Stef MacLeod, CM, Vice President of Marketing & Community Investment at Copperfin Credit Union, shares how her creativity and passion evolved, the lesson she wished she had known earlier, and the unique challenge marketing brings. She explains the importance of data-driven decision-making, what excites her about AI, and five things that will ensure you thrive in marketing. 

Skills, Insights, Trends

The Chartered Marketer (CM) program adds credibility to the profession by highlighting your expertise and knowledge within the field. It also offers ongoing career development opportunities demonstrating your commitment to professional growth and advancement. The program also provides marketing professionals with a valuable network of like-minded individuals who can help enhance skills, share insights, and stay current with trends.

My Commitment

Throughout my career, my curiosity, creativity, and proactive approach have been defining traits. Since a young age, I found inspiration in advertising and marketing, igniting a deep interest in the industry. As marketing transitioned from traditional to digital methods, my passion grew. While pursuing various marketing roles after university, it was at Copperfin Credit Union that my passion blossomed. The creative freedom to craft and execute campaigns reignited my enthusiasm. As my career progressed, I embraced a more strategic view of marketing’s importance in guiding long-term business strategy. This transformation deepened my dedication to the field, the role marketing plays at the executive level, and solidified my commitment and passion to this profession.

One Key Lesson

The one key lesson that stands out on my journey is the importance of balancing creativity with data-driven decision-making. I wish I had known earlier in my career how crucial combining creative ideas with meaningful data insights was to drive successful marketing strategies. Diving deeper into data has provided me with better insights into consumer behaviour, buying patterns, preferences, and trends. Analyzing data allows for more informed decisions that resonate with the target audience and drive stronger results.

Forward-Thinking Approach

One unique challenge in marketing is the constant need to adapt to the evolving landscape. Customer preferences and behaviours are continuously in flux, influenced by cultural shifts, technological advancements, social platforms, and economic trends. Marketers must stay informed of these changes to effectively engage with the target audience and adjust their strategies and messaging accordingly. Taking a forward-thinking approach to monitoring emerging technologies and trends is crucial for meeting evolving customer needs, addressing changing demands, and maintaining a competitive edge in the market.

Remaining Current

I’ve pursued several professional development initiatives to stay at the forefront of the industry. These include obtaining my Charter Marketer designation, co-chairing a credit union marketing committee, and joining a national data group focused on predictive analytics. I also attend annual conferences and conduct targeted research to remain current with industry trends and innovations.

Data-Driven Decisions

The most notable change since my first role would be the emphasis on data-driven decision-making and the evolution of technology in marketing strategies. Over the last decade, the reliance on analytics and data to inform marketing initiatives and strategy has wholly alleviated the importance of the profession in business decisions. As a result, marketing has transcended from a mere tactical execution function to a critical strategic force that leverages the power of customer data and predictive insights to impact business decisions significantly.

Challenges

One of the significant challenges I encountered in my career was the lack of recognition of marketing as a strategic executive leadership role. Overcoming this obstacle involved trusting in my abilities and using data to advocate for a seat at the table. By articulating and showing how I could make a tangible impact, contribute to driving business goals, and play a key role in driving strategy I was able to progress my career to the next level. This experience underscored the importance of advocating for oneself and leveraging data to validate professional contribution in an evolving professional landscape.

Profound Sense of Accomplishment

Over the past two years, one occasion stands out as a defining moment that validated all my efforts. It was when I was invited to speak at the 2023 World Credit Union conference on Leveraging Digital and Social Media to Attract Younger Members. Initially overwhelmed with both pride and self-doubt, I questioned my qualification among such esteemed peers. Sharing these concerns with a mentor, they advised, “You know what you’re talking about, own this opportunity.” Walking off that stage, I felt a profound sense of accomplishment. This opportunity not only boosted my confidence as a marketing executive but also validated my contributions and value to the team. That moment marked a transition from needing to prove my worth as an executive to confidently knowing I belonged among my respected peers.

AI-Powered Tools

I am most excited about leveraging AI to personalize customer experiences and optimize campaigns. AI-powered tools will allow us to analyze large amounts of data in real time, allowing for more precise customer segmentation and personalized targeting. This level of data analysis will enable us to deliver tailored content to each customer and meet them where they are in life, increasing the likelihood of engagement and conversion and allowing us to meet our sales target more effectively and drive more effective campaigns.

Embrace Every Opportunity

Embrace every opportunity, stay current on trends, and continuously learn to adapt to changes quickly. Taking risks is essential as some of the most valuable lessons stem from mistakes. Try new strategies and challenge traditional norms to foster innovation. Remain curious and seek customer feedback to continually enhance value and deliver exceptional experiences, as modern marketing relies on data-driven decisions.

This principle also applies to personal growth, as feedback brings professional development opportunities. By embracing learning opportunities, taking risks, nurturing innovation, remaining curious, and seeking feedback, you’ll be well-equipped to thrive while continually evolving personally and professionally.

Stef MacLeod, CM,
Vice President of Marketing & Community Investment at Copperfin Credit Union

 

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.