Meet the Marketer: Ashley Jackson
The first in a new series by CIM Scotland where we interview marketers from across the country to learn more about them and what makes them tick.
In this interview, Ashley Jackson, Communications & Engagement Manager at the University of Strathclyde and Events Ambassador for CIM Scotland, discusses the importance of relevance, resilience, and transferable skills.
Ashley has MCIM status within the Chartered Institute of Marketing, with over 20 years of marketing experience and a strong focus on events marketing, strategic communications, and digital marketing communications.
Can you explain your job role?
Ashley: “I lead strategic communications for CMAC, a Medicines Manufacturing Research Centre. This includes crafting content, managing stakeholder relationships, and leading events to showcase our research achievements.”
How did you get into marketing?
Ashley: “I got into marketing through the side door... I was working in event management which eventually morphed itself into marketing & communications. It wasn't something on my radar early in my career, but thanks to having supportive managers over the years, I've pushed myself full throttle into it, and really enjoying it.”
What are you proudest of in your career?
Ashley: “My resilience has been a cornerstone of my career. While I’m proud of the achievements I’ve made, I’ve also faced my share of setbacks. Embracing adaptability has allowed me to push through challenges, overcome imposter syndrome, and be bold in exploring new opportunities.”
What do you think is the current biggest issue affecting the marketing industry?
Ashley: “Staying relevant in a rapidly evolving landscape, especially with technological advancements, is a significant challenge. AI is transforming our operations, and marketers are under pressure to ensure their skill sets remain aligned with these changes, maintaining their value as essential resources in the workplace.”
What is your favourite marketing campaign ever, and why?
Ashley: “I love an Irn Bru campaign! Their campaigns always have a cultural relevance - targeting us Scots with a wicked sense of humour. They have a strong brand identity and keep their campaigns memorable. They always make me laugh.”
Finally, what is one piece of advice you would give young marketers?
Ashley: “Whilst your marketing qualifications are important, don't underestimate the value of transferrable skills. Communication, interpersonal, adaptability, problem solving, and empathy will all contribute to you building a career in a collaborative and innovative work environment.”
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