What does it take to thrive in marketing today? Whether creating positive experiences or learning new things, Olga Chetverukhina, CM, Digital Marketing Lead at BCU Financial, embodies dedication to her craft. In her CM Spotlight, Olga discusses pivoting to marketing, escaping toxic work cultures, artificial intelligence and the rise of the creator economy. She also discusses how certifications like the Chartered Marketer validate your accomplishments and propel your career forward.

Reputable Body of Knowledge

Marketing is one of those professions where things change rapidly, so lifelong learning built into the core of the CM curriculum and designation is crucial for today’s marketers. In any profession, it’s important to set standards backed by a reputable body of knowledge, and the CM designation does just that.

Vast and Complex

I became a marketer after transitioning from a Supply Chain and Logistics background after earning a master’s degree and working for five years in the field. I realized the power that communication holds and was captivated by the stories of famous brands, the creativity of their campaigns and the strong consumer sentiment that they managed to create.

What led me to pivot in my career 11 years ago, was my passion for creating positive customer experiences through creative expression of the brand storytelling. Since pivoting to marketing, I have discovered how vast and complex the profession truly is and have never looked back. There’s a place for creativity, communication, technology, analytics, optimization, influencing and much more.

Sales Volume Suffers

One thing that I find unique about marketing as a profession is that nobody seems to notice or remember it exists until it stops working. Often, marketing budgets are the first to be cut when the business is struggling, or when the economic situation is unstable. Companies need to ask themselves, how can you continue to grow or even sustain if there is no marketing activity? It is marketing that is being downsized in those cases, and unfortunately, sales volume suffers before people start to realize its importance.

Continuous Learning

I stay current in marketing by focusing on continuous learning. Most days start with a 10–minute read of the news from the marketing world, like interesting cases, brand strategies, or new developments in the marketing stack. My company has an annual professional development plan where everyone is encouraged to explore opportunities to upskill, so every year I do a major course followed by a certification. I have also worked with a marketing mentor in the past. Webinars and live events provide access to the top minds in the industry and the opportunity to network with peers. This year I am even considering giving back by becoming a mentor.

The Digital Front

My first marketing role was in B2B manufacturing, and my objective was to digitalize our marketing. Back then, there was a lot of resistance and doubt from our clients, everyone preferred quarterly magazines to be printed and mailed, and product flyers had to be print-friendly. Currently, I work in a Canadian financial institution established 73 years ago. My major task is digitalization, but this time it’s strongly supported, and the path is paved for it. Digital has weaved its way into unbelievable areas of our lives and makes strides every year. Now, it’s impossible to imagine even the most traditional business without at least something happening on the digital front.

Foreign Experience and Toxic Culture

As a newcomer to Canada, it was immensely difficult to find a job in my field. No one seems to consider your past experience outside Canada, although, at the core, most of marketing is no different in Canada than anywhere else. I had to learn how people were recruited, pay attention to networking and how to present my foreign experience positively. Another major challenge that can affect anyone’s mental health, is working in companies with a toxic work culture. My mantra is: “If you can’t change things and they are not working for you, take care of yourself and look elsewhere!”

Adaptability, Clarity, and Communication

The defining moment of my career came when I discovered the perfect intersection of my skills as a marketer and project manager. This realization came after leading and driving the execution of several complex campaigns with tight deadlines. My colleagues gave the highest praise for my work. At that moment, I understood the true power of strategic collaboration, operational excellence, and stakeholder engagement. I also understood how working in Supply Chain shaped my operational mindset and how beneficial it is for project management and knowledge.

I found immense satisfaction in streamlining processes, building bridges between diverse departments, and delivering results that exceeded expectations. Marketing project management allowed me to bring plans to life, showing me how impactful it can be in the profession. This realization shaped my career trajectory, as I became passionate about not just executing campaigns but optimizing how teams work together to achieve success. It reaffirmed my belief in the importance of adaptability, clarity, and communication.

The Creator Economy and AI

I am most excited about the growth of AI and where it will lead us. While the possibilities AI presents are endless. New possibilities are being developed every day, and it’s fascinating to be part of the generation solving them. Another trend to watch is where the whole creator economy will lead us and whether there will be any major shifts this year.

Experiment and Learn

I learned on my journey that if you try to stay in a field that doesn’t ignite a spark in you, you can learn how to do your job well and even excel, but you will be missing a big piece of what makes you who you are. Whether it’s a new channel, tool, approach, market, or maybe moving to a new country, you’ll never know until you try. When something works out, we win, when it doesn’t, we gain experience. Don’t let anyone convince you that you can’t do something because you didn’t study marketing at a university.

Don’t let them convince you that you didn’t get 20-50 certifications or suggest that you’re unqualified because you haven’t worked with a certain tool. The beauty of our profession is that it allows you to experiment, try new things, get better, and learn something new. Two thirds of my accomplishments were things I’ve never done before! Certifications like the Chartered Marketer allow you to get that much-needed external validation that helps propel you to the next level. Go ahead and make that jump, you won’t regret it!

 

 

Becoming a Chartered Marketer not only boosts your credibility but also ensures you stay competitive in this evolving field. Download the CM Brochure to learn more about the pathways to becoming a Chartered Marketer program today and take a significant step in your marketing career.