From bbc radio reporter, newsreader and producer to digital marketing -an interview with lucy thorpe.
Personal Journey
WIDD Network: How did you discover your passion for Marketing and what steps did you take to pursue it?
Lucy: I came to marketing in a very roundabout way, via journalism, social media, and content. It’s not a conventional path given how many people now study marketing at university but it actually made a lot of sense.
As a BBC radio reporter, news reader and producer, I learned how to tell stories which connect and are quickly understood. I also learned how to master a complex brief and turn it into something that people can relate to, all under enormous pressure of time! I will never forget how hard some of those early jobs were – we worked until the story was done and rarely got away from the office on time – it was stressful!
After I had kids I decided to take a break from the BBC and ended up at home wondering what to do with the rest of my life. Luckily social media came along in the form of Twitter and I started to get excited about what this might mean, especially for business. I started a blog to try and work through my ideas and ended up working for a string of clients in hospitality and business software putting my ideas into practice.
That’s how I ended up head of comms at Sapphire – a growing digital transformation company – now acquired (by a massive Japanese company). So I have gone back to my roots, helping start ups and small growing companies amplify their voice using basic digital marketing techniques. Most entrepreneurs simply don’t have time for this stuff!
Challenges and Growth
WIDD Network: What has been the most challenging aspect of your career, and how did you overcome it?
Lucy: My biggest challenge was wondering what to do after journalism. It was clear to me that with young children who depend on you, you can’t work night shifts or endlessly stress your body out, however exciting. Working for the BBC was a huge achievement for me but I needed to move on and find a new identity.
Discovering digital marketing techniques was fascinating as the whole area didn’t actually exist up until then – it was emerging via various key players like David Meerman Scott in the states, people who were incredibly approachable and would chat to you and send you books. I was so chuffed when years later David came on my podcast and we talked about the wildwest early years! I discovered that the story-telling skills of the journalist are perfectly suited to digital marketing which allowed me to embrace this new career. Just got to navigate the Chat GPT years now!
Mentorship and Learning
WIDD Network: Have you had a mentor who played a crucial role in your career? How did they impact your professional development?
Lucy: I have never had an official mentor and often wish that I had. Although I have had people who have been incredibly supportive and encouraging. From the early digital marketing years I am grateful to those movers and shakers who never questioned my credentials to have an opinion. They wanted to debate the new era of marketing and never treated me as an imposter. More recently I had a wonderful female colleague at Sapphire who was always there for me on Teams or in the office whenever I wanted to vent. She was honestly so supportive and kind, while also being one of the funniest people I know. That was really special.
Diversity
WIDD Network: What's your take on diversity?
Lucy: I am hugely supportive of a diverse workforce and in my last job I asked if I could help set up an employee support group for people who are neurodivergent. I have experience with this in my life and feel I have a lot to give on the subject.
I strongly believe that work should be a safe place for everyone and it sometimes seems like the issues we face never end. My own personal experience centres around women, parenting, menopause and neuro diversity. I can’t speak for other people but I am an ally!
WIDD Network: What has attracted you to WIDD Network?
Lucy: I think we are always stronger together and I love the idea of passing on my experience to younger colleagues. Working in multigenerational teams can be a huge joy. Personally, I can’t work unless I am having a few laughs along the way –so it is really bonding to stop for a bit of banter every now and again and I love Gen X and Gen Z humour!
Industry Insights
WIDD Network: What trends or developments in the industry do you find most exciting or challenging right now?
Lucy: New brands find it harder and harder to get attention, which is why I am so in awe of the entrepreneurs I work with who have the vision to persist. We need to constantly find new ways to connect with audiences in a way that they find authentic. I do a lot of my work on LinkedIn and I am passionate about good practice there – being real, not spamming, helping people, having a genuine network and holding back from the hard sell.
AI and automation are obviously huge! While there are some scary elements which always come about when we are faced with the unknown, so far I have got a great deal of benefit from things like Chat GPT. We are faced with a choice really. We can use it to turn out generic drivel, or we can harness its power to fetch data quickly before shaping our content ourselves and adding our own stories and experiences to the mix. Getting better at prompts and really exploring everything it can do is an ongoing goal for me.
Advice for Aspiring Professionals
WIDD Network: If you could go back in time and give your younger self one piece of advice, what would it be?
Lucy: I sometimes think I should have had more of a plan, but then so much that has happened to me in my career has been unexpected there is no way I could have planned for it. New technology emerges, new ways of doing things – companies get sold and taken over – none of it in my control! So the advice is to roll with it I guess and make the most of the opportunities that come your way. And if nothing does come along then don’t be scared to go out and create your own.
WIDD Network: What advice do you have for young professionals aspiring to excel in Marketing?
Lucy: I’d say, keep on top of industry developments and learn from the people you think are really good at their jobs. Strive to be authentic if you want to make connections with your audience whoever they are and always be the best you can be.
Legacy and Future Goals
WIDD Network: How do you envision the impact of your work in the long term, and what legacy do you hope to leave?
Lucy: Haha! I am realistic enough to know that I won’t be leaving much of a legacy. Not self-deprecating, just very realistic. There are thousands of people who are great at their job and they will all be forgotten. Strive instead to touch the lives of a small handful of people. I think people will say I was very real and always tried to use my work to connect and did it well. Maybe there will be one or two people I’ve worked with who will never forget me! For the right reasons I hope! I don’t think that’s so bad!
Personal Insights
WIDD Network: Outside of work, what hobbies or activities bring you joy and recharge your creativity?
Lucy: I am a big runner and have done a couple of marathons. I also love lifting weights although I’ve now got a bad back so that’s a bit awkward! I read all the time and think it’s vital for keeping at the top of your game. Read novels, business books, blogs and articles – just surround yourself by information and a wide range of opinions all the time to stay fresh and enthusiastic.
WIDD Network: Is there a mantra or guiding principle that you live by in both your personal and professional life?
Lucy: Don’t overthink things is valuable advice. So many people in business and elsewhere become paralysed by choice or they fear getting it wrong. I think you have to get it wrong a lot and then get it right. Post that blog and if they hate it, write another one. Make a decision and if it doesn’t work try something else. Today’s marketing is so inexact you have to try and find what works for you and forget about what others think.
WIDD Network: Who inspires you (your inspirational woman or man (alive or not)?
Lucy: I have a lot of time for Sarina Wiegman boss of the England Women’s football team. I think it takes a lot to make it in a tough field like football and she has proved that she is an inspirational leader and can take women to the very top of their game. She has not allowed herself to be defined by her looks or her age – although she is awesome! She is where she is on merit and skill alone and that’s totally fabulous!
WIDD Network: What’s your favourite quote?
Lucy: “Respect Yourself” – that Madonna song is one of my favourites. I do believe that you have to honour yourself and do what is right for you. It can be easy to forget how much power our managers have over the way we feel about ourselves. If you are in a toxic job situation you need to get out and find people who can lift you up. We are capable of so much, but battling against poor communication or even bullying which I know some people are unlucky enough to experience, is simply not something you should put up with.
Connect with Lucy on LinkedIn
Do you have interesting experiences and would want to be featured? Send us an email at ‘hello@widdnetwork.com’ with the subject “Interested in sharing my experiences’.
