Member Interview with Shelley Walker

We are delighted to bring you a Member Interview with Shelley Walker, Head of Marketing, The Exeter 

What’s your golden rule?

Always remember why I got into marketing in the first place. It's easy to get lost in semantics, but I believe in focusing on the bigger picture and the greater good. Marketing is so much more than what people outside this industry think. It's about connecting, inspiring, and making a positive impact. And let's be honest, if we're not having fun along the way, we're doing it wrong!

Who has been your biggest influence?

connection. Their approach emphasised being human and empathetic as a leader, understanding that underneath it all we are real people with real emotions. This has inspired me to lead with empathy, always striving to connect on a deeper level and make a meaningful difference.

What is your most hated business expression?

"Low-hanging fruit". To me it sounds like picking easy wins without any real strategy. I'd rather focus on meaningful opportunities that drive long-term success.

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

Realising that surrounding myself with the right people is the key to success. Whether it's hiring ridiculously talented people or collaborating with inspiring colleagues - the best ideas often come from a great team and great collaboration. 

Which leader do you admire most and why?

After listening to Pete Markey, CMO at Boots, give an update at Amplify last year I really admired his approach. His story was clear - it's not just about driving sales, but about making a positive impact and focusing on the greater good. Embracing initiatives that promote inclusivity and well-being, such as the 'Feel Good' campaign and the Macmillian beauty advisers. For me there is something inspiring about leading with authenticity, while fostering a supportive and innovative environment.

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

I'm sorry, I have to say it. Technology, evolving socials and AI. I'm ridiculously excited about the possibilities these bring but I also wonder how we will stay genuinely connected with our audiences. With so many channels and technologies at our disposal, it's easy to get caught up in the latest trends that don't suit our target markets and end up causing detrimental impact to brands. 

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

Keeping me focused on my golden rule of thinking bigger picture and greater good. It's easy to stay in your "bubble" and not think of what else is going on outside your own company or industry. Being a part of The Marketing Society allows me to build genuine connections and gather different perspectives.

Why does marketing matter to you?

Marketing is so much more than colouring in, gimmicks and promo codes. It's an art (and a true skill) to be able to understand the behaviors, wants and needs of a target audience and work that back into something meaningful, telling a story that resonates with them. Marketing has the power to be influential - not just for buying and selling, but for creating positive change. And that is something I absolutely want to be part of!

Tell us something that’s not on your CV

My favorite way to unwind is a glass of red wine and some true crime documentaries. The gorier the better. Not exactly soothing - but it works for me!