Could you please introduce yourself and briefly explain your digital marketing efforts to date?
I am a motivated and experienced marketing and communications professional with over 25 years of experience. Throughout my career, I have been responsible for developing commercially focused strategic plans to enhance brand reputation, increase customer loyalty, and deliver profitable growth. I have a passion for working in purpose-driven organizations and truly believe in the power of storytelling. I have worked in a variety of sectors, including motorsport and live events, and currently work in utilities as Head of Communications and Marketing for SES Water.
What aspects of What purpose-driven marketing strategy sessions are you most looking forward to?
I'm really looking forward to meeting my fellow panelists and discussing the insights we can all share to realize our respective objectives. Throughout my career, I have always enjoyed learning from others and exchanging ideas, especially with colleagues outside of the industry I work in. We are excited to share our work at SES Water and embed our purpose in harnessing our potential. Water to enrich nature and improve lives, and how we have done so in meaningful ways.
Among our projects over the past year, what stands out as the accomplishment we are most proud of?
Believe it or not, SES Water didn't have a marketing campaign until 2023. Naturally, this was not considered in the past, as our customer base is defined by our supply area and we do not need (and cannot) expand our customer base. However, like all water companies, our brand reputation was measured by industry metrics and there was room for improvement. Last year, we ran a 12-week campaign using primarily digital programmatic advertising to increase brand awareness and reach a wider audience. This campaign outperformed in terms of impressions, resulting in a significant increase in brand reputation scores.
What digital advancement are you most passionate about?
For the team at SES Water, we are most excited about developing truly smart experiences for our customers. As an example, we recognize that we are not as advanced as the energy industry and need to catch up. I think it's important for us to really understand the value this brings to our customers. Once you understand this, you have a great opportunity to develop bespoke experiences. For example, smart customers will be able to use the data they collect from their meters to develop personalized communications and online experiences for individual customers.
What advice would you give to your friends working in the digital marketing field?
Accept the fact that we can all learn something new every day and be open to new ideas. I would also like to say be bold and don't be afraid to take risks.
Lastly, what is your favorite marketing campaign and why does it resonate with you?
There are a lot of options, but I really liked Dove's Reverse Selfie campaign. This encouraged women to feel positive about their appearance. I thought it was a great piece of work that was moving, timely, and resonated with its target audience. I liked the fact that they used the campaign to spread positive messages about body image and use the platform's responsibility to boost self-esteem. She has over 6 million impressions worldwide and the team that worked on this did a great job.
Don’t miss Lucy’s panel discussion at DMWF Global: Purpose-Driven Marketing Strategy london olympia upon June 25th-26th. Click here to secure your pass now. Let's meet again!
