Member Interview with Josephine Soei

We are delighted to bring you a Member Interview with Josephine Soei, Head of Marketing and Communications, Deichmann

What’s your golden rule?

In business and in life, integrity matters. Stay true to your values, even when it’s uncomfortable.

Who has been your biggest influence?

My biggest influence in life have been my parents. Both emigrated independently from Indonesia to Germany in their twenties to study medicine. I admire their tenacity, work ethic and ability to build a new life in a culturally different environment with little knowledge of the German language and limited resources. My late father taught me the value of generosity, whether through time, support or simply showing up for others. My mum, on the other hand, instilled in me a fierce sense of ambition and a refusal to quit.

What is your most hated business expression?

“Just circling back.” Let's be honest, it’s rarely about a missed email, it’s about foregoing a cold outreach that didn’t land the first time. Let’s call it what it is and move forward, not in circles.

What’s the smartest business idea you’ve ever had?

I like to think my smartest idea is still ahead of me. That said, I’m proud of the many ideas along the way that have helped grow the business, from small ideas that made a significant impact to creating many great campaigns with my team.

Which leader do you admire most and why?

I’ve had the privilege of working with many great leaders, some tougher than others, but all offering valuable lessons. One who’s had a lasting impact on my development is my director, whom I’ve worked with for over a decade. They lead with trust, empathy and social intelligence and their belief in me has helped me grow in ways I’ll always be grateful for.

More recently, I was fascinated by a Diary of a CEO episode featuring Emma Grede. I don’t know her personally but her journey from being raised by a single mum and caring for her younger siblings, to pioneering how brands collaborate with celebrities is nothing short of inspiring. One point that really stuck with me was her take on remote work. While I fully recognise the many benefits, especially for working parents and neurodiverse colleagues, she made a compelling case for why it’s not ideal for those starting out. It’s not about presenteeism or productivity, but about learning through shadowing others and being part of the unspoken rhythms of the workplace.

What is on your mind the most right now as a marketing leader?

Three things. First, as a leader, I’m thinking about how to push my team to grow, through learning, exposure and honest conversations. Second, with the rapid pace of change in tech and AI, I’m focused on how we use these tools meaningfully, without chasing every shiny new thing. But above all, I’m thinking about representation. There aren't many people in senior marketing roles who look like me. I’m conscious of the privilege I hold having grown up with parents who always championed and enabled education, but I wonder how I can use my experience to open doors for others who’ve been historically underrepresented.

Why is being part of The Marketing Society important for your career?

I’m always looking to learn, be inspired and connect with people who challenge me to think differently. The Marketing Society offers a brilliant space for exactly that, bringing together like-minded marketers who care about what they do.

Why does marketing matter to you?

Marketing sits at the intersection of creativity and strategy, and that’s what makes it so compelling. One day you’re deep in data and consumer insights, the next you’re launching a new collection to press. It’s influential, fast-paced and endlessly varied. And yet, there’s an irony: despite its impact, marketing is constantly having to justify its value. But maybe that’s part of the challenge I love, because really, what other discipline offers this much diversity in thinking, doing, and influence?

Tell us something that’s not on your CV

You're getting two for the price of one: I once auditioned for the German version of Pop Idol...luckily, this was pre-social media, so no evidence exists! And in a different kind of performance, I ended up featuring in one of our campaigns after the original model’s car broke down en route to the shoot. Stepping in felt like a very surreal moment of problem-solving but seeing myself across all stores in the UK and all over social media was an unexpected career first!