Liverpool Hope Business School welcomed special guest speakers Alex Ratcliff and Becky McKenzie from international sports and leisurewear brand Adanola.
CRM executive Alex and marketing assistant Becky offered a unique insight for Business School students into the world of digital marketing, providing an overview of activities and tactics, how strategic decisions are made in the company and how marketing campaigns are shaped by a data driven approach, tailored between the brand’s UK and US markets.
The talk formed part of the Business School’s industry week, which saw a number of acclaimed business people from the region and beyond deliver sessions for Hope students.
Alex said: “We are really keen to give something back and share our own journeys to hopefully inspire students who are looking at a future career in marketing. We are only five years out of university ourselves so it’s fantastic to be given these opportunities.”
Becky added: “It’s really important to hear from people who have been there and done it, especially as a student who is figuring out their best route into the industry. We’ve both come from different backgrounds to end up in our current roles so we want to showcase that not every journey is the same.”
With a degree in fashion buying, Alex explains how digital marketing as a sector has changed so much since her time at university, having initially gone into e-commerce before landing her current role at Adanola.
Alex said: “This industry is really exciting and every day is so different. Having that practical experience alongside your studies is more important than ever.”
Becky’s career led her to a role in digital marketing by chance, originally working in finance, “I was part of a small team at Adanola so was able to get great exposure to the work that the marketing department was doing and that really sparked my interest. It’s important to be curious about different career pathways and immerse yourself in learning as much as you can.”
Alex’s advice to current students was to take yourself out of your comfort zone and push yourself professionally, and to take the opportunities that come your way. On working at Adanola, she said, “It’s all hands-on deck and with that comes a lot of trust. It’s such a positive space to be in and we’re constantly learning about new prospects and opportunities and as a company we’re always switching things up. We’re so open to ideas and that creates a really dynamic culture.”
Becky added: “I’ve learnt so much in the last year, and I am constantly expanding my knowledge through events, workshops and taking on new projects. Every day is a learning experience and the industry changes so quickly so we have to stay on top of what’s new”.