In our third “offline” edition, we catch-up with Beauty Bay’s Head of CRM Nicola Travis, and find why she thinks Sat Nav is the best thing ever, what she’s reading and her thoughts on the biggest challenge facing digital marketers right now!
Why did you move into a career in marketing?
It was actually a little accidental… I was working in sports and fitness, and then moved into sportswear, and learnt from the ground up in a small business. From covering every aspect of marketing there – website build, brochures and key accounts (including the Australian national team and a visit to Sydney in 2000!), I moved into an analytical role and developed a focus on customer marketing which very much appealed to my nature.
I would say my ‘why’ is based on the results we create, the insights we work from and the teams we work with. It’s great to be bringing impactful changes to brands and performance. I enjoy the variety that marketing roles allow – definitely learning new things in every single one – and always I hope keeping a practical, logical and developmental mindset as these are the aspects of marketing which appeal to me overall.
How do you switch off?
Usually very easily – its either exercise, fresh air, good friends, or fun times. And also spending time with my son – he once wrote some years ago in answer to a quiz including ‘what is your mum’s job’ the clear response ‘I am’….. so all clear on that!
It’s been full on this week particularly, so I am off to Ladybower Reservoir early doors tomorrow to trot round and clear the head.
What’s your favourite book (personal and professional)?
Today I would say The Hearts Invisible Furies by John Boyne, but on a different day I may say a Maggie o Farrell or a Jon Mcgregor book, or maybe the best is to come.
Professionally I loved Atomic Habits, Thinking Fast and Slow, and also a book called Showing Up, Making an Impact at work by Tim Robson which has a brilliant analogy around the fact that work is not school so we should behave accordingly – worth a read for the comparison of ‘show and tell’ at school to workplace meetings!
What music artist are you listening to the most in 2024?
Difficult one, as a Gen X’r my formative years are all DJs and mix tapes and not really artists so I still operate a bit like that! I am a huge fan of 6music however, saw Goldfrapp live most recently, and have the Sunsets / Chicane podcast playing a lot. This week though it’s about Barry Can’t Swim which seems to have stuck around my spotify list for some time!
What’s your favourite inspirational quote?
I have a huge collection….. literally a pinterest board full of them. The one at the top is ‘Trust the Timing of your Life’ which looks anonymous but is certainly proven.
Fun fact about you?
I have a total lack of sense of direction, can get lost in a shop, and therefore think Sat Nav is the greatest thing ever. Anyone who has ever walked with me to a meeting room in a large building knows this – and thanks to them all not for laughing.
I once walked into the wrong floor in a large building and wondered where on earth my desk had gone – literally, no spatial awareness at all. I lose my car in every carpark, don’t ever ask me for directions. Is that fun?? I’ve run several marathons and one of the reasons its relaxing is because I am out and about without having to navigate – I’ve been asked so many times where a route is, and I’m always clear – I won’t be leading, so I don’t need to know! Ladybower is a loop by the way so I’ll be ok tomorrow, but running round a reservoir is definitely a don’t get lost tactic.
What’s your proudest professional achievement to-date?
Good question – and I thought about some of the projects, business growths, and customer impacts I’ve been proud of, but then settled on the team and people celebrations that have been the most rewarding. Where team members have grown and developed, and seen their own progress and achievement, and where colleagues have referenced how they’ve benefitted from our time together and enjoyed it – there are a few specific cases that make me very happy over my CRM / Marketing years, I have a little collection of notes from team members that makes me very happy.
What 1 thing would you tell your younger self?
See inspirational quote! I’d also tell myself travel more I think, that’s my aim just now anyway.
Living in the countryside, City or by the beach?
Beach all day long.
What’s the biggest challenge facing marketers right now?
I think the landscape just changes all the time. Right now it’s all post covid, fragmented media, privacy changes, competitive markets, cost of living and so on, but we’ve already dealt with channel proliferation, Brexit, GDPR, and a whole host of macro challenges. I think we have a responsibility to accept, and expect challenges – and work onward with good spirit!
About Nicola…
Nicola has 24 years of experience across Marketing and eCommerce and has developed customer marketing solutions both in retail brands and in data agency – working across multiple verticals as a Client Director at More2 and The Tapestry Agency,
Establishing and growing key customer metrics in house at retailers like Matalan, The Fragrance Shop, and currently Beauty Bay, her work has developed loyalty programmes and CRM technology for key impact in Customer Director and Head of CRM roles. Connect with Nicola on Linkedin.
