MY CIPP
Spotlight on...
Marketing
Sarah Winnett ACIPP, marketing manager and Sam Parkes ACIPP , marketing executive
Can you describe the team – who are they, what do they do and what are their backgrounds? The marketing team consists of our marketing manager, Sarah Winnett, marketing executive, Sam Parkes and we’re currently recruiting for a marketing co-ordinator. Sarah leads on the brand, marketing strategy, budgets and planning, and works closely with partners to ensure we’re representing the industry. Sarah has recently joined the CIPP and, although new to the payroll sector, has more than 20 years of marketing experience, from both client and agency-side roles. Sam creates all the digital campaigns which includes email and social media campaigns. He then analyses and reports on this activity so we know what’s performing well, and what we can improve on going forward. Sam joined the marketing team in 2019 and is currently widening his range of skills by studying for his Digital Marketing Apprenticeship. What are the main priorities of the marketing department? The sector is extremely fast-paced and, as such, our marketing planning needs to reflect this. While we’re always planning ahead, we also need to ensure we’re reactive, and working collaboratively across the business,
to stay abreast of trends, legislation and news, to share with the payroll profession. Overall, it’s our job to ensure we implement and successfully deliver the marketing strategy, in line with our corporate strategy, to deliver growth and brand awareness sector- wide, to effectively represent the industry. What skills does a marketing team member need? As a marketing manager, Sarah has studied marketing as part of her business degree and gained her Level 6 Chartered Institute of Marketing Diploma, and Sam is also studying marketing principles, which are important when starting your marketing career. Although qualifications are a good, solid grounding, there are some other key skillsets we look for across the marketing team. We always want our communications to be as engaging as possible, to ensure our messages resonate with members across various channels. As such, creativity, copywriting and proofreading are all really important, as well as being able to work in an extremely fast-paced and busy environment. Teamwork is another key strength as we operate a ‘one team’ culture. We need to support each other given the pace of work, be reactive as things change and be able to work with both internal and external stakeholders effectively and efficiently.
We all have our own specialisms too – as a team, we want to be challenged and learn from one another, no matter what role we’re in. Finally, a passion for marketing and a willingness to learn can never be underestimated. What do you think you and your team can bring to the future strategy of the CIPP? We hope that, through our work, we continue to raise the profile of payroll in businesses across the UK and internationally, and support our members, by offering tangible membership benefits and industry- leading education products and services. What do your roles mean to you? Sarah: As the new marketing manager at the CIPP, I’ve brought many years of multi-sector marketing experience, but am new to the payroll sector. I can’t wait to learn and make a real difference to the CIPP, our members and, in turn, the industry. Sam: Having been in marketing at the CIPP since 2019, I have discovered a lot about what it means to be a marketeer and continue to learn more every day. As executive, I enjoy contributing to campaigns, measuring their effectiveness and advertising all the great things we offer to support payroll professionals. n
| Professional in Payroll, Pensions and Reward | May 2022 | Issue 80 8
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