The Marketing Institute: What does an Advertising & Digital Content Lead at Ulster Bank do?
Roisin Field: My role is to work with the Head of Marketing to build the advertising strategy for the bank. This means building the brand and promoting our key products in the market. This involves working with two main groups of people; key decision makers across the business and then with our agencies to develop and implement campaigns.
MII: What were your key career moves to get to your current role?
R.F: For the past 12 years I’ve worked in creative agencies in Dublin (Strategem, CKSK & Guns or Knives) and in London at JWT, across a wide variety of industries and in both local and international markets. I recently decided to make the move out of creative agency and into my current client slide role to broaden my experience, learn new skills and challenge myself in a new way.
MII: What is the biggest challenge you face in your role?
R.F: Adjusting to the different culture, as it’s a little different to agency land. Also learning to navigate the ins and outs of the world of banking. After 12 years in agency I wanted to learn a different side of the business and take control of a brand.
MII: What key skills do you need to be effective in your role?
R.F: You need to be a good communicator and have strong relationship building skills to be able to rally the internal troops to support your plans. I can bring my experience in brand building and communications to the table but I need to be able to present plans clearly, with confidence and energy to ensure my key stakeholders buy into and support the plans. I also think you need to love what you do and if you’re passionate about it is easier to motivate others.
MII: Describe a typical working day.
R.F: My job means I can be working on anything from long term brand positioning, to day-to-day campaign execution, to participating in internal working groups and meetings.
Every morning, after I have gone through my email I take twenty minutes to do a quick WIP with my team to ensure they have the required support for the day ahead and so they know where I am for sign-offs etc. I tend to move between my base in Central Park, our Georges Quay office and the agencies for meetings so it’s important my team can get me when they need me.
The rest of the day is generally a mixed bag & no two days in UB are the same. I can be attending internal or external meetings, writing briefs or internal papers, attending training courses, coaching my team or being coached by my line manager. There is great variety to the role and as I am still relatively new there is always someone new to meet or something new to learn about.
MII: What do you love most about your role?
R.F: That I am constantly learning. It’s a new brand for me to get under the skin of but also a new role so I’m constantly adapting the skills and experience I have built over my career in agency to this new role and environment. Banking is a changing industry with a lot of exciting opportunities and innovation so being part of that is very exciting.
MII: Looking ahead, where might your career path lead to next?
R.F: Who knows! I am only 4 months into this new chapter and it’s been a big change so far. As I’ve said, I’m learning all the time and being challenged in new ways which is both exciting and rewarding. We’ve recently appointed a new creative agency and I’m looking forward to working with them and seeing how we can build the Ulster Bank brand.
MII: To whom do you look for professional inspiration in your role?
R.F: I’ve been lucky enough to work with some amazingly talented people throughout my career. My first boss and mentor Carole Ann Clarke is definitely someone I still turn to for advice and inspiration, as are the close friends I’ve built in the industry. I think it’s important to look to those along side you treading the same paths and not just those who have gone before you.