Nigel Wright Group was delighted to welcome James Russell-Watson, Head of Marketing at Nuby, to present at our recent ‘Climbing the Marketing Career Ladder’ webinar. James shared invaluable advice from his extensive career, drawing on personal experiences, and offering key insights on how to progress in this ever-evolving field.
First up, though, was Nigel Wright Group’s very own Cat Bramwell, who hosted the event. She began by providing an overview of her early career in retail marketing at Pandora, which gave attendees additional insight into the evolution of the marketing profession. She also talked about how consistency, transparency and adaptability are important qualities for budding marketers to have.
Cat Bramwell’s Journey
(Cat Bramwell, Senior Consultant, Sales & Marketing)
Cat Bramwell’s 14-year career with the iconic jewellery brand Pandora started in 2008 when the business first entered the UK market. Launching a Pandora store in Middlesbrough during the financial crisis seemed risky, but the brand quickly gained traction thanks to its unique charm concept and clever marketing. Word-of-mouth and traditional media like newspaper ads played a huge role in the brand’s early success.
Pandora’s growth was accelerated by creative promotions, says Cat, including memorable “tower events” where customers were gifted Pandora bracelets. Celebrity collaborations with figures like Girls Aloud and Selma Blair also pushed the brand to new heights. These partnerships, despite strict brand guidelines, strengthened Pandora’s position as a leader in sentimental gifts.
Transitioning into the digital age was a gradual process for Pandora, Cat explained. While initially disjointed e-commerce and in-store systems frustrated customers, the brand’s eventual foray into TV and cinema advertising solidified its market presence. By the time Cat left in 2021, Pandora had become a globally recognised brand, third only to Tiffany and Cartier, while remaining the top choice for affordable luxury.
Career Lessons from Cat
Reflecting on her journey, Cat emphasised the importance of passion and consistency in building a successful career. A clear mission and dedicated staff were crucial to Pandora’s growth, and these same principles apply to personal career development.
Cat also offered practical advice for job seekers. First, she says it’s vital to understand the sector you’re entering—whether it’s consumer goods, professional services, or the public sector—since each operates at a different pace and offers unique growth opportunities. She stressed the importance of thorough research and a deep understanding of marketing campaigns. During interviews, Cat noted how asking insightful questions and demonstrating curiosity will set you apart.
Ultimately, adaptability is key, she says. Whether you’re just starting out or looking to make a career change, being flexible and willing to engage with new opportunities is essential. And when it comes to CVs, Cat advised candidates to be honest about their experience and skills, emphasising transparency over trying to fit a mould.
James Russell-Watson’s Playbook for Career Success
(James Russell-Watson, Head of Marketing at Nuby UK)
James Russell-Watson’s journey to becoming Head of Marketing at Nuby wasn’t without its challenges. He began in media sales, but quickly realised his passion lay in creative marketing solutions rather than chasing sales commissions. Moving from media sales to marketing agencies wasn’t easy, but by freelancing and contracting, he eventually made the transition.
His career path illustrates the importance of perseverance. James acknowledged that breaking into a new sector is often met with scepticism, but he encouraged aspiring marketers to keep pushing. His own career has spanned industries like sports, music, and consumer goods, with notable roles at Formula One, Ministry of Sound, and Umbro. In each transition, he leveraged his skills and tenacity to overcome barriers.
Overcoming Perception & Leadership Lessons
A key theme in James’s advice is perception—how you and your brand are seen can sometimes outweigh facts. He emphasised that strong leadership plays a critical role in success. Great leaders foster growth, while poor leaders can sap energy. His advice? If a job opportunity feels wrong, even during the interview process, it’s okay to walk away.
James also shared anecdotes from his marketing career, including launching football kits at Umbro and orchestrating virtual FA Cup experiences. These successes highlight the importance of creativity and problem-solving in marketing. He underlined the value of persistence, noting that marketing professionals often face setbacks like budget cuts, but those who persevere and build strong relationships can turn challenges into opportunities.
Leadership & Creativity
In terms of leadership, James highlighted the importance of collaboration and allowing others to shine. Good marketing teams thrive on diverse perspectives, he says, and creativity can come from any corner of the organisation. He also encouraged marketers to experiment and embrace failure as a learning opportunity, rather than playing it safe and risking stagnation.
James stressed the importance of soft skills—conflict resolution, relationship-building, and communication—as critical to career success. These skills can be the difference between thriving and merely surviving in a competitive field. In interviews, he says, candidates should be honest about their strengths and weaknesses, and show courage by offering creative ideas, even if they aren’t fully polished.
Balancing Short-Term Metrics with Long-Term Growth
Finally, James addressed one of the biggest challenges in modern marketing: the balance between short-term results and long-term brand building. Digital marketing’s focus on data and quick wins can sometimes push companies toward a “race to the bottom” mentality, where discounts and short-term promotions undermine long-term success. His advice? Don’t sacrifice the bigger picture for immediate gains. Instead, strive for a balance that supports sustainable growth.
Key Takeaways for Aspiring Marketers
Both Cat and James highlighted the need for adaptability, perseverance, and a willingness to embrace change. Here are some key takeaways:
- Passion and Consistency: Whether building a brand or a career, passion and consistency are vital.
- Sector Research: Understand the nuances of the industry you’re entering to stand out in interviews and on the job.
- Perseverance: Transitioning between sectors is possible with the right mindset and determination.
- Collaboration and Creativity: Diverse perspectives and risk-taking are essential for marketing success.
- Soft Skills Matter: Relationship-building and communication skills are just as important as technical know-how.