As featured in Marketing Update
Name Rodrigo Torres, Airline Marketing Manager, Melbourne Airport
Years in Marketing: 8 years
Bachelor in International Business (ITESM), Specialisation in Brand Management (Millward Brown), Master in Business Marketing (RMIT)
Current project or activity:
I’m currently working on a new B2B campaign for Melbourne Airport.
About 5 years ago I moved to Australia from Mexico. I didn’t know anyone or had any family here. As many migrants would know it is challenging to make such a big move, so far from family and friends, and with no local support networks. I’m very proud that I’ve been able to make a living here and continue to develop my career in marketing.
Which brand do you most admire and why?
I really admire the big luxury brands like Louis Vuitton and Hermès. Through generations they’ve been able to nurture and grow their brand, staying loyal to their identity and their values. Not many brands have such strong heritage with such clear associations to the brand.
Marketing program you wish you had worked on?
Art of the Trench by Burberry. It is a fantastic example of User Generated Content and the marketing value that it has for a brand.
The most valuable marketing lesson you’ve picked up during your career?
Never stop learning. Marketing is a continuously changing environment, you can never stop learning or you will fall behind and your brand (and profits) will suffer.
What are the biggest challenges facing marketers today?
Marketing is becoming more of a science than an art. Universities are not yet prepared for this reality and are unable to educate the new generation on what it really takes to do marketing beyond theory. Therefore, companies are now employing non-marketing professionals (programmers, engineers, etc.) for marketing roles, because they better understand the technology powering campaigns.
Best recent technological advance for marketing?
Big data. There is nothing more valuable than understanding your consumer/customer. The more insight you can gain from your data the more value you can get from your customers.
What does “Fuelling Progress” mean to you?
It means that marketing progress in Australia begins here, in the bright minds of the marketing professionals and students from AMI.
Do you think sustainability is a burning issue for marketing?
No, it is a burning issue for many companies but I have not seen this being a burning issue for marketing in particular.
What attributes make a great marketer?
Curiosity. The right balance between vision (long term) and execution (short term). Adaptability.
Best lesson learnt from your days at university?
What you learn at university is a great basis for what you’ll do at work but it is not enough. You must always look for things to learn, to read, to watch, to chat about. AMI courses are also a great place to start or to continue your education.
Articles or books you have read that influenced your thinking as a marketer?
Drive by Daniel Pink. The Branded Mind by Eric du Plessis. Copyblogger.
“The most dangerous phrase in the language is ‘we’ve always done it this way’” – Grace Hopper
Favourite sports team?
San Antonio Spurs.
Favourite holiday spot?
Last book you read?
The Slow Regard of Silent Things by Patrick Rothfuss.
Basketball, reading and food.