Job spotlight: group director of marketing and communications, ISG

What are your responsibilities as group marketing and communications director?

I’m in the fortunate position that my role is across everything we do as a business. I have responsibility for our external and internal voice.

One of the things I love about this company is that we put as much energy and significance into communicating with our people as we do into communicating with our clients, communities and end users.

As part of that, I oversee an impressive cohort of specialist capabilities. I’m lucky enough to work with different parts of our business, across all geographies, as well as working closely with our board. Everything is very much a collaborative process.

What does your typical day look like?

The brilliant thing is there really isn’t a typical day. It could involve anything from showcasing the achievements of our people or celebrating our success as a business by internally sharing news of a project win.

The beating heart for us as a team is around our thought leadership campaigns. That might include an element of campaign planning or media and digital outreach.

As such, an average day will involve some discussion around one of the many campaigns that we have in play.

Every day is different, which is one of many the reasons why I love my job. 

What skills and experience do you need for your role?

I started out with a fabulous mentor who helped guide my career and provided invaluable knowledge and advice.

I developed a solid understanding of the commercial value of the role and the broader context of the built environment sector. I then honed my communications and PR skills.

I think you need to be pretty well-rounded in our world. You can come in with your specialist view, but you really need to have a good understanding of what everyone is doing across the business.

I see my role as an enabler. I don’t have the depth of experience that our digital team has, for example. So, I wouldn’t try to compete with their expertise – my job, as an enabler, is to help them deliver projects successfully.

It is also important to have a passion for the industry, as well as a belief and confidence in our team and the value that we can bring.

What is the most challenging aspect of your role and what do you find most rewarding?

The biggest challenge is managing the competing priorities of the business, because they are all equally valid.

I think the most rewarding aspect is being a key strategic business partner and having a seat at the table. This provides an opportunity to really make a difference.

In some other environments, the marcomms team is brought in at the end and isn’t given an opportunity to make changes. To be given that opportunity and feel valued is hugely rewarding.

What advice would you give to someone who wants to make that next step to a director-level role?

Be confident. It took me a long time, despite having experience in senior roles, to believe in myself. If I had just cut out the self-doubt, I wouldn’t have wasted so much time and energy.

In a previous role, if I had just got on with it I might have enjoyed the role a bit more. Focus on telling yourself: “Yes, you can do the job.”

Since joining ISG, this has not been an issue. I have genuinely felt supported from day one.

It is also important to find a mentor, particularly someone outside of your discipline, who thinks differently to you. They will provide a bit of external perspective and help with that self-confidence element.