60 second interview: Kirsty Tucker

How long have you worked in marketing?

Although I hold a degree in Marketing, I actually began my career in events delivering large scale activations for the automotive sector. I transitioned into a pure marketing role 10 years ago and haven’t looked back since.

What is your current role and responsibilities?

I'm the Marketing Manager at The SnowDome, leading a team of four passionate marketeers. Together, we deliver end-to-end campaigns across all SnowDome brands and product verticals from strategy to execution.

What marketing outcome, campaign or activity are you most proud of in your career to date?

At a previous role at Silverstone, I joined just as the pandemic hit. With no fans allowed for the 2020 British Grand Prix, we had to pivot fast. Working on a retention campaign to encourage fans to roll over their tickets and we exceeded our retention target by 20%. This laid the groundwork for a sold out 2021 Grand Prix, the highest attended in the venue’s history at that time.

What inspiring campaign has caught your eye recently, and what do you like most about it?

I’m loving brands that are brave enough to focus on longer term brand building over short term performance. Yorkshire Tea is a standout their tone, creativity and consistency over the past few years have been brilliant (and let’s be honest, they’re the only proper choice of tea anyway!).

What’s your take on the use of AI in marketing?

Its use is inevitable and while it's a powerful tool, I do worry about the homogenised tone that's emerging (the classic "ChatGPT voice"). I also think we all need to really consider where and when we’re using AI to ensure efficiency particularly from an environmental stand point. That said, I’m genuinely curious to see how it shapes our industry over the next few years, I think the entire marketing landscape is set to change drastically with potentially the largest shift since the online era.

What do you think is the most exciting marketing trend right now?

The shift back to emotional, storytelling led campaigns feels refreshing. Brands leaning into personality, humour and nostalgia are cutting through the noise in a really memorable way and think we could all learn from being a little braver.

Who would you most like to collaborate with on a campaign, if budget were no obstacle?

Yorkshire Tea (The amount I’m mentioning them here I might have earned at least a bumper bag)! Their approach to tone and cultural relevance is spot on I’d love to combine their brand energy with ours, tea with snowflakes anyone?

What’s the best marketing or career advice you've ever received?

Career advice: Approach your role as if you own the business take pride, think long-term and act with care.

Marketing advice: You are both the voice of the customer and the voice to the customer listen well and speak with purpose.

Advice for someone starting their career?

Be curious and get stuck in. Marketing touches so many areas try everything, ask questions, and don’t be afraid to test ideas. The best learning often comes from doing.

If you weren’t working in marketing, what would you be doing instead?

I’m a keen potter in my spare time so I’d be in the studio, muddy hands and all, creating something beautifully imperfect.