From Ukraine to Canada, Elena Herweyer, CM, President, and Creative Director at Art Fresh Marketing Agency, was always drawn to creativity and storytelling. In her CM Spotlight, Elena recounts becoming an entrepreneur, what motivated her to push her boundaries and make an impact, and why it’s vital to understand your target audience. She also shares her excitement about the future of personalized marketing and AI-driven tools in creating deeper customer connections.

Meet, Network, Share

The Chartered Marketer designation is about leveling up in marketing. It builds credibility, keeps you sharp by updating your skills, and opens doors to leadership opportunities. The CM is a great way to meet peers, grow your network, and share ideas. Once you’ve earned your CM, it’s a trusted badge of expertise that truly sets you apart.

More Than a Job

My marketing journey started in my homeland, Ukraine. Growing up, I was always drawn to creativity and storytelling, which led me to pursue a master’s degree in fine arts and graphic design. I landed my first job at one of the top creative advertising agencies in Kyiv. Working with iconic brands like Mercedes-Benz, Microsoft, and Samsung, was a dream come true. The energy, creativity, and thrill of bringing ideas to life was captivating. That’s when I knew marketing was more than just a job, it was my passion.

Pushing Boundaries

David Ogilvy and Walt Disney’s bold visions, intelligence, strategic thinking, and boundless creativity, motivated me to dream bigger and push my boundaries further. They taught me that marketing isn’t about selling—it’s about helping people discover the unique benefits of products that makes lives better. Marketing is about connecting with people, sparking emotions, and telling stories that truly matter. These early experiences shaped me into the entrepreneur and marketer I am today.

Triggering Action

The key to great marketing and business success lies in truly understanding your target audience and their desires. You need a crystal-clear grasp of their needs, pains, hopes, and dreams. Then you can craft the perfect strategy, visuals, and words that strike like lightning, showing the target group, you’ve got the solution they’ve been searching for.

People’s desires, hopes, and challenges are constantly evolving, shaped by new economic realities, technologies, and innovations. It’s essential to continue learning about human psychology, motives, and behaviours, because without in-depth research and market demand analysis, it’s impossible to hit the bullseye with your business offers and marketing efforts. If you truly understand the people you’re speaking to, you can craft messages that don’t just resonate—they trigger action.

Unique Challenges

Marketing is full of unique challenges that keep things interesting and demanding. One of the greatest hurdles is keeping up with the rapid changes in consumer behaviour, media platforms and technology. Trends shift constantly, and staying ahead means always learning and adapting. Another challenge is the overwhelming amount of data available. While data is essential for making decisions, you must use reliable data instead of chasing numbers that look good on paper. There’s always been a balancing act between creativity and metrics. There’s constant pressure to show measurable results like conversions or ROI. Sometimes, that can make it tricky to fully embrace the creative process. Finally, always maintain brand consistency across different platforms and stay on top of ever-changing algorithms.

Impact Over Trends

Staying current means staying curious and being adaptable. I learn through online courses, webinars, or by reading up on the latest trends. I network with other professionals and contribute through the CMA Brand Council. I follow thought leaders to get fresh ideas and enjoy experimenting with new tools and strategies to see what works. I use data to guide my decisions ensuring that I’m always adapting in ways that make a real impact, instead of simply following trends for the sake of it.

Data-Driven and Technology-Focused

Since my first role, marketing has become more data-driven and technology-focused. When I first started, marketing was about traditional methods like print ads, but now, it’s digital and real-time data analysis. Today, social media and content marketing have taken over, while selling has taken a backseat to building relationships. The pace has also picked up, making agility a must to stay on top of trends and customer needs.

Personal and Professional Growth

One of the toughest challenges I’ve faced was adjusting to the unique requirements of the North American market, along with the rapid changes in the profession, and the rise of digital marketing. Adapting to new technologies and platforms became crucial. Another challenge was finding the right balance between creativity and data-driven decisions. Sometimes, a great idea doesn’t quite fit with the numbers. Managing multiple projects with limited resources was tricky, but it taught me to prioritize, delegate, and stay focused as an entrepreneur. Overcoming these challenges sharpened my problem-solving skills and contributed to my personal and professional growth.

Becoming An Entrepreneur

The defining moment of my career came when I moved from Ukraine to Canada and started Art Fresh Marketing Agency without partners or investors. I discovered my desires, tested my skills, and challenged myself to prove my credibility and ambition in a new country. All I had was my entrepreneurial passion, creativity, and 12 years of professional experience in advertising and marketing to rely on.

I learned invaluable lessons about building trust while gaining my first clients. Each challenge made me stronger and taught me that my passion for personal and professional development could make the business growth, assembling an led to team, and working on inspirational rebranding and marketing projects with both amazing impossible, possible. These lessons local and international clients. These projects stressed deeply understanding the audience, aligning the brand with core values, and crafting a new strategic vision.

The results were client satisfaction, customer feedback, and winning my first top international award (SIA, USA) in 2013 among creative projects from 28 countries. The success solidified my confidence in merging creativity with business strategy, setting the tone for everything that followed.

Meaningful Engagement

I’m most excited about the continued rise of personalized marketing and the integration of AI-driven tools to create hyper-targeted, customized experiences for consumers. As AI and machine learning evolve, the ability to analyze customer behaviour and deliver tailored content in real-time will only get better. This will allow brands to create deeper connections with their audiences and enhance customer loyalty. I’m excited to see how automation, combined with personalized messaging, will transform customer journeys and lead to more meaningful engagement.

Take Risks

My advice for aspiring marketers is to focus on building a strong foundation with creativity and business acumen. Don’t just learn the tools—understand the “why” behind the strategies.

Stay curious and keep learning, adapt lateral thinking, whether that means experimenting with new tactics or keeping up with industry trends. It’s also crucial to be creative every day. The marketing world is constantly evolving, and your ability to pivot will set you apart. People respond to real, meaningful communications, so be authentic and connect with your audience on a human level. Don’t be afraid to take risks and step outside your comfort zone, as those bold moves often lead to the biggest breakthroughs.

 

 

 

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.

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