Marketing insights An interview with Andy Letting

Throughout the academic year, students at Hult International Business School have the invaluable opportunity to learn first-hand from business leaders at the cutting edge of their industries and disciplines. Along with Hult faculty—all of whom bring years of expertise into the classroom—our campuses regularly host a range of inspiring guest speakers. Most recently, the London undergraduate campus was visited by Andy Letting, the  Global Head of Digital Acquisition and Retention for British clothing brand, Jack Wills. Andy, who has previously held senior roles at global companies including KFC, Johnson Johnson, Sky TV, and Avis, spoke to students in the Principles of Marketing course, offering relevant insight on the digital landscape from his own varied career experience. We had the chance to ask Andy a few questions after his lecture to find out more about his background and get his advice for the next generation of marketers. Tell us a little about your career journey—did you always know you wanted to pursue a career in marketing? I wouldn’t describe my career as mapped out. Instead, opportunities have presented themselves to me, and I have taken them with both hands and ran! For instance, I had my first digital job in the mid-1990’s, where I set up a mobile phone rental scheme for local government partners. The cost of purchasing these devices was prohibitive at the time, so offering them on a rental basis was a great opportunity. Since then, I would describe my career as riding on the crest of the digital wave. I have been fortunate enough to work on new digital channels as they have launched and evolved. I was involved with email marketing in the early 2000’s, then mobile marketing, and social media marketing. Now, my role has evolved to manage all acquisition and retention channels for some of the world’s leading brands. As someone who understands the importance of the customer experience, it’s fantastic to be in control of the customer journey, regardless of the platform or the channel. The customer doesn’t see channels as separate and neither should the organization. You’ve worked from some very well-known brands across a range of sectors. Despite their differences, are there some common challenges and best-practice solutions? Over the 17 years of my career, I have seen the same challenges. However, these vary depending on where the organization is at on its marketing journey. Digital is a fast-moving platform. The pace of change, the consumer demands, and the expectation of being accessible 24/7 is something many organizations struggle with from an investment, resourcing, and structure perspective. As an organization, you must embrace the changing world of digital. These are exciting times, with so much opportunity to really  wow your customer and build long-term relationships. Were already seeing the impact for organizations who don’t embrace digital—many are not here to tell the tale. As an organization, you must embrace the changing world of digital. These are exciting times, with so much opportunity. Whats been your career highlight or an achievement youre most proud of? Ive been fortunate to work on a number of high-profile projects, and a couple stand out for me. The first was working as digital marketing lead for BSkyB’s mobile TV product, which allowed customers to stream Sky Sports on their smartphone. After a hugely successful launch, we quickly turned this into a multi-million-pound subscription service. The user insight data was staggering, especially the usage at home and the viewing time spent. Key news and key sports events drove it to another level, making it the largest mobile sports platform across Europe. Since then, BSkyB has recognized the value of Sky Mobile TV for retaining its existing sports subscription customers. The company now offers mobile TV for free on certain packages and has rebranded the service as SkyGO. Another project was for Avis Europe. I was brought into the  business to prove you could drive revenue directly through social media. This was a time when senior marketers were mainly focused on vanity metrics to prove the business benefit. However, by refocusing the team based in Barcelona and introducing social to the customer service team in Budapest, I was in a position to provide world-class customer service on social. This created a platform to deliver marketing revenue by driving activity on social. For example, our â€Å"Unlock Christmas† campaign dominated the car rental industry noise on social channels, with over 40% share of voice and a reach of over 4 million people. It also boosted brand sentiment, with customers sharing positive experiences of the campaign. Most importantly, we finished the year delivering over  £1m of revenue attributed to social media. How have you seen the role of social media evolve as a marketing channel? Any challenges on the horizon, particularly with the Facebook and Cambridge Analytical scandal? Social has changed significantly in recent years. Advertisers now have to pay to play, so media budgets are being stretched even more to reach new audiences. There has been significant investment in the ad platforms, especially on Facebook, with the ability to target customers at a granular level. However, other social platforms like Instagram, Twitter, Snapchat, and Pinterest are catching up fast. For marketers, social is a key platform across all elements of the funnel, whether you are brand building and creating awareness, or driving the bottom end of the marketing funnel and converting sales with social-only offers. The Facebook debate is an interesting one, and clearly Facebook is sailing very close to the wind here. However, I believe prospects value being served relevant advertising. If this wasn’t the case then the digital media industry wouldn’t be worth over  £5.5 billion in the first half of 2017. In my opinion, we need a robust framework that protects the consumer and allows an organization to deliver a relevant message at the right time, on the right platform. Will the E.U.s new General Data Protection Regulation  (GDPR) provide this? Time will only tell. In my opinion, we need a robust framework that protects the consumer and allows an organization to deliver a relevant message. What do you think is the most exciting development or trend in the world of digital marketing today? There are plenty of areas where we will see continued development—blockchain, chatbots, content and video, and many more. Im personally very interested to see how voice recognition develops. With these new in-home concierge devices, like Amazons  Echo and Apples HomePod, we are now moving away from capturing individual behavior to wider behavior in the home from all the members of the family. As these devices become more and more sophisticated and start predicting behavior, its a huge opportunity to capture trends on another level. What advice do you have for a student interested in getting into digital marketing? What key skills are needed for success? My advice would be to always put yourself in the customers shoes. If you do this, then you’ll see the marketing gaps and the scale of the opportunity. Its a super exciting time to start your digital marketing career, but don’t expect a career path to be mapped out for you. Mine wasnt. One tip: choose your sources of industry news carefully. There is free, credible insight, but also a lot of nonsense. LinkedIn is a great platform to follow leaders, read articles, and get a basic understanding of the latest industry topics. Ultimately, your attitude is the key to success.  If you work hard and stick at it, keep your energy levels high, have a thirst for knowledge, and are willing to question yourself, the process, and others around you, you will learn and develop so much faster. Do not take no for an answer—there is always a way. And its often the case that if you don’t do it, your competition will. Attitude is the key to success. Do not take no for an answer—there is always a way. If youd like to hear more from Andy, you can connect with him on LinkedIn or follow him on Twitter: @Lettingandy. To learn more about Hult’s practical curriculum and the business leaders who visit our campuses,  download a brochure. Explore the complexities and challenges of the marketing world with Hults Masters in International Marketing. To learn more, take a look at our blog How marketing influences our daily life, or get into broader business with a Masters in International Business instead. Download a brochure or get in touch today to find out how Hult can help you to explore everything about the business world, the future, and yourself. Hult Rotation offers you a chance to study in a truly global way. Our rotation program allows you to study and be immersed in some of the finest cities in the world. 📠¸: @jasminmanzano . Hult Rotation offers you a chance to study in a truly global way. Our rotation program allows you to study and be immersed in some of the finest cities in the world. 📠¸: @jasminmanzano . Each year, Hult seeks to enroll a talented and ambitious incoming class from all over the world. We look for diverse students with a wide range of experiences, perspectives, and interests—students who will thrive in our unique educational atmosphere. Are you ready for a truly global experience? 📠¸: @iambrunadiniz . Each year, Hult seeks to enroll a talented and ambitious incoming class from all over the world. We look for diverse students with a wide range of experiences, perspectives, and interests—students who will thrive in our unique educational atmosphere. Are you ready for a truly global experience? 📠¸: @iambrunadiniz . We’re excited to start 2020 on a ranking high! Hult is proud to have been placed #28 in Poets Quants 2020 rankings for Best Undergraduate Business Schools in the US. Taking a huge leap of 32 places from our 2019 position, we’re also very happy to have secured top positions in key categories like: life-changing experience, practicality of the degree, and global immersion. . With five global campuses, a student body of over 130 nationalities, and a learn-by-doing approach—Hult offers a student experience like no other. . We’re excited to start 2020 on a ranking high! Hult is proud to have been placed #28 in Poets Quants 2020 rankings for Best Undergraduate Business Schools in the US. Taking a huge leap of 32 places from our 2019 position, we’re also very happy to have secured top positions in key categories like: life-changing experience, practicality of the degree, and global immersion. . With five global campuses, a student body of over 130 nationalities, and a learn-by-doing approach—Hult offers a student experience like no other. . â€Å"I’m from an engineering background and needed a whole new skill set for the industry I wanted to switch to. I learned a lot about myself and how I deal with being out of my comfort zone. I learned both soft and hard skills, from how to work in very diverse teams to key accounting metrics and strategy. I was surprised by how weak I was at certain tasks in English or how strong I actually was in other areas. Hult gave me opportunities to try new things and meet people from places I never thought I would have friends. . My internship experiences gave me the chance to broaden my view of different cultures and different companies. I had the opportunity to work and live with people whose values differed from people in my home country. I thought that this would be difficult, but it gave me the chance to reflect on my own values and assess if they were a result of my home country environment or if they were intrinsically mine. . Diederick ter Kulve (@diederick.terkulve) Netherlands Masters in International Business . â€Å"I’m from an engineering background and needed a whole new skill set for the industry I wanted to switch to. I learned a lot about myself and how I deal with being out of my comfort zone. I learned both soft and hard skills, from how to work in very diverse teams to key accounting metrics and strategy. I was surprised by how weak I was at certain tasks in English or how strong I actually was in other areas. Hult gave me opportunities to try new things and meet people from places I never thought I would have friends. . My internship experiences gave me the chance to broaden my view of different cultures and different companies. I had the opportunity to work and live with people whose values differed from people in my home country. I thought that this would be difficult, but it gave me the chance to reflect on my own values and assess if they were a result of my home country environment or if they were intrinsically mine. . Diederick ter Kulve (@diederick.terkulve) Netherlands Masters in International Business . Say a big hello to our Bachelor of Business Administration program cover star, Elisa Orus Plana âÅ" ¨ . â€Å"I’m excited for the future—especially that I cant predict whats going to happen. Maybe Ill end up in Mexico working for a trading company or maybe in Africa, developing my own business. Everything is possible, and the options are constantly changing. I love the idea that Im never going to be stuck doing the same job until the end of my life if I dont want it to be like this. . Hult really supports me and my ambitions and truly believes that we deserve to be considered as professionals as well as students. Here, I get to express not just my opinions but all elements of myself. From my creative side with the Fashion Society to my finance and business sides in Trading Club and the Management Consulting Club. We get a different type of learning here. Not just essential knowledge and theory, but practical skills and mindset. The school is always evolving. We’re encouraged to innovate and to always look for new ways of doing traditional things. We learn how to be more confident and become aware of how we can impact our environment. The school aims to help you become a better version of yourself and to stand out from the crowd.â€Å" . Elisa Orus Plana French Bachelor of Business Administration Class of 2021 Say a big hello to our Bachelor of Business Administration program cover star, Elisa Orus Plana âÅ" ¨ . â€Å"I’m excited for the future—especially that I cant predict whats going to happen. Maybe Ill end up in Mexico working for a trading company or maybe in Africa, developing my own business. Everything is possible, and the options are constantly changing. I love the idea that Im never going to be stuck doing the same job until the end of my life if I dont want it to be like this. . Hult really supports me and my ambitions and truly believes that we deserve to be considered as professionals as well as students. Here, I get to express not just my opinions but all elements of myself. From my creative side with the Fashion Society to my finance and business sides in Trading Club and the Management Consulting Club. We get a different type of learning here. Not just essential knowledge and theory, but practical skills and mindset. The school is always evolving. We’re encouraged to innovate and to always look for new ways of doing traditional things. We learn how to be more confident and become aware of how we can impact our environment. The school aims to help you become a better version of yourself and to stand out from the crowd.â€Å" . Elisa Orus Plana French Bachelor of Business Administration Class of 2021"> During the final days of 2019, you probably reflected on what you’ve accomplished this year—and even this decade—and what you’d like to achieve in 2020. Let us know in the comments below. During the final days of 2019, you probably reflected on what you’ve accomplished this year—and even this decade—and what you’d like to achieve in 2020. Let us know in the comments below. â€Å"The first time we did group work on the program, I went head-to-head with a colleague. It taught me a lot about how I see people, how people see me, and how conflict can be resolved in a kind and productive way. The best feedback you get, when delivered constructively, is the most critical because it really feeds into how you lead. I’ve completely reversed my leadership style—the result is so much richer and more powerful when you lead from behind and lead with strength. . Studying in tandem with working, whilst challenging, gave me the perfect platform to directly apply learning concepts into my business environment, the competitive landscape, and the real-estate industry as a whole. When I started the program, I was very happy in my corporate role. But my courage and aspirations grew to the point that I took on a whole new direction. Having my career coach, Joanna, as a sounding board allowed me to really be strategic and get to know myself. She coached me thro ugh all the interviews, the research, and the questions. It went in parallel with what I was doing academically and after six months everything just clicked. . I went into the EMBA knowing I had nothing to lose and I’ve come out with everything. Great strength, global friends, amazing learning, mentors from professors, a job I love, and the knowledge that I can set my mind to achieve anything and with the right support and resources I’ll get there.† . Kashani Wijetunga British, New Zealand Sri Lankan Associate Director Senior Strategy Consultant CBRE EMBA Class of 2019 . â€Å"The first time we did group work on the program, I went head-to-head with a colleague. It taught me a lot about how I see people, how people see me, and how conflict can be resolved in a kind and productive way. The best feedback you get, when delivered constructively, is the most critical because it really feeds into how you lead. I’ve completely reversed my leadership style—the result is so much richer and more powerful when you lead from behind and lead with strength. . Studying in tandem with working, whilst challenging, gave me the perfect platform to directly apply learning concepts into my business environment, the competitive landscape, and the real-estate industry as a whole. When I started the program, I was very happy in my corporate role. But my courage and aspirations grew to the point that I took on a whole new direction. Having my career coach, Joanna, as a sounding board allowed me to really be strategic and get to know myself. She coached me thro ugh all the interviews, the research, and the questions. It went in parallel with what I was doing academically and after six months everything just clicked. . I went into the EMBA knowing I had nothing to lose and I’ve come out with everything. Great strength, global friends, amazing learning, mentors from professors, a job I love, and the knowledge that I can set my mind to achieve anything and with the right support and resources I’ll get there.† . Kashani Wijetunga British, New Zealand Sri Lankan Associate Director Senior Strategy Consultant CBRE EMBA Class of 2019 . â€Å"It was now or never. I knew that I’d have likely stayed in my neighborhood for years to come if I didn’t take this opportunity. I’d not lived or studied outside of the U.S. before. So I left my job as a global strategist at an advertising agency and moved halfway around the world. I’ve come back a more culturally aware, well-versed person. I’ve realized that everything is a learning experience and an opportunity for growth. Ill definitely carry this mindset with me into the future. Technology and social media allow us to be different people in several places at once. Im excited to see how I can establish myself in whatever city Ill be lucky enough to call home and still maintain deep connections with people all over the world. I’m inspired by my classmates every day. Hearing some of their life stories and how getting this degree fits into their greater mission has been very humbling. My biggest challenge has been finding the ‘right’ path for me. There have been rooms Ive felt like I shouldnt be in, but now Im proud to feel as though I truly belong, wherever I am.† . Dwayne Logan, Jnr. American MBA Class of 2019 . â€Å"It was now or never. I knew that I’d have likely stayed in my neighborhood for years to come if I didn’t take this opportunity. I’d not lived or studied outside of the U.S. before. So I left my job as a global strategist at an advertising agency and moved halfway around the world. I’ve come back a more culturally aware, well-versed person. I’ve realized that everything is a learning experience and an opportunity for growth. Ill definitely carry this mindset with me into the future. Technology and social media allow us to be different people in several places at once. Im excited to see how I can establish myself in whatever city Ill be lucky enough to call home and still maintain deep connections with people all over the world. I’m inspired by my classmates every day. Hearing some of their life stories and how getting this degree fits into their greater mission has been very humbling. My biggest challenge has been finding the ‘right’ path for me. There have been rooms Ive felt like I shouldnt be in, but now Im proud to feel as though I truly belong, wherever I am.† . Dwayne Logan, Jnr. American MBA Class of 2019 . Happy New Year, Hultians! . Happy New Year, Hultians! .