A Stellar Career Path: Embracing Changes and Opportunities
Michelle McEttrick’s journey is a testament to embracing change and seizing opportunities. With a career spanning various sectors – from Mccann Ericsson to consulting, client-side roles at Barclays and Tesco, and finally at Primark – she exemplifies a non-linear career path. She shares, “anyone who tells you that their career is a straight line… might not be telling the truth.” Michelle’s approach focuses on keeping options open and not being pigeonholed, allowing her to transition seamlessly across industries.
The Role of Upbringing and Inspiration
Michelle credits her upbringing, with a mother as a Montessori teacher and a stepdad as a housebuilder, for her adventurous career approach. This background, devoid of traditional professional role models, fuelled her with curiosity and a willingness to embrace new experiences. She highlights the importance of mentors, such as Tiana Oppenheimer and David Weldon, for their inspirational guidance.
Leading Teams: A Service Leadership Perspective
McEttrick’s philosophy on team leadership revolves around service leadership. She believes that a leader’s success depends on the team’s success, emphasising the need for energy and motivation. This approach has been critical in her roles at Tesco and Primark.
Primark: A Culture of People Focus and Sustainability
At Primark, Michelle found a business ‘walking the walk’, particularly in its people-focused culture and sustainability efforts. She highlights initiatives like the Primark Sustainable Cotton Programme and the Sustainable Ethics Team. These efforts align with Primark’s ethos that fashion should be affordable without compromising on sustainability.
The Evolving Consumer Landscape and Sustainability
Michelle observes that sustainability becomes a priority only after fundamental needs are met. During crises, like the cost of living, it’s challenging for customers to prioritise sustainability. She emphasises the importance of connecting sustainable choices to consumer benefits.
The Future of Marketing: Flexibility and Learning
In a rapidly changing marketing landscape, Michelle advises future marketers to focus on flexibility and adaptability rather than mastering specific, fleeting skills. She uses AI’s evolution as an example of the need for continuous learning and curiosity.
Personal Well-being and Work-Life Balance
McEttrick stresses the importance of being aware of the need for balance. She shares her personal habits like yoga and lemon water and the significance of having a supportive network, exemplified by her husband Mike.
Advice for Aspiring Marketers: Diverse Experiences Matter
Reflecting on her diverse experiences in client and agency roles, Michelle recommends a varied career path for a holistic understanding of marketing. She found that different perspectives gained from both sides were enriching and rewarding.
Final Thoughts: A Wish for Kindness Over Fear
In her closing remarks, Michelle wishes for a shift from fear to kindness in the world, highlighting the need for inclusivity and diverse opinions for progress and success.
In Summary
Michelle McEttrick’s interview offers a wealth of insights: from embracing a non-linear career path and the importance of mentors, to effective team leadership, and the evolving nature of marketing. Her journey at Primark highlights the significance of a people-focused culture and sustainability. Above all, her call for kindness over fear resonates as a powerful message for today’s world.
