved to the region, I’m really looking forward to being part of this impressive group of marketers - learning from them and, hopefully, having some fun along the way!

Why does marketing matter to you?

Marketing matters because in my view, it’s the heartbeat of business success. It allows you to tell your story in a way that captivates, resonates, and truly stands out. We’re all driven by emotions, often without realising it, and marketing taps into that core. It’s not just about selling - it’s about creating emotional connections that shape decisions and inspire loyalty.

Tell us something that’s not on your CV

I’m a qualified Trauma-Informed Practitioner, working with children facing mental health challenges. In my spare time, I work with teenage girls specifically, helping them navigate the complex and often overwhelming journey through adolescence.

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Published on 30 October 2024