Do you crave variety? Dina Taher CM, Marketing Strategy Manager at Mortgage Professionals Canada, does, and she found it in marketing. In her CM Spotlight, Dina emphasizes the power of networking, the value of analytics in proving marketing’s impact, and the importance of continuous learning. 

Ensuring Accountability

Most professions have recognized designations, such as P.Eng, FCA, and CPA. It makes sense for marketing to have a designation to stay aligned and ensure marketing professionals are accountable and held to the highest standards.

Encompassing Specialties

I studied Communication and Media Studies and took several business courses, including marketing, as electives. I was eager to get involved in student clubs and associations, and joining the Communication Association was a natural fit considering my major. The association had an unpaid marketing and advertising role, which I applied for and worked in for one year.

After graduation, the experience I gained from the association helped me break into entry-level marketing roles, leading me to commit to marketing as a full-time career. Since then, every position I’ve held has been marketing-related, and I’ve focused on growing and developing in this field. The versatile nature of marketing inspired me to pursue this career path because no two days are the same. Things are always evolving and changing, and marketing is a broad umbrella encompassing many different specialties.

Adding Value

Networking during university and socially at the Communication Association helped me navigate the job market. The mistake I made was stopping networking once I landed a job. I became comfortable in my role until I realized I was in a bubble. After starting my role at Metro Supply Chain, just after the pandemic, I decided to get back into networking to keep up with the evolving industry and stay in the loop. Around this time, I started looking into potential associations or clubs for fellow marketers and investing in my LinkedIn account. Every step of my journey has taught me something new and added value to my career. Networking, which I started focusing on later, has been especially impactful.

Analytics Matter

A social media post or email is about more than checking off a task or making your feed look good. It’s about driving results and using numbers to do it. Clicks lead people to visit the website, add a product to their cart, read a full press release, or become a lead. That’s why analytics matter—they’re proof of impact. They let you defend and showcase the value of your work. For too long, marketing has been undervalued and overlooked as a key driver of success. But with today’s analytical tools, you can prove otherwise.

The Right Platform

I’ve recently learned that while the message might stay the same, the medium constantly evolves. You might be promoting the same product, but how and where is what really matters. Knowing where your target customers are is crucial. Just because they were on Facebook a few years ago doesn’t mean they still are—they might have shifted to YouTube.

Finding the right platform is key. I’ve noticed that podcast marketing has become popular lately, and I’d love to dive deeper into that space. I stay current by staying up to date with the Canadian Marketing Association, attending in-person and virtual industry events, continuously learning, and leveraging AI and the latest technologies. I also gain new insights from dedicated software and platforms like Adobe, Canva, and others.

Always Evolving

Marketing has become increasingly digital since the pandemic. With the shift to hybrid and remote roles, I spent more time on my own, hyper-focused on the screen and executing results. This boosted my productivity, mainly because there were no distractions. Marketing is always evolving, with new platforms and trends emerging across design, eCommerce, social media, and Google Ads, which is why being tech-savvy is a must.

The Corporate World

I landed my first marketing role by volunteering for an unpaid position with the Communication Studies Students Association at York University. I wanted to ensure that when I graduated, I had something marketing-related to add to my resume. Entering the corporate world years ago was challenging because it was difficult for new graduates to secure a decent marketing role. While I was able to secure an entry-level marketing position at a startup company, the competition was high, and not many schools offered co-op or internship opportunities at the time.

Standing Out

I landed my current role as the Marketing Strategy Manager at Mortgage Professionals Canada while earning my Chartered Marketer designation. Earning the CM didn’t get me the job, but it gave my resume an edge and helped me stand out. Those two letters after your name add a layer of credibility and professionalism in marketing. The CM designation raises the standard and makes your voice more influential, whether in the workplace, among peers or at industry events. Earning the Chartered Marketer designation, with knowledge in all areas of marketing, from advertising and strategy to eCommerce and communications, makes you a capable, well-rounded marketer.

AI-Driven Content

AI-driven content creation offers a vast space to explore, with tailored and personalized results, and so far, it’s worked perfectly for me. I mainly use AI to edit, proofread, and organize my content. Using AI saves time because what used to take two hours can now be accomplished in one simply by using ChatGPT. Moving forward, I plan to explore AI-generated branded images instead of relying solely on stock photos to diversify and strengthen our visual content.

Increasing Value

Every marketing role I’ve had started with a specific focus, and once I got comfortable, leadership would expand my responsibilities to complement and grow my skill set. I focused on design, e-commerce, and Google Ads at Kohl and Frisch. At Metro, the focus shifted to social media, specifically LinkedIn and newsletters. Over time, I continued to build a diverse range of skills, and today, I consider myself a marketing generalist with a versatile toolkit.

Marketers should keep learning because there’s always room for growth, whether understanding a new trend, tool, or method. Focus on a specialty within marketing and excel at it, then expand your skills and incorporate other specialties. Remember, your value increases the more you know.

 

 

 

 

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.