Enova International’s Post

One Size Fits None! Global Marketing: Europe isn't a single entity; it’s a mosaic of countries, just as the U.S. is made up of 50 states across four time zones. Yet, when we organize our marketing teams— APeJ, EMEA, Americas, and so on—we often overlook this complexity. As a result, we frequently treat Southeast Asian nations like the Philippines and Indonesia as interchangeable, just as we simplify countries like France, Poland, Sweden, and Italy (and even the UK!) into a one-size-fits-all marketing approach. Consider the logistics of hosting an event in the U.S. It’s a massive country where time zones, weather, and travel all play critical roles. Yet, we often lack the manpower to dive into the nuances of each market. Should we hire a marketer for every single country? Probably not. But we must start acknowledging the complexities at hand. The journey begins by recognizing that we’re not just dealing with markets; we’re engaging with diverse cultures. To truly resonate, we need to equip our teams with local insights, especially when they aren’t from those countries—because understanding local languages, cultural differences, and effective channels is essential for success. 

So, people often ask me what exactly does marketing do in a law firm? Or maybe I should start by explaining what we don´t do! 😄 In general, it can feel like managing 15 different personalities and opinions, all trying to align on the same goal. At times, I feel like a psychologist 😝 But working with such intelligent minds over the past five years has taught me a lot – about business negotiations, developing a critical and analytical eye, and improving my own self-expression and presentation skills.   We are like a small in-house agency covering areas like: ◾ Account based marketing, helping lawyers to increase client loyalty and cross-sales ◾ Deal watchers & submissions, in other words report our projects and accomplishments to ranking bureaus ◾ Help lawyers with proposals and public procurements ◾ Employer marketing in cooperation with HR team ◾ Digital footprint ◾ Strategic approach (digital, content, brand, marketing) ◾ Supporting lawyers in Business Development ◾ Baltic and local communication ◾ All kind of presentations, designs, animations ◾ Annual employees’ events ◾ and so on...   Oh, and yes, all is handled by a team of 4 people, my amazing partners in crime Eva-Kaisa Härsing, Kaisa Malk and Anet Maripuu.

Sure, having a dedicated internal marketing team is invaluable, but there's a unique advantage in bringing an external consultant on board for a comprehensive review. Sometimes, when we're too close to our projects, we lose sight of the broader picture. Can’t see the wood for the trees (Yes, i went there 🙂 ) An external perspective can spot gaps in our messaging, ensuring we're not just communicating, but connecting. They bring fresh eyes to piece together the puzzle, ensuring nothing crucial is overlooked and that our message is as compelling and complete as it can be.

If you are an #agency founder or CEO and you find yourself unprepared for the actual running of an agency, read this... Being the head of an organization means that your primary job is to run the business, not do the stuff that the business delivers. This is why elevating is hard - becoming a #ceo is a fully different skillset than being a #marketer. #agencyowner comes with a completely different skillset and mindset than working in the marketing delivery function of an agency.

Product marketing isn't a career you typically study for. It's more of a 'squiggly' path that many of us find ourselves on after years of marketing experience. My journey started in public relations, working on brand stories. Then came agency life, juggling various brand projects. Later, I moved in-house, owning content marketing and developing personas. Each role taught me something new—from SEO and social media to email campaigns and product launches. I saw marketing from every angle, working with CEOs and teams across the board. But product marketing? That's where it all clicked. It's the perfect mix of strategy and hands-on work. I love piecing together the marketing puzzle, collaborating across teams, and digging into research. Whether I'm chatting with customers or analyzing competitors, using these insights to shape strategy is incredibly rewarding. What about you? How did you land on your current marketing role?

Marketing: connecting people with their dreams ☀️ Yesterday, I was adding a new listing to Coast Life Spain, the platform where I work as a Marketing Director. As I meticulously filled in the details of a new project, I couldn’t help but visualize what is currently a construction site transforming into someone’s dream home. I could almost hear the laughter, see the love, and feel the warmth of future families living there. Yet, there was one critical piece missing – the people who would eventually call this place home had no idea it even existed. This realization struck me deeply. The essence of marketing, I understood in that moment, is about connecting. It’s about bridging the gap between a mere structure and the individuals who will infuse it with life and memories. As marketers, our job is to connect people with their dreams, to transform an object (a house) into a home. Marketing is the art of connecting dreams with reality, transforming mere products into experiences that resonate and endure. This profound sense of connection is where I thrive. The idea of being a matchmaker on a soul level, of knowing that my efforts help someone find their perfect place, fills me with an incredible sense of purpose and satisfaction. It’s not just about selling a property; it’s about making a significant, positive impact on someone’s life. As I continue to work on marketing campaigns, listings, and promotions, I carry this realization with me. Each project is more than a task; it’s an opportunity to connect people with their dreams, to help them find where they truly belong. This is what marketing is all about, and this is why I love what I do.

The Role of a Marketing Coordinator, do you need one? Why is a marketing coordinator role is indispensable? 📝 Seamless Coordination: A Marketing Coordinator ensures smooth sailing across all marketing initiatives. From liaising with cross-functional teams to managing timelines and budgets, they keep our campaigns on track and aligned with our strategic objectives. Without one you may have a difficult time aligning all initiatives especially when timelines don't align across the board. 🔍 Market Insight & Research: In the dynamic world of marketing, staying ahead means staying informed. Marketing Coordinators conduct thorough market research, analyzing trends, competitor strategies, and consumer behavior to provide invaluable insights that fuel your decision-making process. 🌟 Amplifying Brand Presence: Whether it's coordinating events, managing social media channels, or crafting compelling content, a Marketing Coordinator is the driving force behind elevating your brand's presence. Their creativity and attention to detail ensure that every touchpoint reflects your values and resonates with your audience. Think your business might need one? Let's chat via Linkedin inbox or feel free to reach out to my email aerminy@leangroup.com 🌟 #MarketingExcellence #TeamCoordination #LeanSolutionsSuccess

Unlock cost efficiency, flexibility, and expert marketing strategies without the full-time commitment! 💼✨ Hiring a fractional marketing coordinator comes with numerous benefits like: 💰 Cost Efficiency ⏰ Flexibility 🎯 Expertise on Demand 🧘♂️ Stress-Free Management Interested? Contact us today! 📞💬 #MarketingMagic #FractionalMarketing #BizGrowth #SmartInvesting #MarketingPro

Great post from an amazing and experienced #CorporateCommunications, #ContentMarketing, and #DigitalMarketing expert about curating long-tail #Marketing content. In my many years as a content creator and communicator I don't think I've seen such a well structured and professional approach to analyzing and rationalizing this content. Super smart, data-driven, goal-oriented, and customer (reader) centric. I know long-term #MarCom pros who could learn from this.