Corby Fine, CM, Vice President, Digital Marketing and Performance at IGM Financial, pursued a career in marketing after being inspired by the profession’s dynamic nature. In his CM Spotlight, Corby shares what drew him to marketing, why adaptability is vital, the importance of data-driven decision-making, the challenges marketers face and the turning point that became the defining moment of his career.

Credibility, Opportunity, Trends and Best Practices

The Chartered Marketer (CM) program and designation are important because they validate a marketer’s expertise, commitment to professional development, and adherence to industry standards. This recognition enhances their credibility, opens career opportunities, and ensures that marketer’s stay current with the latest trends and best practices.

Shaping Perceptions

My journey into marketing was driven by a passion for the transition to more digital forms of communication, advertising and consumer consumption. Early in my career, I was fascinated by how organizations could influence decisions and create connections through the emerging internet and digital advertising landscape.

The dynamic nature of marketing infused with digital transformation, combined with the opportunity to innovate and drive business growth, inspired me to pursue this path. Witnessing the tangible results of campaigns and the ability to shape perceptions fueled my enthusiasm and commitment to the profession.

Adaptability

One key lesson I’ve learned is how vital adaptability was to being a marketer during a significant shift in the industry towards data driven programmatic advertising and digital marketing. Traditional methods were no longer as effective, and there was a growing emphasis on leveraging data and technology to drive marketing strategies.

This transition required me to quickly adapt, learn new tools, and embrace innovative approaches to stay competitive and deliver impactful results. That’s when I realized the importance of being flexible and continuously evolving to meet the demands of the ever-changing marketing landscape.

Unique Challenges

Marketing professionals face unique challenges such as staying ahead of rapidly changing consumer preferences, navigating the complexities of digital platforms, and measuring the ROI of campaigns. Additionally, balancing creativity with data-driven decision-making and managing cross-functional collaboration can be particularly demanding. Finally, all kinds of regulations around data, privacy, compliance, etc. must be understood and followed as they constantly change and evolve.

Attending, Engaging and Experimenting

Staying current involves continuous learning through industry publications, webinars, and networking with peers. Attending conferences and participating in professional development programs like the CM designation also help. Engaging with thought leaders on social media and experimenting with new tools and technologies are crucial for staying ahead.

Digital Channels and Data-Driven Strategies

The most significant change I’ve noticed from my first role to the one I am in today is the shift toward digital marketing and data analytics. When I started, traditional media dominated, but today, digital channels and data-driven strategies are at the forefront. This transformation has revolutionized how we approach campaigns, measure success, and engage with customers.

Toughest Challenges

One of the toughest challenges was navigating the transition from individual contributor to leader. The fear of losing one’s technical expertise to foster growth in development in others can be scary. It’s not for everyone and there is no right or wrong path. Just know what you want and what will motivate you to be the best version of yourself.

Turning Point

The defining moment of my career was having the opportunity to convince my executive team at my integrated telecommunications and media company that data was the future of advertising. I needed the green light to build out what was one of Canada’s first, large scale in house programmatic trading desks for digital advertising. Not only was it for our advertising but we turned it into a managed service revenue stream for our media business.

This project involved innovative strategies, cross-functional collaboration, and meticulous execution. The success of the project not only validated my skills but also reinforced my passion for marketing. It was a turning point that opened new opportunities and solidified my reputation in the industry.

AI and Machine Learning

The trend I’m particularly excited about is the rise of artificial intelligence and machine learning in marketing. These technologies are transforming how we analyze consumer data, personalize experiences, and optimize campaigns. The ability to leverage AI for predictive analytics and automated decision-making promises to enhance efficiency and drive more impactful results. This trend is set to revolutionize the marketing landscape and offer unprecedented opportunities for innovation.

Stay Curious

My advice is to stay curious and never stop learning. Embrace change and be open to new ideas and technologies. Build a strong network and seek mentorship from experienced professionals. Focus on developing both creative and analytical skills, as the combination is crucial for success. Lastly, be resilient and persistent, as the marketing profession can be challenging but incredibly rewarding.

 

 

 

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.