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We had the privilege of hosting a captivating career insights panel featuring four dynamic marketing professionals: Russell Tan, Shawn Goh, Bjorn Lee, and Alvin Or. Each of these accomplished experts shared their personal career journeys, insights into the marketing industry, and the skills needed to succeed in this ever-evolving field.
Russell Tan: “Marketing is About Understanding Consumers and Connecting with Them”
Russell, who has extensive experience in consumer marketing, kicked off the discussion by emphasising that, at its core, marketing is about understanding why consumers use a product and what drives their decisions. He stressed the importance of using data to "crack the code" behind consumer behavior. Russell also noted how marketing is not just about promoting products but about building a deeper connection between the brand and the customer. He encouraged aspiring marketers to focus on the end-to-end consumer journey and think strategically about how to create long-lasting customer relationships.
Shawn Goh: “Marketing is Personal, Versatile, and Ever-Changing”
Shawn, who entered the marketing world through advertising in Polytechnic, shared his personal perspective on why marketing is both personal and versatile. He described it as an industry where creativity meets data, and the challenge is finding innovative ways to engage and resonate with people. For Shawn, marketing is ever-evolving, particularly with the impact of technology. He discussed how digital marketing has reshaped the space and how marketing professionals must continuously adapt to new tools and platforms.
Bjorn Lee: “Marketing is Both Art and Science”
Bjorn, a professional working with banks and other clients, highlighted that marketing combines both creativity and analytical thinking. He believes that marketing is about telling a compelling story while leveraging data to measure effectiveness and guide decisions. He sees it as a multifaceted field, where blending both art and science leads to successful marketing campaigns. Bjorn encouraged aspiring marketers to explore both sides of the spectrum, whether it's developing creative strategies or analyzing performance metrics.
Alvin Or: “AI is Transforming Marketing, But the Human Touch Remains Essential”
Alvin, who works in e-commerce and app-based marketing, discussed how artificial intelligence (AI) is playing an increasingly significant role in the industry. While AI helps marketers save time and streamline processes, Alvin emphasised that the human touch is still essential in ensuring campaigns feel authentic and resonate with consumers. He stressed the importance of vetting AI-generated content to maintain the emotional connection with audiences, which is vital for building brand loyalty.
Essential Takeaways Key on the Marketing Industry
The Role of Technology in Marketing
All speakers agreed that technology is playing a huge role in reshaping marketing strategies. Whether it's using AI to optimise content creation or relying on data analytics to gauge campaign performance, the ability to leverage technology has become a game-changer. However, technology was viewed not as a replacement for human creativity but as a tool to enhance efficiency.
Navigating Challenges in Marketing
Russell shared an experience where a publicity shoot with a celebrity in China faced unexpected issues, like loss of product stock, and emphasised how the key is to analyse the situation, adapt, and avoid panicking in a crisis. Similarly, Shawn discussed the need to manage client expectations, especially when campaigns don't go as planned.
Work-Life Balance in Marketing
When asked about work-life balance, Shawn noted that marketing roles, especially in digital spaces, often require integration of work into personal life. However, he emphasised that it's important to set realistic expectations and find a balance that works for both professional and personal commitments. On the other hand, Russell mentioned that mistakes are part of the journey, and the goal is to create an environment where you can fail and learn productively!
Q&A Segment with the Audience
The panel also engaged in an interactive Q&A session, allowing the audience to ask questions about the ever-evolving landscape of marketing. One of the key takeaways was Bjorn's insight into the diverse nature of marketing, where both qualitative elements, like storytelling, and quantitative aspects, such as data analysis and performance metrics, play crucial roles. Russell also shared valuable advice on problem-solving during interviews, explaining that employers often look for how candidates approach challenges and encouraging them to bring their unique perspective to the table.
When asked for advice on how to break into the marketing industry, each speaker shared valuable insights. Alvin encouraged students to explore different roles and not stress about having everything figured out right away. He believes that gaining experience in various areas of marketing is key to discovering where your true passion lies. Bjorn highlighted the importance of resilience and reminded the audience that while academic results are important in the short term, the practical experience and problem-solving skills ultimately set individuals apart in the long run.
Russell advised aspiring marketers to stay curious and keep learning, emphasising that both emotional intelligence (EQ) and intellectual intelligence (IQ) are equally crucial for success in the industry. Shawn encouraged students to take risks and not be afraid to make career jumps if they felt a role wasn’t the right fit. He stressed that building resilience and learning from each experience are essential for growth in marketing.
Final Advice for Aspiring Marketers
The panel concluded with powerful advice for aspiring marketers: explore, be curious, learn continuously, and never be afraid to take risks. The marketing world is dynamic and fast-paced, but with the right mindset and resilience, students can carve out a successful career in this exciting field. We would like to thank our panelists for sharing their expertise and invaluable insights with us!
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