This month we spoke to Liveryman Chloe Webb who, with more than 18 years’ experience in the professional services industry, now leads marketing operations in EMEA at FTI Consulting. Outside of Corporate life, Chloe is a trustee and marketing advisor to a local brand of the charity Mind and within The Company she is a member of the Law and Marketing Committee and Secretary of the PR & Comms Committee.
What did you want to do when you were growing up?
I loved going on holiday when I was little so my ambition was to work in the travel industry. I wanted to be on holiday all the time and thought that would be a good avenue to do just that!
When and why did you join the marketing profession?
I got into marketing back in 2006. After my degree in film, television and radio, I worked in a law firm on the admin side for several years, having gained advanced secretarial skills in my own time. The US CMO needed someone to be the eyes and ears of the business in London so I quickly started to get involved. From there my interest quickly developed and I wanted to be more seriously involved, so I started doing my CIM.
Do you regard marketing as a profession?
In professional services, everyone is a brand ambassador, particularly on social media where professionals are a lot more visible than they were. So, in my view marketing definitely is a profession. We have to be mindful that it is a people business and ensure that everyone fully understands the role they play.
Who is your marketing hero and why?
I love Formula 1 and have attended about 25 races, so if anyone is my marketing hero it is Claire Williams, deputy team principal of the Williams Formula 1 team. She was head of communications and now has responsibility for day-to-day running and long-term development. She also has some responsibility for marketing in her current role too.
It is her family business, but as a lone female voice in a very male-dominated environment and considering the difficult years she has been through, she is incredibly inspiring. She is quietly spoken but very effective.
In your marketing career, what has been your most significant achievement?
I would say it was becoming a Chartered Marketer, which was the culmination of my development from becoming aware of marketing to, putting myself through study and getting to management level.
I did not have employer sponsorship for my early CIM studies which made me more determined to succeed in retraining. This is why becoming a Chartered Marketer feels like a huge achievement and that my early experiences have made me champion of training for young people in my team.
What are the major challenges facing marketing professionals today?
In current circumstances, as we continue with the Covid-19 pandemic, marketing is unfortunately one of the first departments to be cut. I have already seen the impact of the serious downturn in 2008.
Marketing must be viewed as a significant revenue-generator rather than a cost-centre. That can be a challenge in professional services compared with consumer marketing where it is possible to follow activity through from first contact to someone pressing a buy-button. Of course, it can be difficult to attribute revenue to marketing activity and say this or that activity led to these new clients or business. So, it is every professional services marketer’s challenge to get the contribution made by marketing recognised.
When and why did you join the Worshipful Company of Marketors?
I joined the Marketors last summer. Throughout my career I’ve always been in the City and I have worked with Fiona Woolf, one of the previous Lord Mayors of London. I was involved in her marketing campaigns which gave me insight into the corporation and Livery companies, which I found fascinating. I was at the point where I had done my studies and wanted to join a wider marketing community, interacting with peers outside my own professional services industry. It’s good to get different points of view.
What role do you see the Marketors playing in the City?
The key role is raising awareness. Many people go to work in London and don’t really know about community initiatives and how the City is a wider organisation and not just a place. I’ve realised just how connected the City is.
Who should consider joining the Marketors and what does the company offer them?
Anyone who works in the marketing industry should think about it, but the net could be cast wider. The company definitely offers the chance to connect with a wider community and to give something back through marketing, which is personally important for me. And don’t underestimate the warmth of the welcome and the fellowship that comes from meeting others. I’ve always been struck by how approachable everyone is, irrespective of their seniority. You get the benefit of different points of view from people with different experiences.
What is your standout Marketors moment from the past 12 months?
There isn’t really one stand-out moment. I didn’t know to expect having arrived at Mansion House for my admission ceremony last July. I had approached the company myself with no previous connections, but everyone was so friendly in that formal occasion. The shared sense of community has blossomed since then.