Lessons from Mark Brayton

Lessons from Mark Brayton

July 2022?

Mark Brayton has had a stellar career in marketing, across several global brands in the financial services sector. I thoroughly enjoyed talking with Mark on a range of topics, and there are some great insights for marketers and marketing teams in this episode.?

Here are some key takeaways from this episode:?

The vital key of leadership?

Having worked with so many marketers and marketing leaders over the years, I loved hearing Mark’s passion and focus on leadership, which I think is vital in delivering great campaigns, programmes and in building teams.?

John Maxwell says “Everything rises and falls on leadership” and whether you believe that or not, the role of leadership in marketing I believe is paramount.?

Modern marketing requires knowledge, insight and experience on such a wide range of technologies, platforms and techniques that it can be easy to get lost or just implement things without clarity on why. This is one key reason why leadership is so important. We all love the new marketing toys available to us, but why are we using it? How does it benefit our customers? As importantly, how can we improve what we are currently doing as a team? These are all key leadership questions needed to be answered collaboratively and openly, before we get into the new toys.?

This is just one example of why leadership is vital in marketing, and Mark references leadership several times in the episode. So much so, I’ve got some books that I love which I’m going to send him.?

Likewise, if you have any leadership book recommendations, please let me know!?

The value of graduate programmes?

There is a constant debate on the merits of University degrees, compared to apprenticeships or other forms of further education, and indeed there seems to be an increasing need for greater numbers of skilled workers in the digital industry. Trying to find website developers and data analysts right now is like finding a lucky leprechaun in the fairy tree! We try to offer work experience or internships to students or graduates each year, and we currently have a graduate doing a 3-month part-time internship with us.?

Mark spoke in detail about his early career experience and indeed being chosen for the Barclays Graduate Programme, where he ended up staying for 18 years, and the rest as they say is history. Listening to Mark’s story and growth through this programme made me realise afresh how important it is to help graduates and students to break into the industry. We are involved with an initiative called the Design Community Hub where we have designed, built and host the website as part of us being able to bring graduates together in contact with the industry. Check out https://thedesigncommunityhub.com to find out more about this fantastic initiative.?

Digital transformation should fuel purpose

Being a mutual, owned by their members, Nationwide has a specific purpose as an organisation, to benefit their members and the wider community around them. One key takeaway from Mark’s experience in helping lead and facilitate digital change at Nationwide, as well as in the other brands he’s worked with, is the key starting place of setting clear vision and goals. Knowing why you want to bring change is so important, and not just implementing new technology or programmes because they are available or are ‘good ideas’. How does digital positively impact their members? How will it help their overall experience? This is something that we consistently work with our clients on, to ensure there is clear purpose to their digital transformation journey and that stakeholders are at the centre, not the technology.?

Mark speaks about ensuring no-one is left behind on this journey, which speaks to me both of his leadership approach in implementing change, and also the need for consistent engagement, feedback and empathy with all stakeholders.?

I wanted to unpack this whole topic in more detail, but will do so off air!?

There’s room for challengers in the industry

We all know of the rise of challenger banks in the UK market, offering a different type of product and service to some of the incumbents. It was interesting to hear Mark’s perspective on this, and the fundamental belief that there is room for these challenger banks in the market if the more established brands are clear on their purpose, customers and strategy. Sometimes easier said than done, but if you’re an established brand and need to relook at your digital strategy then feel free to message me for a chat over a cuppa.?

I hope you enjoy this episode as much as I did and as always please subscribe, share and leave a review.?

Links below:?

Website for all links: https://www.bewonderful.co.uk/podcast/s2-ep6-mark-brayton ?

Apple: https://apple.co/3JgSufx ?

Spotify: https://spoti.fi/3bm114b

Take care?

Dan x