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  7. Employee Profile - Wendy Instrell, Brand Manager, Marketing & Communications

Sep04

Wendy Instrell

Employee Profile - Wendy Instrell, Brand Manager, Marketing & Communications

Posted by Wendy Instrell at 12:52 PM

Tell us about your current role and what you enjoy about it.
My role is to make sure the Churchill & Privilege brands are managed against their positioning and to contribute to their strategic development.

In a nutshell, our team are here to champion; transform and celebrate our brands within the business.
 
I love the variety and feel proud to work on some of the best known brands in the insurance market.  It’s a lot of fun working on a brand like Churchill that has so much character.

What do you do in a typical working day?
There isn’t a typical day, that’s why I like it.  It’s very varied.

Here are some of the things that keep me busy: 

  • Brand strategy development – making sure each brand has differentiated brand positions developed through understanding the market and our customer needs and behaviours
  • Internal engagement – making sure the business has a clear understanding of what makes our brands special and different
  • Championing the brand positioning through the business to make sure our services, products and communications reflect the needs of our customers
  • Brand visual & language guidelines  – development and governance e.g. how our brands look and the tone of voice we use
  • Making sure the business has access to all the tools they need to reflect our brands in the right way
  • Protecting our brand trade marks from infringements
How does your role fit into the wider department/company?  
The Brand team sits within the Portfolio & Partnerships Team which is part of Marketing, a central function headed up by Mark Evans – Interim Chief Marketing Officer
 
Marketing is about understanding the needs and wants of our customers.  We work with the business to bring the brands to life by making sure customers are at the heart of everything we do.

What do you enjoy most about your job?
Each day is different.  I can be attending customer focus group one day; developing brand guidelines/training the next or feeding back my thoughts on advertising concepts.
 
Brand strategy development touches all areas of the business; I therefore get to meet a lot of different teams and people which I enjoy.

What is the most challenging part of your role?
Making sure we truly differentiate our brands not only through marketing communications but through every touch point a customer has with us.
 
Whether it be through our propositions; language; call centre sales, service, claims; website or through our product offering.

What do you need to be successful in your role?
Lots of energy and enthusiasm.  You need to be able to inspire everyone in what makes our brands special and different – taking people on the journey of change with you.

Have you taken any professional qualifications?
Yes – Chartered Institute of Marketing qualified.

What have been your career highlights so far?
Our team has made great progress with getting a deeper understanding of our brands and what makes them special and different.  
 
We have clear principles that will form the basis of how we plan to differentiate our brand from each other.   These frameworks will help us create a brand-led business – delivering products and services that our customer really want.

What are the main benefits of working in marketing?
Great team spirit.  It’s a really positive team. Everyone works hard and pulls together to deliver challenging plans.

Why did you choose a career in insurance?
Insurance protects people from loss and gives them peace of mind. And it gets people back on track when things go wrong.

It’s good to know that I’m part of something that helps people when they need it most
 
Also, as it’s not a tangible product that customers can touch/feel brands have to work really hard to connect emotionally with consumers, making it both challenging and rewarding.
 
Working on well known/well respected brands is of course a bonus!

Watch Wendy's video here.

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