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Interview with Taz Bareham, Chief Marketing Officer at Rezdy

Rhythm Singhal By Rhythm Singhal in Interviews-L on

Taz’s passion for people and what makes them tick saw her complete a BA(Hons) & MA in Experimental Psychology at Oxford University, UK. Applying her knowledge, Taz started life as a strategic planner in an ad agency, working across a multitude of categories and accounts, B2B and consumer, from grocery to tourism, from technology to alcohol and most things in between. She moved from an agency into consultancy and then into client-side roles, most recently to Rezdy, a global SaaS-based booking software and distribution platform for the tours and activities industry. Her passion is in defining and building remarkable brands that deliver business results through a deep understanding of the competitive market, business context, social and category trends and qualitative insights.

Your Journey as a Marketing Professional.

I started in ad agency land as a strategist in London, then Sydney. Several years in, I took a leap of faith into consulting, taking on projects both agency and client side. One of my clients took me on, first on retainer, and then approached me about coming on board full time to head up and grow the marketing team in a global SaaS (Software as a Service) business. This was my first immersion into the full scope of a marketing role, beyond the inevitable communications lens of the agency world: the broader business context, working with teams across the business, taking ownership of sales performance, customer relationship building, etc. As soon as I had exposure to this broader business view, I never looked back. I now work at Rezdy, another global B2B SaaS business with head office in Australia. Being naturally tech-minded, SaaS businesses tend to be big consumers of software – for marketing and beyond. Aside from that, I am an app junky, and have had to upgrade my phone several times to keep up with my appetite!

What are the primary marketing channels you have worked on? What will be your advice to young marketers on each of these channels?

Working agency side, I’ve been exposed to most marketing channels across many different categories and brands. However, at Rezdy our main channels are Facebook, LinkedIn, Twitter, Instagram, YouTube, Email and Events. My advice to anyone starting out would be to focus – build traction in 1 channel – learn, optimize – before spreading yourself thin. Don’t treat all channels the same.

Advice on Facebook & LinkedIn marketing channels:

Facebook – try different formats and times of day, not just headlines & images – video content, live sessions… Different audiences will respond very differently. Keep testing- never get complacent.

LinkedIn- remember there’s a lot you can do to build a following (or your career) without having to pay. Search for individual influencers or people with roles in companies you admire. Create well crafted individual reach outs – flatter people’s ego, think about how you could add value to them, look for common connections and then be brave and ask if you can buy them coffee. Go with a plan, ask questions and sit back and listen. Best way to build a network you can continually learn from, better still find a job opportunity.

What are some of the important marketing software that you have used and found to be really useful for your company?

Current platforms we are using at Rezdy for marketing:

  • Hubspot (CRM – inbound marketing & customer lifecycle comms, chatbot, lead abandonment…)
  • WordPress (website)
  • Holistics & Google Analytics (tracking, reporting)
  • Trello (project management)
  • Google/GSuite (file sharing, briefing, version control)
  • Confluence/Slack (internal comms)
  • WeekDone (OKRs – objectives, key results planning/tracking)
  • Zoom (meetings)
  • Upwork (resourcing)
  • Canva (visuals)
  • Hotjar (website heatmapping for AB testing)
  • Pendo (in-app customer comms/engagement)

Would you like to share a few words about any marketing software that you use:

Hubspot

i. What do you like in the software/ tool?
simplicity, intuitive interface, built for purpose, always improving, admit mistakes/rectify fast

ii. Scope of improvement in the software/ tool.
Inherited Hubspot tool from predecessor in terms of inbound marketing tool, but have since moved all customer comms and chatbot across to this platform – for better integration and a seamless customer experience, for efficiencies in management & running costs, but also because company are committed to good customer service, continual improvement and educating users on best practices.

iii. How likely are you to recommend this to others?
Would definitely recommend.

Your 2 line advice to people entering in the marketing domain.

Advice: Always be testing and learning – don’t assume what worked yesterday will work tomorrow. Look to learn from the best in class, not just your immediate competition. And importantly, think global, not local – geographical boundaries are a thing of the past.