The group marketing director tells Tim Healey how the brand best known for helping stranded UK motorists is transforming itself and why Specsavers is a source of marketing inspiration.
From studying English and art at the University of York, you have pursued a career in marketing from agency side to client side with retail, telco and now insurance industry experience. Please talk us through your career journey to date leading to group marketing director at the AA?
I have always had an interest in human behavior – how people think, how people act, why they make the decisions they do, what grabs their attention and what doesn’t.
What inspired me about advertising was solving business challenges with creativity. Creativity in thinking and strategy based on market and human insights as well as audio and visual outputs.
I got close to a grad scheme with one of the big London ad …
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