Name: Francesca Ecsery-Merrens
Company: Going Places
Job Title: Marketing and business development director
How did you get into marketing?
I was working for management consultancy McKinsey & Co for four years
where I was able to ’get a taste’ for a number of different
industries.
The one that kept capturing my imagination was consumer goods and
consumer retail. After completing an MBA, I decided to join a credible
consumer goods company and felt that the marketing department would be
the most logical hub of the wheel.
What qualities do you need to succeed in this industry?
You need to be customer-driven, have a good analytical brain, an eye for
detail, the ability to follow through, be a creative/strategic thinker,
and finally, be very clear about what you want.
How does marketing differ from when you started?
It’s now much more financially driven than it used to be which means you
have to express everything in cash flow terms. It’s become more tactical
and less long term.
What are the challenges for the industry over the next few years?
In the fast developing environment of new media, we can no longer take
the habits of the ’traditional’ consumer for granted.To take advantage
of new opportunities, consumer-led firms need to constantly be thinking
outside the box.
What was your big break?
Getting into Harvard Business School ... it helps with the ’street
cred’!
What experiences have benefited you most?
The bad ones.
What characteristics do you most look for in the people you do business
with or employ?
I look for loyalty, intelligence, the ability to handle pressure,
reliability - as it makes it far easier to delegate.
Also, above all, they need to have a really good sense of humour as we
all spend too many hours at work for it not to be fun.
What would be one piece of career advice you would give?
Believe in yourself and be true to your beliefs, as it helps to get
through the rough and the smooth, and if all else fails, it helps if
you’re better at numbers than the finance director.
What turns you off potential candidates?
If they are unprepared and unclear about what they want. Also, I never
find it rewarding to work with people who have a negative attitude.
What has been your biggest mistake?
As long as you learn from your mistakes you can always turn them into
benefits. The trick is not to have any regrets.
What has been your biggest achievement?
Speaking in front of 1000 Going Places managers at a company conference
in English - my fifth language.
CV
1986-90: Business analyst, McKinsey & Co
1990-92: MBA student, Harvard
1992-94: Assistant marketing manager, Walkers Crisps
1994-95: Strategic marketing manager for Europe, Thomas Cook Group
1995-96: European marketing communications director, Thorn
1996 to present: Marketing and business development director, Going
Places.
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