To be perfectly honest, I never planned to have a career in marketing - as will be obvious from my degree! However, having spent over 20 years in this sector – with only a short break to immerse myself in events management – I can honestly say I don’t know what I’d rather be doing. The range of tasks which I have faced on a daily basis is what keeps my interest and enthusiasm going – after all they say that variety is the spice of life! In my mind, the varied activities which fall under the umbrella of marketing all require a number of common skills to be carried out effectively. I honestly believe that being organised, methodical and communicative, with the ability to multi-task – are key attributes which will get you through any challenge – alongside the all-important common sense!Consequently, I am an experienced marketer with a full mix of marketing, brand and communications planning experience gained within the B2B sector. I enjoy developing marketing strategies to increase brand awareness and lead generation - supporting and helping to drive sales. I particularly like measuring campaign performance through analysis of the business pipeline, thereby closing the loop – understanding the success and ultimate ROI on the initial marketing investment.I made the decision to spend some time developing more specialist skills in global digital marketing analytics and Search Engine Optimization (SEO) initiatives. This included management and implementation of global SEO strategies, performing keyword research and link-building, plus measurement of results. This enabled data-driven decisions for all digital marketing activities by compiling, analysing and communicating data analytics through global processes and platforms. After two years or so with this focus, I enjoyed the greater knowledge depth I had gained, but missed the variety of a broader marketing role, which is what have the passion for.