Life at Deloitte
Clients & Markets Strategy Lead for Scotland & Northern Ireland
What do my team and I do?
We have a broad remit and are involved with all elements of the marketing mix; from strategy to events and everything in between. Our job is to understand what our Partners and Senior Partners are trying to achieve in the region and help them to achieve it through a range of marketing activities. As well as our clients, we have many external stakeholders such as the Chambers of Commerce, the FSA and the Scottish Government to consider. It’s my role to decide where we should focus our attention to achieve the most impact for our clients with the time and resources available to our team.
Where does my team fit?
We aspire to be the undisputed leader in professional services in Scotland and Northern Ireland. We work in the Clients & Industries Strategy team for the Regions. Scotland is a very busy region and we look after 3 offices in Edinburgh, Glasgow and Aberdeen. Northern Ireland is growing as a near-shore service provider and by 2020 it will be the largest office outside London.
How does my role make an impact that matters with Deloitte?
We don’t make the assumption that one size fits all. If we went out to our clients with the wrong activities and messages, it would seriously undermine our credibility. The clients and industries we have in our region are different from other parts of the country and have different issues facing them. I have to understand what those issues are and balance it with the objectives of the firm, then adapt our strategy accordingly.
My biggest accomplishment
Building relationships and supporting my colleagues are both very important to me. Deloitte is a people-oriented firm and we have a supportive culture based on agility, collaboration and trust. I’m not micro-managed and I firmly believe in empowering other people too. I believe it brings out the best in them. I think I’m most proud of how I have developed other people whom I have worked with over the years and seen them go on to do great things. I had a terrific line manager about 15 years ago and that experience taught me about the positive impact you can make in that role. I want to do that as well.
What I’m most proud of at Deloitte
I used to work in London for Deloitte 11 years ago. I really enjoyed it and the only reason I left was because we started a family and moved to Scotland. I haven’t been back here very long so it is early days but when I re-joined, we used an external PR team to do all our social media. Whenever I was looking at it, it seemed we were shouting at the market rather than engaging with it. Despite my team being initially scared they would say the wrong thing, I persuaded them to bring it in-house and in 6 weeks we got a huge jump in our followers, something like a 2000% increase. Just by giving people the control and the confidence to do things themselves, it has led to some really good results.
My favourite part of the job
I love that I can really see how I make a positive impact on our clients. Deloitte produces so much fantastic thought leadership pieces covering a whole range of topics that we can use and adapt for our region. Getting this valuable information to our clients through a variety of mediums such as a round table event, PR campaign and through social media for instance can be very rewarding. Recently we sponsored a major Arts Project in Aberdeen and at the finale a client came up to us to say that of the many events and activities he gets invited to, this was by far the best.
Something more about me
I really enjoy being involved with the Micro Tyco Challenge. It’s a programme where school children are given £1 as seed money and then have to generate as much money as they can from it. The top 200 students come in and do a week’s work experience with us learning things like presentation skills and interview techniques. The first day the students came in was the day we were officially opening our Glasgow office and we had invited Nicola Sturgeon, Scotland’s First Minister, in. We did a really great session with our students and the First Minister talked to them about their first day of work experience.