Extending our welcome to … Tina Tan
Tina Tan is our new Senior Marketing Technology Consultant. In this interview, Tina shares the highlights of her career in Martech, and what she has learned from working for other large corporations.
What are your responsibilities at WoolfHodson?
My main role is to help clients optimise their marketing technology stack – both tactically but also from a longer term perspective.
Why did you choose a career in MarTech?
I didn’t choose MarTech, Martech chose me! On a more serious note – Martech falls in the space that exists between Marketing, Technology, Product and Data, all of which are areas I thoroughly enjoy. I tend to have a rather systematic way of viewing things, which means I have a natural tendency to drift towards thinking about things in terms of systems and frameworks. That is why MarTech is a natural fit for me.
Tell us more about your roles at Marks & Spencer and Adobe.
In both roles, I acted as a hands-on, subject matter expert in the space of marketing automation, helping to drive large-scale multi-channel programmes using the existing marketing technology stack. I learnt so much in both roles and met some of the most intelligent yet humble people, many of whom I now consider to be life-long friends and mentors.
What’s the highlight of your career to date?
In one of my previous roles, I managed to launch a multi-channel, behavioural-based campaign that people told me was impossible to do with the current technology stack. I enjoy being able to find solutions to things that are not immediately obvious. Sometimes, things can indeed be “impossible”, but I don’t take things at face value until I have put in the effort to investigate it myself. On a more fun note, I really enjoyed meeting the Kaiser Chiefs in person when I helped out at the Adobe Summit a few years ago.
What’s the biggest lesson you’ve learnt in your career?
Stay humble and keep learning.
What would be your one tip to your younger self starting out?
Take more risks and try more things.
What attracted you to WoolfHodson?
I love marketing technology, so being in an environment where I am surrounded by other experts and being exposed to lots of different technology stacks felt like a no-brainer.
How do you think MarTech will change over the next few years? What do you think is the next big thing?
A lot of the incumbent players have been in the space for years, and their software was built for the world of a few years ago. I believe the number of new Martech players that are building for the future will grow considerably. As their software will be “native” to the future, they will be able to address these future requirements at a faster pace and in a way that incumbent players may find hard to do.
What do you love best about your new job at WoolfHodson so far?
The people – it’s been lovely sharing knowledge with other experts in this area. Everyone I’ve met has been so generous with their time despite how busy it is.
Who has inspired or influenced you the most in your career?
It’s too hard to pinpoint one particular person as I’ve had the pleasure of meeting and learning from so many different people. If I had to choose, my sister stands out as a strong positive influence I’ve had since childhood as she’s one of the most hard-working people I know.
What do you do to relax?
Generally, I try to be very active in my spare time to make up for all the time I spend sitting down at work. I recently started indoor bouldering, which I really enjoy as it’s both a mental and physical exercise. I also teach pilates classes on the weekends. Finally, like everyone else, I enjoy the occasional ‘Netflix and chill’, particularly on days/evenings when I feel I really need to recharge.
Favourite book or podcast?
I am a bit of a podcast nerd and listen to so many. Currently, my favourite series is Founders Field Guide from the Colossus family of podcasts. It focuses on business growth, strategy and technology. It’s really opened my mind and helped me see how technology has changed so many businesses fundamentally – and how far there is still to go.
Favourite holiday destination?
Right now, Singapore, as it’s been a while since I’ve been home.
Thanks Tina, and all the best with your new role at WoolfHodson.