A career in marketing

Doreen T. Dzamatira (DTD) is a highly driven marketing and communications specialist. A self-confessed extrovert, with over a decade long professional experience in marketing exhibitions and events, she shares insights on a career in marketing in a discussion hosted by Gracious Nyathi (GN).

GN: Please do tell us about yourself, Doreen.

DTD: Doreen is a Bulawayo girl - born, bred and “buttered” here. She is a highly driven marketing and communications specialist. A self-confessed extrovert, with over a decade long professional experience in marketing exhibitions and events - a unique sector that combines people, partnerships, and possibilities to achieve positive outcomes for business and better communities. Currently, I am the Marketing & Corporate Communications Officer for the Zimbabwe International Trade Fair (ZITF) Company, an organisation focused on showcasing Zimbabwean businesses and assisting them make international connections. I am also the Founder and Managing Partner of Imperium DO (an events planning and consulting service) as well as a passionate youth mentor who assists younger people to harness the power of effective communication.

GN: Extrovert, I think that is a powerful much needed trait for a marketing Practitioner.So How did you find yourself in the field of marketing, what exactly drove you there?

DTD: Growing up I didn’t have the benefit of attending any career guidance sessions so I wasn’t even aware that marketing was a career option, outside of the traditional professions – education, healthcare, law, accounting. I only knew that I wanted to work with people (adults not children!), was squeamish at the sight of blood and I didn’t want to spend my days stuck in a book. Which really didn’t leave me with many options based on my limited world view at the time. When I was waiting for my A’level results’, I got a job as a retail customer service assistant at Edgars. Those were some great months! I was getting paid to help people which seemed like a good gig. During that stint I met up with the pretty, well-dressed ladies from upstairs (marketing & buying departments) and as I listened to them talk about their days, I thought to myself this is the kind of work I would enjoy doing. When it came to university applications I filled in Marketing as my first choice. Forteen plus years, two marketing degrees and a couple of professional qualifications later, I don’t regret my choice.

GN: So you have always known what you wanted to do. You did get a lot of inspiration from your job at Edgar's after high school so what would you advise a high school leaver who is interested in marketing side gigs although the economy is not taking it easy on companies and they are not paying interns?

DTD: The current economic enviroment is certainly an interesting, particularly with the the disruptions caused by the pandemic. But it also presents an opportunity for marketers and potential marketers to thrive. My advise is that in every experience ALWAYS SEEK TO LEARN. Even if there are no immediate financial rewards, the pursuit of knowledge enhances our understanding of the world around us which provides us with more and better opportunities.

GN: What would you say have been the major factors that have contributed to growth in your career, factors that have led you to where you are today?

DTD: In a nutshell I would say, achieving success in Marketing is just about the same as achieving success in most other professions. Its about hardwork and being willing to learn. In marketing, its not enough to just have qualifications but you need to continually keep abreast of what is happening in your company, in your industry and in the world in general as that affects marketing trends. A marketer should have excellent spoken and written communication skills, a creative and open-minded approach, strong organizational and planning abilities, and proven team leadership qualities. Good marketers drive processes and are able to motivate others to see the end goal while completing day-to-day tasks. Marketers often have to work under pressure and meet crushing deadlines so you need to have stamina. Oh, it also helps to be fairly good with numbers –In order to justify marketing expenditure a Marketer needs to be able to attribute profit and revenue growth to the impact of marketing initiatives.

GN: Besides working at ZITF where else can someone with a qualification in marketing get employment?

DTD: The short answer: ANYWHERE! The longer answer: When people think of marketing they often just think of promoting and selling products or services. However, marketing is much more than that. The Grand Father of Marketing Dr. Philip Kotler defines marketing as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines measures and quantifies the size of the identified market and the profit potential. Simplistically defined Marketing ifs 'putting the right product in the right place, at the right price, at the right time. ' Though this sounds like an easy enough proposition, a lot of hard work needs to go into finding out what customers want, and identifying where and how they do their shopping. Marketing is a fast-paced and exciting profession. Few other careers can offer a combination of so many different disciplines from psychology (consumer behaviour) to art (advertising) to statistics (marketing research & metrics), all packaged together into one role. Marketing therefore offers a career full of variety, new experiences, dynamic relationships and the challenges of ever-changing mediums / technology / market places.

GN: For someone who is still at A Level or O level, what subject combinations are important for one to pursue a career in this field?

DTD: Many of the world’s best marketers (think Steve Jobs) became marketers because they have a natural affinity for it. But studying commercial subjects gives you a leg up in the field. Most tertiary institutions would require English and Mathematics at `O’ Level, and passes in any of the following `A’ Level subjects: Mathematics, Economics, Business, Accounting and Geography

GN: Having Been working as a marketer at ZITF for quite a while now what would you say are the key highlights of your career.

DTD: As a career, what I enjoy most about marketing is the diverse nature of the job. Working with many different stakeholders means you meet with a number of different people at all levels. I've also worked on some very exciting projects over the years. My current work allows me to develop and execute marketing communication campaigns that make a difference. At the core of the projects which I have worked on is the need to address barriers that stymie economic development in Zimbabwe. I love what I do because it allows me to utilise my strengths, that is a penchant for organising things, creativity, people-skills, and love for young people. It’s also always exciting to get recognition for a successful campaign. A few years ago I was Project Coordinator for the ‘ZITF (Zimbabwe International Trade Fair) Goes Digital’ campaign which was nominated for the UFI (The Global Association of the Exhibitions Industry) Marketing Award. Amongst other things, the campaign saw the company introduce digital initiatives such as electronic visitor registration, social media marketing and acquire a ZITF mobile app. I’ve also been co-responsible for developing promotional messages that have won international recognition in the exhibitions and events industry through the global association for the industry, the Union des Foires Awards. Additionally our team has developed marketing campaigns which have won accolades from the Marketers Association of Zimbabwe for Outstanding Marketing Efforts.

GN: COVID19 has altered the way in which work is done today and how it will be done in the future. What would you say are the skills that will be needed in the next five years for anyone to enter and stay in the field of marketing?

DTD: After the COVID-19 pandemic hit, in the marketing world, businesses scrambled to distribute goods and services in new ways. TV and film production paused. In-person events were canceled. And many brands put the brakes on advertising. So many of the existing marketing specialisations will need to be re-imagined in what has now been famously termed the "new normal” But one recurring theme is that all marketing specializations going forward will need to be centered around internet and online marketing efforts. So digital marketing skills are no longer optional but will be a pre-requisite of any marketing career. In the coming 5 years companies will opt to invest marketing dollars in improvements or expansion of distribution strategies, and their own e-commerce platforms, websites and apps, so they will need astute and skilled marketers to drive this.

GN: What is your general career advice to those still deciding in the direction that they should take in their career development?

DTD: My advice is that you should venture outside of your comfort zone to expand you world view. You can not want what you do not know. Its ok to not know what career path you want right now, what is not ok is NOT pursuing that knowledge ferociously. You need to think of yourself as a life-long student an view every person you meet as a door that may lead you to a new opportunity. Take advantage of such platforms as Phakama to meet people, learn more and always ask questions!

GN: Thank you so much for the very insightful conversation Doreen, we really appreciate you taking your time to address the youth on the much needed career guidance conversing with you has been so much fun, Questions from the floor can be sent to my inbox and I will forward them here for our guest to answer feel free to come through.