In her CM Spotlight, Destiny Hammel, CM, Marketing Lead, Canada at Simplot Grower Solutions, highlights the tools the CM provides marketers, the challenge of doing more with less and the importance of strategic thinking. She also underlines the need for continuous learning and adaptability and the potential impact of AI on the marketing profession.

The Tools

As someone new to marketing, having a program and professional standard is crucial to understanding the profession and having others to lean on and learn from. Early on in my career, I came to a small organization with no marketing professionals and felt like I was making everything up along the way. The CM Program gave me the tools I needed to understand the profession and where a marketing role and team fit within an organization.

Understanding Needs

The creative aspects inspired me to become a marketer. I started out working in graphic design, building communications, and running events. As I grew in my role and gained experience, my love of the profession evolved. I am passionate about understanding the needs of the business and working with internal and external customers to deliver creative solutions that advance our goals. Understanding the customer is incredibly important and a fun part of the role. Getting to know people, learning their needs, and developing unique solutions while helping simplify life for the sales staff and customers is the most enjoyable part of my current role.

Strategic Thinking

Strategic thinking is essential. Often, those who do not work in marketing think of “marketers” as event planners and poster-makers, but there is a big difference between strategic work and tactical work. Always ask yourself, “Why am I doing this?” and “What goals are we working toward?” before taking on additional projects. These questions can help ensure that you manage resources and your time effectively. It’s fun to say yes to projects and to make people happy, but sometimes it can be detrimental to larger goals for the company or your customer.

More with Less

The biggest challenge is that we marketers are expected to do more with less money, resources, and time. It is more important than ever to ensure that we are managing resources effectively when the perception of the marketing profession is that we’re the fun guys. We can still be fun, but it’s important to continue showing the value of the work and tools we create for our organization. Showing value to others for abstract concepts or ideas can be challenging, so understanding how data and analytics can help you improve and show value is essential.

Continuous Learning

I’m fortunate to work for a company that supports and encourages professional development, so I stay current by continuously learning. I try to sign up for a few CMA courses annually and participate in marketing conferences and webinars to network and learn about the challenges customers and stakeholders face.

Willing to Evolve

I started my career around 5 years ago and am still new to the profession. I’ve noticed how many resources are available if you take the time to look for them. After completing the CM program and participating in other learning experiences, I’ve realized that you don’t need to know all the answers; you have to know where to find them and build a network of people you can lean on and learn from. Change is constant, and being willing to evolve and grow will take you far.

Business and Strategy

Three years into my career, the company I work for was purchased. It has been a massive learning experience for me as we work to update processes and improve how we work with local and international teams. It’s been amazing to learn from more experienced people. I think this acquisition will one day become a defining moment as my role and the way that I view business and strategy have changed. I have learned a lot through this acquisition and continue to do so.

Work Differently

I’m excited to see where AI takes us and learn how we can use it to show more value and help our customers more effectively. I was at a conference this past fall where one of the sessions focused on AI within the agriculture sector. One of the speakers discussed how we are currently facing a “war on talent” as we have a gap between the jobs available and what the younger generations want to do for work. The speaker reiterated the importance of using AI to fill gaps and create new jobs that don’t exist yet. This process can help us work differently. Being willing to change and grow as new technology becomes available will help companies and marketers remain relevant.

Don’t Be Scared

My advice is don’t be scared to ask questions and get to know people. When starting your career, it’s essential to keep an open mind about what you want to do and who you can learn from. A mentor of mine once told me that it’s important to surround yourself with people who are more intelligent than you, and I agree. If you have a network of trusted advisors/mentors and a team of people you trust to do the job, you will be successful. People make all the difference.

 

 

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.