How To Make It In Marketing #6: Google UK & Ireland / Craig Fenton / Director, Strategy & Operations
How To Make It In Marketing #6: Google UK & Ireland / Craig Fenton / Director, Strategy & Operations
In his role as Director of Strategy & Operations at Google UK & Ireland, Craig Fenton works to design and follow the overall plan for Google in the area. But, outside of work, he’s also busy running a record label, a film company, and being an angel investor in various ventures.
Through his many initiatives, Craig seeks to support the community and also to learn more about what he’s interested in. This, in turn, enhances his efficiency and his knowledge in his day-to-day job.
What is your advice about how to make it in marketing?
Feel what it’s like to be a consumer.
Develop empathy and insight.
How have you put this tip to good use?
I’m passionate about following my passions, inside and outside of work. So, throughout the years, I developed a music record label, Community Records, as well as a film production company, Community Productions. These are both social purpose enterprises, where we aim to bring forward people from less privileged communities and give them a chance and a stage to shine on.
During these projects, I’ve learnt a lot about what it feels like to be a consumer of the digital ecosystem myself. I learnt first-hand about the importance of reaching audiences organically, in ways that don’t cost money, as well as inorganically, for example through paid advertising. And there’s no better way to see what it’s like to be the end consumer, to develop empathy and insight.
What marketing tips does the industry need most right now?
We’re on the brink of moving from the world of cookies and third-party data to a more privacy conscious environment where customers need to opt in to share their information with brands, but still look for personalised experiences. Using quantum computing offers us a door into analysing huge sets of data, from weather to behaviours and more, to develop interesting new propositions and to do this in a more subtle, ambient way, that doesn’t feel as invasive as an opt-in form. At Google, we’re looking at using quantum AI for a number of projects right now, and who knows what further benefits we’ll be able to extract from it in the future.
Listen to Craig talk about marketing advice, how to develop mindfulness, and the power of quantum AI, on the latest episode of our Shiny New Object podcast: https://open.spotify.com/episode/4js13ZotYiJyzWf8PLQdDE
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