How To Make It In Marketing #12: Anheuser-Busch InBev DraftLine South Africa / Amy Chiwaye / Head of Business Development
How To Make It In Marketing #12: Anheuser-Busch InBev DraftLine South Africa / Amy Chiwaye / Head of Business Development
Amy is the Head of Business Development at Anheuser-Busch InBev's in-house creative agency, DraftLine, in South Africa. She's always looking for people to join her team who have true passion and curiosity for all the new developments in marketing.
Her top tip:
To make it in marketing, brands and creatives need to embrace data-led creativity.
Here are some more of Amy’s tips, shared on the Shiny New Object podcast.
Remember that the customer doesn't speak boardroom.
Creative led by relevant data is great, but one thing Amy learnt early in her career is that the customer doesn't speak boardroom. This has helped her always try to relate back to how people actually make decisions, how they speak and how they lead their lives.
Use empathy to understand how people make decisions.
On a daily basis, Amy gets involved with deep dives and consumer focus groups to really understand what drives them to buy her products. Tapping into this empathy allows her to top up the data to ensure that marketing delivers on ROI.
Be ready to get out of your comfort zone.
What do DraftLine look for in new starters? According to Amy, someone who can show passion and intrigue for everything new in marketing, but also somebody who's willing to step out of their comfort zone and learn something new every single day.
To hear more of Amy’s tips, listen to the podcast here.
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