Q: What is your new position, and what does it entail?
A: I am the Focusrite Novation director of marketing for the U.S. territory. I develop and oversee all marketing activities for Focusrite, RedNet and Novation products, communicating directly with customers, media and our dealer channel. This means I am involved in everything our brands touch, from events and trade shows, advertising and press, and dealer communications, to in-store point of sale and beyond. Additionally, I help provide Focusrite’s R&D department with end-user feedback and identify emerging market trends. In short, if you see a Focusrite, RedNet or Novation logo being used in the U.S., I know how it got there! I am also responsible for nurturing a growing marketing team, empowering them to make smart decisions to get us closer to our goals.
Q: How has your background prepared you for your new role?
A: I have worked for Focusrite for over seven years. I started as a marketing coordinator at the company’s HQ in England, then later transferred to our California office as a marketing manager and now director of Marketing. Focusrite is definitely in my blood!
My father is a songwriter and a touring musician. Growing up, we always had a full, professional recording studio (including Focusrite products) in our house. Daily, I would see what new recording technology or products would make him tick, what would make him happy, what would get him excited. Now it’s exciting influencing and being a part of the industry that figuratively raised me!
Q: What new marketing initiatives are we likely to see from the company?
A: Mid-2015, Novation went through a complete rebrand, meaning we clearly defined who Novation is, its voice and what its values are. We can now make very tactical decisions about what to do and what not to do. In coming months, I expect to develop more strategic partnerships with other complementary brands that reflect our values, both in and outside the music industry. We will be attending and hosting more events, meeting our customers face to face.
We place great importance on understanding and getting to know our customers better, for both Focusrite and Novation. Once we clearly identify whom it is we are talking to, where they make music and what their challenges are, we will offer them the best solution. At NAMM this year, you’ll see how we are presenting our products in real-life scenarios to help customers more clearly identify the best-use cases.
Q: What are your short-and long-term goals?
A: In order to carry out successful marketing campaigns, hit sales goals and grow the company, we need the right people, working together, with the same professional ethics, values and drive. My short-term goal is to enhance and develop a passionate and hardworking marketing team who are committed to delivering results to our high standards.
Our team will concentrate on delivering our customers market-driven products that are better, faster and easier to use than ever before, while ensuring that we display consistent product messaging and top quality branding.
Q: What is the greatest challenge that you face?
A: Getting customers to love Novation’s Britishness, just like they have embraced Focusrite’s, and to understand that the brand has a long and rich synth and controller history, is a distinct challenge. Both brands sit in extremely competitive market places, so it is all about telling customers why we are unique and how our history proves our quality.