Meet the team: Charlotte Wood, Senior Account Manager

How long have you been working at Fieldworks and where did you come from?

I will have been working at Fieldworks for 5 years this month. I came from a company called EPG Health Media which specialised in online communities for doctors and their patients.

What are the main responsibilities of your role and what is your favourite part?

My main responsibilities are ensuring deadlines for all projects are met in a timely manner and where possible exceed. I am the main day-to-day contact for the clients, and it is my role to ensure they are confident in the team and the role we are playing. Specifically, I am responsible for managing the execution of the email and analytics side of marketing, and particularly enjoy delving into the statistics throughout a campaign.

What does your typical day in the office consist of?

No day is ever typical! I like to get in reasonably early to catch up on any emails I missed the previous day – and to ensure I am first to the kettle! My day normally revolves around my emails and taking requests from clients. I am also heavily involved on the new business side of Fieldworks, and therefore each week have 2-3 proposal/budgets to contend with. I am an avid social media ‘go-er’ and therefore sprinkle tweeting and responding to news and trends throughout my day.

Are there any challenges in your role? If so, what are they?

Keeping clients happy is always hard and being the middle man between suppliers can be slightly tricky, but at the same time can be the most rewarding of the job.

What do you love most about working at Fieldworks?

The people we get to work with, internally and our clients. We have a great bunch of people at Fieldworks who are all experts in their field – I don’t know where else you can come to work each day and learn something new.

What attracted you to a career in marketing?

The diverse role of marketing. One minute you could be sending an email and evaluating it, the next minute you are conducting consumer research for a market report. I have always been a creative person and a career in marketing has meant I can explore this further. Working closely with designers and coders has opened my eyes to whole new realms of what’s possible, and seeing this executed in a campaign and tracking the success is priceless.

What does Fieldworks do differently to other marketing agencies?

Fieldworks knows retail like no other agency – the experience that the team have here in this sector is invaluable and truly something that no other agency has. We embed ourselves in retail and the people that make retail great.

What are the biggest challenges for marketers going forward?

Staying fresh and ahead of the curve. Just because one campaign worked well it doesn’t mean it will work as well the second time – you constantly need to adapt to new trends.

How do you think marketing will continue to develop over the coming years?

I think marketing will focus heavily on the data and the analytics of a campaign. Not just what was successful but why and who for – what messages resonate well with people and what do not. More focus on the people campaigns aren’t reaching – and what else can be done to ensure a campaign is fully integrated with other sectors of the business like PR and social. Marketing will become a lot more segmented and personalised rather than the one message fits all culture which I think still lies at the heart of a lot of marketing agencies.