This week we chat with Leadership Victoria’s Marketing & Communications Manager Natalie Bugler. Prior to joining Leadership Victoria, Natalie was Marketing Manager for the Melbourne Food & Wine Festival and has enjoyed her first festival on the other side of the table.
Your elevator statement – who are you professionally and personally?
Marketing and communications manager with nine years’ experience in tourism, events and the not-for-profit sector. Fascinated by interpersonal interaction and group dynamics. Passionate about tourism, food and wine. Hailing from the country, has made a home in the city.
Tell us about your typical day in communications?
My typical day revolves around content. Creating and curating content for social media, websites, sales collateral, newsletters and editorial. Plus there’s always coffee and a creative conversation (or two).
When did you first know you wanted to work in communications?
Writing for the Ballarat Courier’s student corner when I was 14. I counted down the days until I was old enough to put my hand up for a position on their student team.
Which tools can’t you live without?
My iPad. It saves me valuable time being able to type actions in meetings, rather than trying to read my hurried handwriting later on.
What are the biggest challenges in your role?
- Breaking through the noise and competition.
- Measuring ROI.
- Reaching new audiences with limited resources.
- Striking a balance between delivering sales messages and meaningful content.
Tell us about the best campaign you’ve ever worked on?
I’ve been lucky to work on a number of inspiring campaigns, I couldn’t pick just one! The most memorable would be one of my first, an intrastate tourism campaign for the picturesque Macedon Ranges.
Which campaign do you most admire?
I am fond of the R U OK? Day campaign. They have successfully found a way to facilitate community conversation on a subject that’s not always easy to talk about.
What have been some of the biggest changes to marketing since you began your career?
I guess there are no surprises here:
- The rise of online newspapers and digital subscriptions.
- The introduction of programmatic buying.
- The move from organic social promotion to paid social advertising (depending on how aggressively you want to expand your reach).
What quality do you look for in your communication team members?
A fearless attitude and a desire to get their hands dirty.
What tips do you wish you’d known starting out in communications?
Connect with your professional networks regularly – magic is sometimes born from a simple conversation. Plus this one I heard from a wise colleague recently – “every ‘no’ takes you one step closer to a ‘yes’”.
Finish this sentence: ‘Communication is…’ a skill you can continuously evaluate and improve.