I fell into agriculture by accident initially. I was working in a PR agency, with a variety of clients within the consumer food and drink sector. While the focus was on the end product and the end consumer, I developed an interest in talking to the farmers and the producers, and learning about their passion for the industry and the welfare of their animals. It was the first time, as an agency, that we took the produce right back to source to understand and appreciate the journey, the dedication, and the challenges. The story we were able to tell became personal and emotional; it was no longer simply product marketing.

I’ve never worked in an industry that is so passionate. People are so willing and enthusiastic to share their experiences, their challenges, and their ideas. It’s such an open industry with a willingness to thrive and adapt as things change. And things change quickly in agriculture. As a result, we are able to form close relationships with our clients and industry partners, and we can respond and react quickly as the industry evolves.

I managed a company product launch, which involved the migration of all clients from one well-established product onto a new product. The marketing and comms plan was complex and multi-faceted, requiring input and buy-in from all internal staff, existing customers, and the industry. We developed a Go to Market strategy to support the product launch and a Migration Strategy to support clients’ transition from one product to another. The project required an overhaul of all messaging, and we implemented a values matrix, messaging framework, value proposition, call scripts, FAQs, conversation cards, crisis comms, and several other resources to ensure the messaging was consistent across all marketing channels and client touchpoints. The product launch consisted of a brand identity to support a 4-part teaser campaign to generate leads, and a multi-step launch campaign across social, digital, PR and email channels. This project was actually shared across the wider organisation as an example of how to successfully handle migration and product launches.

We have the best team and clients, and they always keep a smile on my face and a spring in my step. When you work in an industry you love, with people you respect and admire, you can’t help but feel motivated and inspired.

My TED talk would be on the importance of understanding, reviewing, and improving your customer journey, right through from brand awareness to brand advocates. So often, businesses review elements of their customer journey such as the marketing or sales process in isolation and overlook the importance of reviewing and scrutinising the complete journey, looking for inefficiencies and duplication, which ultimately results in confusion and frustration for the customer. When you put yourself in your customers’ shoes and follow the steps they must take in order to work with you, you are able to create a simplified journey that nurtures your customers in the most positive way.

Pigs are my favourite animals. They’re social animals, they’re smart, and they’re friendly and curious, good all-rounders, really.