In her CM Spotlight, Leslie Andrachuk, CM, Digital Director at RSRS/The Health Insider, addresses how many claim to be marketers without training or knowledge. A lifelong learner who’s adapted from traditional to digital marketing, Leslie recounts how marketing was done before the digital age and highlights the importance of continuous learning and the value of time.

Proven Ability to Drive Results

The CM designation elevates and creates trust in the marketing profession by setting a national standard for strategic expertise, ethical practice, and continuous learning. CM professionals bring a proven ability to drive results, adapt to emerging trends, and apply data-driven insights. The program fosters an integrated marketing understanding, positioning CM holders as leaders who bridge strategy and execution. The CM designation strengthens individual careers by reinforcing credibility, continuous learning, and commitment to excellence. It enhances trust in marketing as a discipline that delivers measurable business impact.

Lifelong Learner

I started my career in film and broadcasting. In 1997, I was recruited to work in one of Canada’s first web design firms, which catapulted me into digital early in my career. My experience working in Romania electrified my imagination, transforming me into a professional marketer. In the late 90s, after a few years working in this web design firm, I was hired as an expat in Romania as a Marketing Manager for a cell phone company that was launching an ISP called Xnet.

Alongside my agency McCann Erickson, we developed a launch campaign that changed my career forever. It featured aliens coming to Earth, bringing the power of the internet! The creative media plan, including TV and outdoor advertising, was so clever that after executing our teaser campaign, we had unrivalled brand awareness and pent-up demand for our offering. After returning to Canada in 2001, I have spent my career fearlessly leaping into digital marketing and media jobs. As a lifelong learner, there is nothing more thrilling.

Business Drivers

One of the biggest challenges is that everyone thinks they are a marketer. Many other professions defer to the professional – imagine telling your company accountant that you’ll do your cash flow analysis. The CM designation is critical because it brings structure to the profession. Until recently, marketing wasn’t considered an important driver of business. With the advent of digital, which requires an approach that is 50% science and 50% art, marketers are finally recognized as business drivers, delivering KPIs such as sales-ready leads, direct product sales and more.

Learning by Doing

I learn by doing. Although I’m a senior-level marketer, I constantly have my finger on the pulse, whether it’s SEO, social media, email marketing, and more. I use my experience and update my skills and knowledge by consuming content daily, both for work and to keep current with changes in the profession.

Before Digital

When I started, marketing was far more limited; we had traditional (offline marketing). At the time, our media plans included radio, TV, print or out-of-home. Producing creative was expensive, so only the more prominent brands could afford to develop media and creative to market. Today, digital media allows anyone to be a creator. Before digital, marketing was all about the art and campaign effectiveness, while measurement was tricky. Today, we can measure so much that some people get mired in the data. The science of the profession, at times, is in direct contrast with the artistic aspect. Building marketing teams has become more complex than it was 25 years ago, before digital.

Knowledge and Leadership

As a marketer in the media/publishing sector, I was laid off 5 times in 15 years. Being laid off once was devastating, but 5 times was exhausting. I felt ostracised, like I had nowhere to turn and no support, and stressed trying to support my family during the chaos. There were days when I never thought I would get back on my feet. My belief in my leadership skills and the value of my knowledge and experience has never wavered. It has only grown due to the difficulties I experienced.

Innovative and Effective

As a marketer, programmatic display has never made me very happy. It’s ineffectual, the landscape is cluttered, and you never really know where your ads will show up. I’m excited to see the rebirth of direct-to-publisher marketing, where publishers and marketers can collaborate and produce innovative and effective ways to market their products and services.

The Value of Time

Your career is not linear. The new career approach includes time away from work, lifelong learning, caring for family members, and working with different employers. Protect yourself by saving money for the proverbial rainy day as you navigate peaks and valleys. Gone are the days when we toil away our youth for early retirement with a nice pension. Today, pensions are rare, so living now and integrating a work-life balance is the best approach to life, in my opinion.

Think about what you want to achieve in the long term and what difference you want to make in the world. Understand what makes you happy to avoid becoming complacent in your career. Complacency leads to little learning and a sense of drudgery, so do not be afraid to take risks to grow. In my opinion, time is the most valuable currency in life. So, choose who and what you choose to spend it on wisely.

 

 

 

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.