We spoke to Beth Sugg, Marketing Operations Manager for PCC Global.
So Beth, what's your role and what does that involve?
I’m a marketing operations manager, supporting PCC Global. The key aspect of the role is articulating our proposition and making sure we’re appealing to our target market, understanding their challenges and showing how our solutions deliver benefit and drive long term value for them. We, of course, want to be their ‘global partner of choice!’ This business is massive, and I’m quite a logical person, so I have allocated myself the task of building a capabilities matrix with all the products and services offered within the company. I have no doubt this already exists in the business somewhere but as I love to learn by doing, this will help me get my head around the breadth of our service lines and give an additional reason to meet colleagues across the business.
What's your career background before joining us?
Before I joined, I worked at a marketing communications company for 19 years – I started on a three-month contract and never left! I began by working as an account exec for a financial services client. I worked in that sector, did some account management, then business development, and contract management. The the structure of the business changed, and I moved into a broader role supporting across strategic accounts and sales with client communications, new business presentations, running the CRM system (or opportunity management as it was so nicely positioned) – anything that needed doing really. I did that for a couple of years and gained lots of knowledge across a breadth of sectors. Then the business grew I was given the opportunity to set up an international marketing team, to support the sales team and marketing strategy and build targeted campaigns. That was over 7 years ago and since then I have been involved in all things sales and marketing on a daily basis – no two days are ever the same.
Well we’re very happy to have you aboard! What are your first impressions so far?
The business is vast! An absolute beast. But everyone’s been really lovely and very approachable. It’s interesting, and starting at a new place after 19 years is odd. It’s a long time since I’ve been new! I’ve been reaching out to people, getting to know the teams and building relationships with people I’ll be working with. Even the senior management team are really approachable, which isn’t always the case in companies this size.
We’re a nice bunch. So, what are you working on at the moment?
I’m working on the value proposition, and planning a suite of campaigns to raise brand awareness globally. That involves looking at what we do and which products and services we deliver for each client. That also entails getting to know the business, how we sell it, and identifying the target market while building relationships. A key focus is on marketing in the retail and FMCG sectors across the whole shopper journey, as that’s where we can add the most value to our clients internationally.
What’s changed most during your career so far?
My hair’s got greyer, for one. And obviously technology has changed a lot. Digital’s come in and taken over, and with that, customer expectations have changed a lot too – people need things quicker now, instant gratification. I think in business, it can be quite circular, so things that seem to have gone out of fashion can come back quite quickly.
Anyway that’s enough about work. What did you have for tea last night?
That’s easy. I had a cheese, pepperoni and mushroom omelette, with a “gin-less” gin and tonic. My husband and I run fitness and combat classes twice a week, so I needed something quick and healthy(ish). I focus on the fitness; my husband does the combat, but we help each other out. It’s mainly self-protection and reality-based scenarios that helps people deal with what might happen on the street. It’s about understanding the body language of people you meet and knowing when and how to react when you might be in danger. The fitness bit is much simpler!
That’s great! I’ve said it before and I’ll say it again – you can learn a lot about someone by asking what they had for their tea. What’s your favourite biscuit, and why?
Well, I’m gluten intolerant, but I used to like a fig roll and a garibaldi. There are gluten-free biscuits available, but they’re rubbish. So really, biscuits aren’t great for me, but I love fizzy fish.
Fizzy fish are all well and good, but let’s stick to biscuits please. Where’s your favourite place you’ve ever been?
It’s got to be the Dominican Republic, because I got married there in 2005. It’s a nice and chilled place - quite unassuming. We went to Santa Domingo and saw the carnival, which was brilliant.
Lovely stuff! Which celebrity would you hate to get stuck in a lift with?
Hmmmm. I don’t think I’ve got one, sorry. You know who I’d like to get stuck in a lift with? Stephen Mulhern from Catchphrase. I think he’s great – he really makes me chuckle.
What’s something outside work you’re really good at?
Doing burpees or, maybe making up new types of burpees if you asked my clients. I love my fitness stuff, and at one point I thought about trying to do it full time, but I think I have the perfect combination at the moment.
Also, talking. I am really good at that, did you notice? But I also like to think that I am good at listening, not just hearing what I am being told but really listening, using body language, tone of voice and facial expression to understand what is really being said. This is key for building any type of relationship and really important in the fitness industry. Everyone has their reason ‘why’ on the surface but there are often deeper motivations and once we find them, we can help them develop, deliver change and stay consistent. A totally transferable skill which is just as important in business.
How about something you’re bad at?
Oh, loads of things. Housework, generally organising my life. All sorts of life admin.
Do you have a favourite word?
Yes, but you can’t publish it.
And your least favourite?
‘Phygital’. It’s not a word is it? Just use one or the other. That said maybe it is a word, as there is a word to describe it: 'portmaneau' - ‘a word that results from blending two or more words, or parts of words’
Ok last question. What superpower would you choose to have?
I think I’d be invisible, because I’m a nosey b*stard.