Zara Easton, the head of brand marketing at LinkedIn UK, details her unique career journey in marketing, describing it as 'squiggly'. Starting in retail and publishing, she noted significant industry shifts, particularly in print media's decline. Her tenure at Virgin reinforced her passion for brand marketing, where she learned the impact of values-led campaigns. Since joining LinkedIn shortly before the pandemic, she has experienced unprecedented growth in engagement as the platform became crucial for job seekers.
I realized I loved the brand world. I was at the nerve center of Virgin's marketing mission. Virgin is very much led by its values.
I wasn't sure whether I should then go to university, but my boss was really supportive of me taking the place. I am glad I did.
After working in partnerships initially, my first big brand role was working for Virgin, who were looking to launch new tech brands within the space.
I saw better opportunities within the tech sector with much bigger budgets. For the whole industry, it was a tough time as, back in 2012, print sales were on a massive decline.
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