Michelle McEttrick: leader of year?

How did your time at Barclays help you in your role at Tesco?

Barclays was the poster child for the Libor scandal - the bank you love to hate. Tesco was facing loss of trust issues when I joined as well. In both cases we realised you can't advertise your way out of a situation you behaved your way into. So the establishment, and embedding, of purpose and values with colleagues was job one.

 

What do all marketers need to know about shopping?

What was once shopping, is now shopping around. Retailers need to earn every repeat visit every time.

 

What does bold marketing leadership look like?

Not being afraid of making mistakes and learning quickly.

 

What’s the bravest thing you’ve ever done at work?

Trapeze.

 

What’s the hardest part of your job?

Knowing which low-hanging fruit to leave on the tree.

 

What advice would you give others earlier in their career looking to become successful marketing leaders?

Be brave and kind. 

 

(Inspired by the advice Paula MacKenzie, CFO KFC, gives to her young sons)

 

What’s the biggest challenge facing you in the year ahead?

Matching the pace of nimble competitors of all shapes and sizes. 

 

Looking to the future, what will the marketing department look like in five years’ time?

I don't know except for the fact that it will contain the most curious, adventurous and numerate people in the organisation.

 

Marketing Leader of Year 2017: voting now closed
Follow the conversation @themarketingsoc #MSOCAwards