60 second interview: Rachel Frost

How long have you worked in marketing?

I have been working within marketing at Birmingham Dogs Home for around 10 years.

What is your current role and responsibilities?

I'm responsible for a wide range of marketing and communications activity, including managing our social media channels, website content, PR and media relations, as well as producing all of our literature, brochures, and centre marketing materials.

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

There are so many campaigns and activities I’m proud of, but one of the stand-out moments has to be appearing live on TV at Crufts with my own dog alongside Alan Carr, Geri Halliwell, Ellie Simmonds and Clare Balding. It gave us incredible coverage and awareness, shining a huge spotlight on the work we do.

On a more day-to-day level, the most rewarding moments come when we are able to capture a dog’s personality on video and share it through social media, and that content helps them find their forever home. Knowing our marketing has a direct impact on a dog’s future is incredibly fulfilling.

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

One that really stood out to me was the “Rescue is My Favourite Breed” campaign by Battersea. It was simple, memorable, and emotionally powerful. I liked how it raised awareness and shifted perceptions around rescue animals while creating a strong, unified message that resonated with the public.

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

Although some people are cautious about it, I see AI as a valuable tool, especially for small charities like ours that don’t have the resources or budgets of larger organisations. It can help us work more efficiently, produce content quickly, and be more proactive with our communications. Used wisely, it’s a way to save time while still creating impact.

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

I think the rise of short-form video storytelling is one of the most exciting trends. Platforms like TikTok and Instagram Reels give charities like ours a chance to connect with audiences in a very authentic, engaging way, whether that’s showing the daily life of a rescue dog, behind-the-scenes content, or quick updates that build real emotional connections.

If budget were no obstacle, who would you most like to collaborate with on a marketing campaign?

I would love to collaborate with Jaguar Land Rover (JLR) or Aston Villa Football Club. Both are iconic names with deep roots in our region, and both have the reach and influence to make a huge difference. On a global scale, someone like Keanu Reeves would be incredible to work with. He’s not only a huge star but is also admired for his kindness and authenticity, which would resonate strongly with our values and help shine an even brighter spotlight on our cause.

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

The best advice I’ve been given is to always keep your audience at the heart of your message. If you truly understand what your audience cares about and communicate with honesty and passion, your marketing will always make an impact.

Advice for someone starting their career?

Be curious and open-minded. Try to get as much hands-on experience as you can, whether through volunteering, placements, or personal projects. Marketing is always evolving, so being willing to learn, adapt, and stay creative is key. And don’t underestimate the power of storytelling,  it’s what makes people connect. 

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

I love roles that give you variety, and that’s exactly what marketing and communications provides. If I were not working in this field, I would most likely be working directly with dogs or horses, or perhaps in the events world in these sectors, as I like to keep busy and enjoy doing something different every day. Another area that has always interested me is communications within Parliament, I think it would be a fascinating and exciting role!