Marketing is a fast-paced industry that continuously changes with advancements in technology, methods and practices that boost profit and productivity. Therefore, marketers need regular and steady forms of training to stay relevant in the market. We recently spoke with AMI Member, Emma Yerbury about her career journey and tips on how to elevate your professionalism and stay ahead of the game in an ever-changing industry.
This interview has been edited and condensed for clarity.
Tell us about yourself
Starting my career over 10 years ago, I have worked across many industries from hotels, events marketing, state government, education and now retail. The journey to career success is an ongoing process throughout our whole life and I have always made sure to keep learning and growing to be inspired and stay motivated. I love what I do and am passionate about the power of creativity in building brands, drive business and shape culture.
I have had my eyes on The Australian Marketing Institute membership for a while and as soon as I signed up I was hooked. I troll through the member resources, attend webinars, stay up to date with trends and connect with fellow members. It not only gives me great personal and professional learning opportunities but also provides formal recognition of my commitment to the industry. Now more than ever, we as marketers need to be ready to quickly pivot in a rapidly and disrupting world.
Why do you think professional development is important for marketers?
Marketing is constantly changing as communication channels and consumer behaviours evolve. If you’re not staying up with it, you will quickly become irrelevant. It’s crucial to my job that I remain current because the business trusting what we are doing is the best way to drive growth and make connections to our customers.
How often do you personally undertake training courses?
All the time, I love learning. I attend online webinars, face to face conferences (while it has been a lot less since covid, unfortunately) and online courses. I also daily listen to bite-size podcasts in all kinds of marketing topics but also business, economics, and leadership as all these areas are important to us as marketers.
What are the best options for continuous professional development for marketers?
There’s no one size fits all, you have to work out what works best for you personally. I make sure I do a mix of professional development from podcasts, webinars, conferences, reading articles, mentorship, internal development and more.
Don’t underestimate the power of your network. Spend time each week meeting and connecting with like-minded marketers inside and outside your work. You will grow as you learn about new industries, innovative technologies and best practices.
How do you keep up with current trends and emerging / changing technologies?
I listen to daily podcasts, read articles, updates from AMI, attend webinars but most importantly stay connected with my network. Don’t be scared to try new things, as Winston Churchill said “Success is not final, failure is not fatal, it is the courage to continue that counts.”
It’s a jungle out there, and by keeping my skills sharpened I feel more confident in knowing which trail to take. You gotta stay fresh!
About Emma Yerbury
Emma Yerbury is the Marketing Campaign Manager at BCF, Super Retail Group.
Coming from Sweden, I arrived in Australia in 2006 to start my degree in Marketing and have since gained extensive experience across multiple industries across hotels, events marketing, state government, education and now retail. I love what I do and getting a buzz from diving deep into consumer behaviours to match what they need and what we offer. It’s like a working puzzle, and I do have a secret love for jigsaw puzzles! I’m passionate about building brands that drive a community, growth and engagement for the business by putting the customer at the centre of all thinking and creativity.
Do you want to learn the demonstrated behaviours that, when executed, consistently support your marketing professionalism? Read our article Professionalism in Marketing & How to Elevate Yours