Why I Love: Trainline’s brand VP on why strategic thinking makes marketers ‘the protagonists’
In the latest instalment of our Why I Love series, Trainline’s Jo McClintock explains how strategic thinking positions marketers as the “active enablers” in business.
It was during Jo McClintock’s eight years at DIY giant Screwfix that she first discovered her love of marketing strategy.
Working as a customer proposition manager – her first role in marketing – the CEO asked McClintock to solve a problem around segmentation. He believed the retailer risked looking “through rose tinted glasses” at how it carved up its customer database and wanted a fresh perspective.
From analysing the customer types to working out what made each cohort different, McClintock started developing product strategies and creating new brands. Those early foundations in strategy taught her the power of understanding your customer and the opportunities that creates for different avenues of growth.
