Marketing Minds: Interview with Sharlene Lopez from EyeCatcherMC

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
4 min read

The Marketing Minds series share real-world stories from marketers showing how digital marketing has helped them develop their careers or businesses.

Sharlene Lopez ImageMarketing Mind:

Sharlene Lopez

I am the founder of a branding agency that supports health tech startups define their purpose and grow their tribe for long-term sustainable growth. I’m passionate about developing a world that’s inclusive and equal. Eye catcher works together with brands to do this. We empower founders and impassion teams to fulfil the brand’s mission through mentoring, building bold brands, and crafting change-making communications. LinkedIn | Website

What can be your background in Marketing, and how did you become in the positioning you’re in now?

I been employed by in many areas of marketing, from promotional marketing to sales, to analyze to communications. I’m CIM trained however the best education has been over twenty years of life experience in the field. I toyed with sociology, anthropology, psychology, linguistics and philosophy and found unintentionally that marketing fulfils most of these

Which technical skills can you believe are most significant in your role?

Tech is changing marketing profoundly since it is all the industries. However, the building blocks of marketing will not change. The significance of the buyer insight is really as key since it always was. With regards to knowledge, I don’t believe it is important to know specific skills, I believe the attitude of willingness to experiment, learn and try again is more important

Which soft skills prove most readily useful in your role?

Listening skills. Empathy. Enthusiasm. Have confidence in people. Capability to draw insights from big data. Remember details. Keep your eye on the target. Negotiation. Rapport building.

Which markets does your company operate in?

We have a heritage of helping health entrepreneurs but are actually seeking to expand to aid any brand that really wants to work towards developing a more equal and inclusive world

Which Marketing or Business related book can you recommend to a colleague, and just why?

Anything by Seth Godin as he could be a hero of mine. Purple Cow, specifically, is outstanding. And my new intellectual crush is Rory Sutherland, Vice Chairman of Ogilvy. Watch his Ted Talks and you will see why

What could be one of the primary challenges Marketers face in the market you operate in?

I think the sheer level of programmes and software that now exists helps it be very difficult for marketers to be masters at everything. I believe that the target has moved, and it’s really very important to leaders in the team to interact to produce a customer roadmap, and use specialists in the related areas, to implement.

How can you as well as your team overcome these industry challenges?

We operate a virtual global team of talent with a core band of super-powered thought-leaders to generate the client roadmap. By sourcing talent from the global pool, our talent levels are higher, our diversity is greater leading and the typical of life you can expect, by remote working, means our creative output is superior.

Describe just what a typical trip to work appears like for you personally?

I spend nearly all my day connecting people, attending events, learning, understanding and speaking with people about their stories, and working together to generate an inclusive and equal world.

Please share digital marketing tools that assist you to as well as your team accomplish your targets each day.

Smart Insights has been type in our team’s and my professional development and keeping before market trends and tools.

Google’s tools, be it apps, integrations with third-party tools, extensions, filters, calendars etc, my output is markedly increased because of having the ability to streamline, optimise and automate back-end systems.

Slack is another tool we use. It had been the founder of Slack himself who we heard speak at a conference last month having said that communication trumps talent in team effectiveness. Slack brings we together. I’ve sat in offices and emailed those sitting close to me! At eye-catcher, we communicate better remotely than I did so in real bricks and mortar offices.

The other tool is Insightly. I record everything within about my connections, personal, professional everything. It’s so vital that you spend money on relationships.

In your opinion, do you know the most effective skills a marketer in your role might have?

Belief in your mission and belief in the strategy.

What can be your biggest career goal?

Having a genuine and measurable impact in creating an inclusive and equal world.

What are your most significant KPIs (Key Performance Indicator)?

Social impact measurements.

What is exclusive concerning the organization you work with?

It’s mine, it’s mission lead, it’s virtual, it is the next generation of consultative strategy teamed with passionate implementation and execution providing an obvious ROI, something consultancies and traditional agencies have become poor at. Both charge for the service, the execution. We earn based on results.

What will be the most significant attributes you search for in a Manager?

Someone who inspires having an infectious enthusiasm, and somebody who follows through on ideas.

Across the marketing mix, what medium has taken your organisation the very best results?

When I get right down to grassroots and talk with people, and just connect to them, no agenda, no goal, just human to human connection.

Describe probably the most successful projects or campaigns you’ve done. Why was it successful?

We caused a Forbes recognised leading startup who was simply awarded £2 million in funding recently. They’re changing just how we build relationships private healthcare.

We researched their marketplace and followed our insight solutions to understand how far better position the brand and its own key messages. We communicated this across their digital media.

We also created a brandname so strong, that inspired such belief that it achieved over £150k investment before it even had an individual customer.

What is the greatest little bit of work-related advice you have ever received?

We are just people by the end of your day.

What can you see as the utmost exciting future opportunities in digital marketing you are focusing on?

The next wave of ai, specifically, deep learning gets the capacity to make chat bots a complete new method of getting together with consumers. Real mass customisation is here now! Integrating bots into messaging apps reduces app churn and brings the brand to the client.

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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