We are delighted to bring you a Member Interview with Fiona Hayes, Board Director, ALT
What’s your golden rule?
Always assume good intention. So much of our industry can seem fraught and frantic, but I firmly believe you get the best work out of people who have calm nervous systems.
Who has been your biggest influence?
There's no one person, it's a myriad of incredible women resetting what work life looks like in the modern day - from mentoring with PR maverick Rachel Bell, to hearing from speakers like Fiona Gordon (Ogilvy) or Nishima Patel Robb at previous Marketing Society events. I take a little bit with me from every woman I meet and admire.
What is your most hated business expression?
Circle back is a big contender right now. Especially after a holiday!
What’s the smartest business idea you’ve ever had?
To work less. For a while at least! Honestly, giving myself a reset and reducing my hours has made me think clearer than I have in years. I'm from a working class background, so I do really appreciate that is a privilege to be able to do so, but the general takeaway is that doing less busy work can lead to bigger, better thinking.
Which leader do you admire most and why?
I'm hugely inspired by personalities like Timm Chiusano and Simran Kaur who show me that work life can be enjoyed as well as succesful.
What is on your mind the most right now as a marketing leader?
In the age of panic about AI I am mostly thinking about how human insight, craft and skill will be more sought after than ever. I really think it will become a luxury product, with AI powering the day to day.
Why is being part of The Marketing Society important for your career?
Because thinking together is powerful. I become a better professional for every marketer I meet. Being open to this kind of knowledge sharing is really beneficial to any marketing career. In Scotland I'm particularly proud to showcase world class creativity and innovation coming from the country - it's a brilliant place to work in marketing.
Why does marketing matter to you?
Quite simply, it's ability to make people feel something. To shine a light on places, products and experiences with authenticity and purpose. And to bring some joy to the every day whilst we do.
Tell us something that’s not on your CV
That a lot of my diplomacy and negotiation skills have come from raising my two strong willed daughters!
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